What Does Authenticity Look Like in a Brand?
Every business is looking to get ahead when it comes to their marketing efforts. For many, that means investing time, money, and effort into sprawling marketing campaigns that are designed to draw in new audiences and strengthen existing ones.
In today's climate, some of the most effective marketing campaigns are those that lean into authenticity. What does that mean for a business? It means showcasing your marketing message plainly and transparently. Oftentimes, this will include testimonials from customers, spots featuring real employees, and minimally edited.
Authenticity in branding is all about portraying your business as approachable, friendly, and operated by real people who are just like your customer base. You want to avoid anything contrived, overly produced or trying to show off your company as something it isn't.
In this post, we will take a deep dive into what it means for a business to be authentic in its branding, how to use authenticity to attract new customers and some examples of brands that use authenticity well. Keep reading to discover more!
What Is Authentic Branding?
Authenticity is crucial in branding. Consumers are no longer just purchasing products or services, they are also buying into the values, vision, and story behind the brand. In a world saturated with advertisements and marketing campaigns, consumers have become skeptical and seek honesty in their interactions with brands.
A brand that openly shares information, values, and practices with its customers builds trust and fosters a deeper connection. They do not hide behind gimmicks or false claims, they choose to be transparent, even when it may be uncomfortable or unpopular.
One authentic branding example is blogging, where brands can share their thoughts, ideas and trends with their audience. Consistent blogging can help a brand become a hub for information, where users can come back to find real trustworthy content. Also, blogging is great for bringing traffic to a website! Check out our case study here.
Let’s look at some other examples of how you can use authenticity to attract new audiences.
How to Use Authenticity to Attract New Audiences
When attracting new audiences, authenticity is often seen as a strategy aimed mainly at younger people. However, this doesn't have to be the case. To effectively use authenticity to attract new audiences, it is important to understand what customers look for when using digital media to discover new brands and how authenticity influences their thought process.
To attract new audiences, brands need to clearly communicate their unique selling proposition and differentiate themselves from competitors. Authenticity plays a key role in this process, as it enables brands to showcase their true identity and personality. For example, you can post customer testimonial interviews, candid footage of your employees, images from community events your team was involved in, or even testimonials from Google.
Authenticity also influences the thought process of consumers. It allows them to feel a sense of emotional resonance with a brand, making them more likely to engage and become loyal customers. When consumers perceive a brand as authentic, they are more inclined to believe that the brand genuinely cares about their needs and desires.
Examples of Authentic Brands
Authentic brands are those that genuinely connect with their target audience, building trust and loyalty through transparency and consistency in their messaging. Three prominent examples of authentic brands are Wendy's, Patagonia, and Dove.
Wendy's, the fast-food chain, has gained recognition for its witty and humorous social media presence. The brand uses sarcasm and clever comebacks to engage with its followers, resonating particularly well with younger demographics. By not taking themselves too seriously and providing entertaining content, Wendy's has successfully differentiated itself from its competitors.
Pepper Content put together some of the top Wendy’s humorous Tweets. Click here to browse through them and discover how Wendy’s uses humor to create authenticity.
Patagonia, the outdoor clothing company, is known for its strong commitment to environmental issues. The brand openly discusses its sustainability practices and actively campaigns for environmental protection. Patagonia's authentic voice on these matters has attracted like-minded consumers who prioritize ethical and environmentally friendly brands.
Check out Marketing Weekly’s recent case study on Patagonia’s “Don’t Buy This Jacket” campaign!
Dove, renowned for its body care products, has launched multiple natural beauty campaigns. The brand emphasizes the importance of self-acceptance, promoting a positive body image for individuals of all shapes, sizes, and backgrounds. Through their inclusive marketing strategies, Dove has cultivated a sense of authenticity that resonates with diverse consumers.
Take a look at a sample of Dove’s #KeepBeautyReal campaign here!
All three brands have successfully established authentic identities by aligning their values and actions with the desires of their target audience. They have gone beyond merely selling products and have become advocates for causes that matter to their customers. By showcasing their humor, environmental commitment, and promotion of diverse beauty, Wendy's, Patagonia, and Dove have exemplified how authenticity can drive brand loyalty and connection.
What lessons can you learn from the three brands above?
Authentic Digital Marketing with Legend Web Works
Creating a powerful authentic marketing strategy is not easy. It takes a good deal of thought and experience to understand the fine line you need to walk to properly execute an authentic marketing strategy that will attract new clients and customers.
If you are looking for a digital marketing agency that has experience in helping brands make a strong marketing strategy, Legend Web Works is here for you. We create custom strategies for our clients that are based on proven methods of success.
Click here to start a conversation with our team now!
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