Why Brand Authenticity Is Necessary
Definition
Brand authenticity means many different things, and they are all important. And if we were to create a list of questions to see how authentic a brand is, it'd look like this:
Does the brand prioritize being honest?
Is the brand open to sharing their practices, values, developments, and operations?
Does the brand stay true to what they say?
If you're a business owner and you answered "yes, absolutely" to every single one of these questions - then congratulations! Your brand is authentic.
So, now that you know what brand authenticity means, you're probably wondering why it's a good thing to have and what benefits would you gain from building an authentic brand.
Keep reading to find out!
Why Every Brand Needs To Be Authentic
In the age of social media, brand authenticity is a requirement.
Before social media acquired the huge presence it has today, brand authenticity used to be something that consumers simply valued. People would naturally gravitate toward a business or a company that offered a sort of realness that their competitors did not.
Now, however, people are starting to call out brands who say one thing and do another. More than that, they sometimes even begin to boycott the business, and tell others to do so, as well.
So that's the reason why brands need to be authentic: because consumers demand it.
But the reasons why you should start building brand authenticity is more than just because you're scared not to. There are a load of benefits for gaining this trait and perception.
Benefit #1: You Will Be More Likely To Get Support
The phrase "support small businesses" is common in many communities - but that doesn't mean that every small business receives support. There are, unfortunately, some who slip through the cracks.
Authenticity keeps this tragedy from occurring by allowing your business to become part of the community. You will no longer be perceived as a business, but as a neighbor who shares their successes, shares their developments, and always performs on their mission goals.
Benefit #2: You Will Stand Out
If you own a business: it's very, very, very likely that you have a competitor who sells the same products or services as you. This is a dilemma that many face - which is why brand authenticity is so great! When you practice brand authenticity, you have to be confident in who you are as a brand. You have to know what you stand for, where you're progressing, and how to communicate with your community.
Therefore, just as each person's personality and goals helps them stand out from their peers, your business will stand out from competition.
Benefit #3: You Will Attract Your Target Audience
If you aren't practicing brand authenticity, be honest with yourself: Why aren't you? Is it because you want to attract as many people to your business as possible?
Here's the sad truth: the people you attract when you try to appeal to the masses rather than the ideal customer are not the people who will become loyal customers (they might not even become customer)!
If you want to learn more about how to make people customers, click the button below:
Brand authenticity will attract people who not only will enjoy your products, but will also enjoy your brand and respect your mission. And these are the people who will become returning customers.
Benefit #4: The Younger Generation Will Notice And Appreciate You
Gen Z and millennials are more attracted to authentic brands than any other generation (and the ones more likely to call out brands who aren't authentic). If these two groups are in your target audience, then this is one thing that will help you to successfully reach them!
And if they aren't in your target audience, don't worry - one day they might be. Catering towards them by being authentic can be an investment that will pay off in the future as they get older and move closer to becoming your ideal customers.
Need More Guidance?
We can understand if this can feel overwhelming to you! You don't have to do this alone. We offer many resources for small businesses to both grow their brand and also to have someone take care of their marketing for them.
Feel free to schedule a consultation with Owner and Founder Jamie Cocco to see what you can do to begin building you business. Click the button below!
