An authentic brand is one that:
– Stays true to its values and beliefs
– Is transparent in its actions
– Is transparent in its communication with its customers
By having an authentic brand, you can establish trust and loyalty with your customers, which can lead to increased customer satisfaction, brand recognition, and business success. Additionally, an authentic brand can help you differentiate yourself from competitors and create a unique brand identity that sets you apart in the market.
In fact, having an authentic brand is growing increasingly more important. According to a 2019 Stackla survey, "A whopping 90% of consumers said that authenticity is important when deciding which brands they like and support - up from 86% in 2017." And that survey was done prior early during COVID where the desire for authenticity has only increased.
Your team can only maintain an authentic brand if your company's values and beliefs are truly how you do business. That means they are written down, communicated and reinforced. Basically, your values and beliefs are your do or die.
Anything short of that will be lost in translation with each client interaction between your brand, your platforms, and your team.