Incorporating authenticity in your branding strategy is crucial to building a successful business. Authenticity should always be at the core of your actions when creating content like email and social media campaigns. Consumers are becoming increasingly savvy and can spot inauthenticity from a mile away. Therefore, showcasing your brand’s unique story and values is essential to create a deeper connection with your audience. Here are some ways to do this:
Always Consider Your Brand Identity
Who are you as a brand? Are you the understanding best friend? A straightforward yet kind mentor? You must know and understand what your brand is at its core because it drives everything you do. It drives how you write your social media posts, the mood and tone of your blog, and how you write your marketing emails.
If you have yet to learn, take some time to think about (and document!) who you are as a brand. You can only be authentic as a brand if you know who you are. Start there!
Share Your Brand’s Mission and Vision
Your brand’s mission and vision should be at the forefront of your branding strategy. By sharing this, you allow your audience to see the bigger picture of your business.
For example, Starbucks has a core value of putting employees first, which came from founder Howard Schultz’s personal experience. His father injured his ankle on the job, leading to a loss of income and health insurance. Having experienced the devastation this had on his family, Starbucks offers health insurance to every employee, even those who work part-time.
Doesn’t that make you feel connected to the brand outside of a cup of coffee? Define your “why” and tell your story. We all have one! By doing so, you create a deeper emotional connection that goes beyond just a transactional relationship.
Be Transparent and Honest
Transparency and honesty are essential in building trust with your audience. Presenting yourself as a business that has it all together every time can work to your detriment. Why? Because no one is perfect.
This does not mean you have to air out every mistake and mishap, but you can address issues openly and provide solutions. This approach helps to build credibility and trust with your audience. It shows that you’re willing to admit when you’re wrong and take corrective action.
Go Beyond Selling
Your content should be a delicate balance between selling and genuine information sharing and connection. If you do three social media posts weekly, all should not be urging people to buy your product or take advantage of a discount. One of them should be about creating a genuine connection with your target audience.
It is okay to tell your story of why, share a testimonial, give some tips, and sell absolutely nothing. Creating a relationship of trust and honesty will create longer-term, happier clients.
Incorporating authenticity and connecting with your target market is integral to your branding strategy. By sharing your brand’s mission and vision, being transparent and honest, and going beyond selling, you can build a loyal following that trusts and supports your brand.
Contact us if you want to upgrade your branding and marketing strategy!
AMW Marketing and Design is a boutique branding, web design and marketing firm specializing in helping service businesses and non-profits upgrade their online presence, automate processes and increase search traffic. Ready to elevate your branding and marketing strategy? Contact us to schedule your free consultation and site audit.