With over 90% of millennials factoring a brand’s authenticity into their purchasing decisions, it’s more important than ever for your brand to tell a genuine story that will resonate with your target audience while also being true to your brand values. Patagonia is a prime example of this, with storytelling-focused messaging and business practices that champion environmental sustainability and love for outdoor recreation. Initiatives such as using recycled materials and supporting grassroots movements foster trust and encourage their customers to feel part of a larger purpose.
Brands can establish authenticity at a much smaller scale by developing their mission, values, and purpose and then using them to build their strategy and core messaging. Let’s further explore what authentic marketing is and how to more deeply engage and connect with your target audience.
What Is Authentic Marketing?
Authentic marketing is when brands focus on building connections with their target audience through mission-driven, relatable content and communications. Rather than having a strong sales focus, brands that implement authentic marketing take a more empathetic approach. They focus more on how they solve their customers’ problems while also staying true to the brand’s values.
For instance, consumers who are community focused might appreciate supporting a mom and pop shop with similar values. Said mom and pop shop could show their commitment to community through personable communications that focus on who their customers are vs. simply try to make a quick sale. Likewise, this shop could show authenticity by sharing its story on its website’s About page and through its social media; the owners might even put a sign up in their storefront that shares the shop’s history. Another approach could be giving back to their community with fundraiser nights or community-based sponsorships.
With authentic marketing, brands must walk the walk, rather than talking the talk or consumers will see through the charade. There are many instances where brands preach their values and initiatives, with consumers later finding out they were being deceptive and inauthentic, which is almost guaranteed to backfire for brands.
Why Is Authentic Marketing Important?
Authentic marketing is important because it can help your brand:
- Build stronger connections: When people understand what your brand is about, they may feel their values align with yours. This can lead to a greater sense of connection which may increase customer loyalty.
- Enhance its SEO performance: When brands use authentic marketing in their online presence, they are likely to reach their target audience through search. Think of what keywords might resonate with your target audience and how you can provide engaging, high-quality content they want to click on.
Create a positive reputation: When you’re authentic in your marketing approach, your brand can appear more transparent and credible. This can lead to increased sales more organically, with 94% of consumers reporting they are more likely to be loyal to transparent brands.
How to Be More Authentic When Marketing
Need inspiration for a more authentic approach to marketing? Get started with these tips:
Share Your Story
Sharing your brand’s story can leave a lasting impression on your target audience. It can also make your brand seem more valuable, with a study called Significant Objects showing a story can increase perceived value exponentially. In this study, researchers attached a story to cheap thrifted objects, selling “$128.74 worth of thrift-store junk for $3,612.51!”
When sharing your story, start by sharing what inspired you to start your business. Share any struggles you encountered in your early days and what you hope to accomplish in the future. Highlight anyone or anything that inspired your journey.
Post Behind-the-Scenes Content
Sharing behind-the-scenes content shows people an inside look into your brand. Consider highlighting your staff, other customers, or those you have served. For instance, filming some light-hearted office shenanigans can show your audience that your brand is fun and doesn’t take itself too seriously. Likewise, showing your team running a charity 5K shows your brand is committed to team building and giving back.
Express Your Mission and Values
Make it easy for people to find your mission statement and brand values. Consider dedicating an entire page of your website to this information or incorporating it into your About page. When crafting other messaging, whether it be an email campaign or a paid ad, be sure to incorporate the essence of your mission and values into your copy and visuals.
Add Personality to Your Content
The tone of your content isn’t a one-size-fits-all option. Play around with how you want to come off to your audience. If your brand values include innovation, leadership and resourcefulness, consider a more informative, educational tone of marketing. If your brand values include positivity, liveliness, and enthusiasm, craft a more upbeat tone for your marketing. Either way, let yourself be a little creative and show some personality.
Looking to revamp your website to better reflect your real, authentic brand? Reach out here or call 920-214-4025 to get started.
