18/03/2024
A recent study by Stackla found that 88% of consumers value authenticity from the brands they buy from.
As marketing expert Sam Berns explains, "Authenticity is not product-centric or brand-centric, it's audience-centric. Authentic content is engaging and human-focused. Brand authenticity means putting people first, not promoting products or logos."
Here is a checklist for building brand authenticity in 2024 based on the key points:
[ ] Stay true to core values and mission, don't just chase trends
[ ] Focus on meaningful connections with customers, not just pushing products
[ ] Back up messaging with evidence of doing good for the world
[ ] Be transparent - address criticism, admit mistakes, share behind-the-scenes info
[ ] Highlight real employees, customers and company culture
[ ] Leadership embodies brand values in words and actions
[ ] Collaborate with influencers who genuinely believe in the company
[ ] Listen to customer feedback and incorporate it
[ ] Consistently live your values over time
[ ] Put people first, profits second
[ ] Build genuine relationships versus transactions
Following this checklist can help ensure your brand authentically connects with audiences in 2024 and beyond. Evaluating if these actions align with your messaging and values will tell you if you're on the right track.