Authenticity has become a huge marketing trend, and it is here to stay. 88% of consumers say that authenticity is a key factor in deciding what brands they like and support.
Today’s consumers, especially millennials, want to be associated with a brand that is a champion of change and authenticity. They expect the brands that they choose to purchase from to be a part of something that they can identify with.
Thus, you need to be transparent and consistent in your branding and messaging and have values that you can stay true to. This way you can build meaningful relationships with your customers and prospects, and win their loyalty for life.
Let’s dive deeper and understand how eCommerce brands can build authenticity.
Ready? Let’s have a look!
Ways to Build Brand Authenticity
Some of the ways you can build brand authenticity are:
Transparency lays the foundation for building brand authenticity for your business. It is all about being forthcoming and candid about your business values and operations.
Answering these questions will help lay the groundwork:
- Who are you?
- What is the purpose of your eCommerce store?
- How does your eCommerce store fit in the market?
- What does your company stand for?
- What makes you different?
- What are the guiding principles of your venture?
These introspective questions will act as fuel to build your brand authenticity goals. Besides, it will also guide you in your future actions and decisions.
Share Your Brand Story
People are fond of stories and they want to hear your brand story before they decide to associate with you. However, you won’t make a lasting connection with your consumers if the story you’re trying to tell isn’t that memorable.
People want to read stories of brands that they feel are making some kind of positive impact on society.
Thus, don’t share stories for the sake of jumping on the trend. Instead, use your brand’s mission, goals, and values as your north star. Sharing a story that’s true to your brand’s identity will help you build an emotional connection with your audience and fosters trust in them.
Develop a Unique Personality
Brand authenticity is all about what you project yourself to be and how your audience perceives you.
While how people perceive your brand personality is subjective, it is extremely important.
Today’s consumers have strong and personal gut reactions to the brands. And these emotional connections have an impact on sales and business. According to Harvard Business School, 95% of purchasing decisions are based on feelings instead of logic.
People prefer brands that appeal to their subconscious. So brands that present themselves in a human and personal way sell more than the brands that rely on statistics or rationality.
This implies that in order to build brand authenticity you should focus on building a strong and unique brand personality that piques your target audience’s interest in your brand.
Connect With Your Customers
Fostering trust in your relationship with your audience is a crucial aspect of building brand authenticity. And it becomes even more important for eCommerce brands as your customers cannot access your brand by visiting your store in person.
And social media is a powerful tool to connect with your customers in unique ways. You can leverage the power of social media to interact with your customers, tell your company’s story, respond to feedback quickly, and answer their questions.
As a result, you can increase brand awareness, personalize conversations, and even give your customers a sneak peek into early product launches.
Besides, you can also build a community for your customers on their preferred platforms like social media websites or forums. Try to become a part of the conversations that happen around the products you are offering to build genuine connections with your customers.
Create High-Quality Content
When it comes to sharing valuable information, content plays a prominent role in realizing your business goals.
Whether it is creating hype around your products or empowering buyers to make a smarter choice, or sharing industry-specific tips and tricks – content is the king. It transforms your store into a brand that goes beyond chasing profits.
The key here is to create high-quality content that will delight and engage your audience while it helps reflect your brand personality and values.
Maintain Your Brand Consistency
To build your brand authenticity, it is crucial for you to keep its consistency through all your marketing and sales channels. It ensures that your audience recognizes you.
To begin with, ensure that your branding and design are consistent across all your channels including your website, marketing materials, newsletters, and social media.
Then, you need to maintain the same voice and tone in all your marketing activities. It is an important aspect of showcasing your brand authenticity. Creating style guides can help you tremendously in this task.
When you lay the foundation of your business with honesty, it becomes easier to talk about your purpose and uphold your brand mission. Moreover, it even makes it easier to create stellar marketing and sales campaigns that will help you stand out from the competition.
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