A is for authenticity: why it’s time for brands to get real
Brand authenticity isn’t a new concept, but it is more in demand than ever before. This year has seen a gradual decline in the era of ‘fake’ and consumers worldwide are hungry for the real deal when it comes to the companies they interact with. Fake news has been exposed, influencers have been called out for having false follower figures or for selling products they don’t truly believe in, and brands whose values conflict with their actions (or a lack thereof) have been condemned by ever-critical consumers. People today are no longer focused solely on the end product, they expect today’s brands to have real opinions, values and commitments.
Despite all the challenges brands are thrown nowadays, authenticity is possible. Regardless of whether its B2C or B2B, the fundamentals remain the same. Talking to customers in a way they’ll relate to, with honesty, transparency and humanity will pay dividends.
That’s why we’ve created a brand new guide to brand authenticity, perfect for B2B marketers seeking to approach their communications in a more transparent, authentic way:
- The importance of honesty
- Skepticism in today’s society
- Purpose – the new brand currency
- Consistency is key
- Delivering on promises