How to Build Authentic Brands - Astute

In today’s digital age, building authentic brands is imperative. A majority of customers say authenticity is important when choosing brands to support. Providing a quality product or service doesn’t cut it anymore. Consumers are looking for honest and transparent experiences and mutual values they connect with.

Brand authenticity is about being honest, genuine, and transparent. It requires establishing an authentic purpose and aligning it with your business’ communication and practices. Let’s look at why brand authenticity is critical to your success and how to build an authentic brand that will attract customers. 

Four Components of Brand Authenticity 

Authentic brands are honest about their mission and values and align their communication with their business practices. It becomes easier to build a genuine emotional connection with your consumers when you are open and transparent. 

1. Continuity 

Continuity is when a brand is faithful to itself. When you’re building brand authenticity, it is good to recollect on why you started it in the first place. That way, you can reevaluate your core mission and values and fully understand your purpose. It becomes easier to uphold your mission and create valuable and authentic marketing campaigns when your brand is rooted in honesty.    

2. Credibility 

Credibility is the act of being true to your customers. Authentic brands position themselves as industry leaders to build trust with their audiences. Brands strive to be thought leaders in their field of expertise. Showcasing your knowledge to provide value to your customers is how you establish credibility.  

3. Integrity 

Integrity is how a brand showcases that they care about their customers and are responsible for their actions. There is power in establishing a human element behind your brand. Integrity allows you to build a favorable reputation for striving to understand your customers and always informing business decisions based on their needs. 

4. Symbolism

Symbolism is how a brand supports its consumers in being their most authentic selves. In the same way that a brand’s mission and values align with its owner’s beliefs, consumers want to invest in an authentic brand because it aligns with their values. Therefore, brands should encourage and support the same level of authenticity among their consumers. 

Building an Authentic Brand

Authenticity will never go out of style. Consumers want to know everything about your brand and align with what they stand for before they invest. Reconfirm your brand purpose and what matters to your target audience. Being open and honest is the first step in building an authentic brand. Sharing stories and being transparent about your growth and the challenges you face will showcase your realness and allow you to connect with your consumers. 

Brand consistency is another critical element. Consumers want to recognize your brand when they see it immediately, so keeping elements consistent across all channels will avoid any confusion. This also ensures your audience that the content you are sharing can be trusted. Creating style guides will help you remain consistent in your design, while having clear language will help maintain consistency in your communications. 

It is important to note that you do not want just to inform your audience. You want to invite them to join the conversation to collaborate on new approaches, solutions, and relevant pain points together. You should be present at every one of your consumers’ touchpoints. Understanding their needs, listening to their feedback, and answering their questions help cultivate your brand authenticity. 

Maintaining brand consistency across all elements and establishing clear communication will also showcase that you know what you stand for and understand the most effective ways to speak to your customers.  

The Takeaway

It is no longer just about the products or services you offer but about building a genuine consumer experience. When you are rooted in honesty and transparency, you will establish a positive reputation and cultivate brand authenticity. Authenticity in marketing allows you to connect your business to a greater purpose and attract consumers based on mutual values. As a result, you will build a loyal customer base and yield success.