04 Oct The New Brand Authenticity

Marketing with authenticity is not a new concept, but it is evolving. The expectations of the consumer for a business are increasing. What some have described as an era of buyers “not being brand loyal,” others might more accurately say is that the requirements to earn loyalty is higher.

Consumers suffer from advertisement fatigue. That’s why many brands try to cultivate a more relational approach to interacting with customers. They do this by responding to their social media comments, creating a sense of community around the product, and other tactics that move a brand from “supplier” to something more familial. Which is great because, as we’ve discussed, organic reviews are better than paid advertisement.

But, as transparency and social activism grow, businesses need to be growing too. Amazon’s push to be carbon net zero, Patagonia and other companies climate change strike, and similar actions are examples of how consumers now expect businesses to take a stand in their practices, from manufacturing to company culture.

Businesses, especially large corporations, can no longer simply be a “business” but must be a force for global betterment. And so, having an authentic brand voice means taking action on global social and ecological issues. What is the best way to do this?

While it may seem daunting to figure out where your company intersects with the changing landscape of social issues, if you know the core values of your business, making those decisions can easily flow out of those principals.

We love to help companies find and maintain their brand identity and would gladly help your business with its initiatives and strategy on having a brand authenticity that draws potential clients to you. Feel free to reach out if you’re interested in learning more!

Bruce Freides