Four steps to building an authentic brand

Authentic branding for a small business, builds brand loyalty and brand champions, benefiting your bottom line, and your heart

This blog explores four key elements for authenticly branding your small business. Lounging on my sectional couch, watching Public Enemies (with Johnny Depp), pondering a good blog topic, I came across a social media post. The post posed the question; “how do you build a creditable brand while staying true to yourself?” A lightbulb lit up inside my head. As a small business owner and corporate employee, I often struggle with this balance. It is challenging to build a brand period. Let alone one that is appealing to your ideal client, professional and respected, loved and adored, and most importantly, authentic to who you are. So, I decided to conduct research. Branding is a multi-step, and complex process. I am no branding expert. However, I do operate as a digital marketing consultant and public relations/social media manager for a large corporation. Branding is essential for any digital marketing campaign. It must be in place before you launch a campaign. It ensures that your message is clear, that your voice is defined, that your personality shines through, and that your audience understands the essence of your business.

To Thine Own Self Be True

What does it mean to build an authentic brand and why do we care? The” why?” behind authenticity is it strengthens your audience’s emotional ties to your brand, customers feel loyalty, and champion your brand out in the community. Powerful! When you have connected to your audience and clients in a way that builds so much brand loyalty, that they market your business for you, what more could a marketer ask for? This level of brand loyalty also gives consumers a dopamine rush when they buy your product or service because it makes them feel good. Does that make it addictive? I am not sure I would go that far, but it certainly makes it easier to sell. There is more to authenticity than just making your customers feel good, so they buy from you! Much more. Authenticity also allows your business to attract the top talent. Employees value working for a company that makes a difference in the world as much as they value high salaries and strong benefits packages. Furthermore, it allows you to feel good about your business and the work you do. The cherry on top!

According to one study, the eight values comprising authenticity are the abilities to be genuine, original, unique, expert, visionary, passionate and honest, and finally integrity (source). Google ranks high in authenticity ratings due to its ever-changing logo, the fact that it is unafraid to take a stand on social issues, and comment on culture. For example, Google changed the logo on its homepage to take a stand against Russia’s anti-gay laws at the start of the Sochi Winter Olympics. Therefore, one factor in authenticity is the ability to be true to your beliefs and unafraid to take actions that align with those beliefs. The first rule of authenticity is to be true to yourself.

Honesty is the Best Policy

The second rule of authenticity is your story must be grounded in truth. Be clear in your internal and external communications what your storyline and messaging are and be honest. When you build your core values, mission statement, and storyline, you must ensure that it is genuine. You must know yourself first and align your company values with your heart. If you start an environmental restoration company and you do not live a sustainable life, your brand is weakened. Your company and brand should support those social issues that you sincerely, and personally agree with. If the public finds out you are phony, the brand will suffer. An authentic brand is an extension of you as a person. Make sure that the relationship is honest and real. Doing this is a risk. You may alienate certain groups who do not agree with your values, but those who relate to your brand will be devoted and loyal

Consistency is Key

Innovation and change can be difficult when you are striving to keep your brand authentic. Any deviation from your narrative will make people question your brand. That is not to say authentic brands cannot evolve and change, but they must be done thoughtfully and carefully. Do not let the changes you are implementing cannibalize your brand and its commitment to remain authentic. The third rule of authenticity is this; your messaging, brand identity and positioning should remain as consistent as possible with your core values and mission. An international branding expert, Amy Holdsworth, UK marketing director of Tetley Tea owner Tata Global Beverages, states: “There’s always a risk, which is why I believe it’s key to have a clear innovation roadmap, but also to be flexible enough to recognize when the brand has permission to extend to new areas and ensure that entering those new areas will benefit the brand, not dilute it.”

Be Human

The fourth rule of authenticity is for your brand to be “human.” Brands that exhibit human traits connect to audiences on a deeper level. You can do this through your team of employees. From the administrative professionals to your sales team, to your executive leadership, everyone should be onboard and exhibit the core values of your company. When everyone on your team has the same goals and sense of purpose, you can deliver a strong message to the community. One that they can respect and trust. People like to purchase from brands that allow them to make a positive difference in the world. Businesses that align with their values according to ITSupplyChain.com.

Conclusion

Marketing through storytelling and emotional appeals to your audience are powerful marketing tools. They have long-term benefits that strengthen brand loyalty. Authentic companies remain true to themselves, honestly portray their values and mission, ensure their actions align with those values, consistently communicate their message, and exhibit human qualities. While there is not a scientific equation to building an authentic brand but if you stick to those basic rules, your business will succeed in this area. There are many benefits to building an authentic brand including brand loyalty, customer-driven marketing, employee retention, and a personal sense of fulfillment. Thank you for reading this blog. I hope can take something away from it and happy marketing TO YOU! Feel free to comment below and stay tuned for my next blog!