The Power of Authenticity in Marketing
Authenticity for a brand means being genuine and true to your word. Authenticity is very powerful in establishing deeper connections and building a loyal customer base. Having just a sell-mindset can only get you ahead to some extent but authenticity has the power to make you keep your customers for the long-term. Inherently, all of us don’t like or trust people who are phony or false. Why should marketing be any different!
As a brand, being authentic with your audience means telling them who you really are, your mission, your values etc.
This is a reminder to the famous Golden Circle Theory by Simon Sinek that “people do not buy what a company does, people buy why they do it”.
Some reasons which tell us why being authentic is so essential:
- Customers are motivated by shared values
There have been quite a number of times when I followed someone on social media because of a similar belief or value system. I have bought a product or joined a community or read a book because it was one of their top recommendations. And I am sure a lot of us have done that because we believe in them which shows that we relate to people and brands that share our values and are more likely to trust them.
Yes it is less about the product and more about a shared belief which builds trust. This also tells us why influencer marketing has become so impactful and a word-of-mouth from an influencer spreads faster. When we are authentic as brands we are who we are and we attract customers who value us genuinely.
2. Stand out and be more visible
Forget marketing, when you are yourself and tell your true story, you are bound to stand out because you are genuine. When it comes to marketing your brand it’s the same thing, you are bound to grab your listener’s attention that a generic messaging or story would find it difficult to. Your brand’s unique and authentic story is your differentiating factor which creates a pull.
3. Being consistent is easy
Because you are authentic there is no confusion as to what you want to put out in the world. Being consistent becomes easy.
4. Trust building & High Conversion Rate
Authenticity promotes trust. There is no question on this. If you want a loyal customer base, being authentic is the way to go. Authenticity helps in building real and deep connections which is also the reason why there is a rise in popularity of nano and micro influencers. Undoubtedly, influencer marketing is leading to higher conversions than traditional marketing.
Let’s create a world where we can be more authentic, real and transparent.
#marketing #authenticity
