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TOTW 12: Building An Authentic Brand

Tip of the Week #12


Put simply, authenticity means you're true to yourself; your values, and beliefs. You're honest with yourself and with others, and you take responsibility for your mistakes. Your values, ideals, and actions align. As a result, you come across as genuine, and you're willing to accept the consequences of being true to what you consider to be right. As a business owner, you operate in a market where it takes a lot of work to gain customer trust, so what can you do to become an authentic brand?

How can you make your brand more authentic to build trust with your customers?

 

Let’s talk more about the importance of authenticity and five ways you can boost it for your brand.

 

Tip 1. Share your story: Your story is what separates your business from your brand. Strong brands have a mission behind them, whether it’s something simple like making people happier or something ambitious like helping the environment. Share how your brand came to be and why you do what you do to build trust with your customers. 

Tip 2. Keep your promises: If you want to build a truly authentic brand, you need to deliver what you say you will and when you say you will.  Better to under promise and overdeliver and overdeliver than the other way around.

 

Tip 3. Be transparent:  you need to practice what you preach and stay transparent with your customers. Openness is key in any healthy relationship, including the one between you and your customers.

 

Tip 4. Show your social value: your customers need to know your ethics and how you give back and contribute to the community you are part of.  Anything you do that is part of the sustainability agenda, environmentally friendly practices or charitable causes you support go towards connecting with clients that share your values and allow them to connect on that level.

 

Tip 5.  Sure your brand is congruent: If you are putting yourself out there sharing your values beliefs and social conscience out there then your visual branding should reflect that too to reinforce the underlying messages.  

 

There is a whole psychology of colour that can help you convey those messages, so the visual presentation of your brand needs planning and quality production if it is going to reinforce your authenticity.

 

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