5 Ways to Build an Authentic Brand in 2022

In a market where it takes so much work to earn customer trust, what can you do to be a trusted brand?

Brand trust, according to the Gustavsson Brand Trust Index hit an all-time low In 2020.

but next year, those same researchers discovered a trait that can help you get that trust back: authenticity. There is a major correlation going on between brand authenticity and brand trust.

While Gustavsson uses authenticity to talk about social responsibility, we would argue that you can apply brand authenticity holistically – showing your human side to your customers.

How can you make your brand more authentic to build trust with your customers? Let’s talk more about the importance of authenticity and five ways to foster it for your brand.

the importance of authenticity

Your brand authenticity can make or break your customers’ purchasing decisions. a Survey of over 1,500 consumers Showed that 90% think authenticity is important when deciding which brand to support.

Just as data-driven brand building Helps you establish a solid brand, so does authenticity-driven brand building. Use data to establish your brand strategy, then find ways to make that strategy authentic.

5 ways to make your brand more authentic

Here are five actionable strategies you can use to strengthen your brand’s authenticity.

add social proof

This may not be the first time you have suggested us to use this social proof in your marketing, and for good reason. This is one of the best ways to build trust in your brand.

Social proof is proof that shows other customers like your brand. Think reviews, social media posts from customers, and case studies. These stamps of approval go a long way in building trust through authenticity.

After all, customers are more likely to trust a brand on their own level that they don’t yet know. Social proof gives your marketing a human touch that breaks down barriers of trust.

Use social proof in your marketing wherever you can to add authenticity. We’re talking websites, landing pages, social media posts — wherever you have a place to prove yourself.

Think of ways to be creative with your social proof, like description Using a customer’s tweet to create a full testimonial:

Image Courtesy of Details

All of the phrases in quotes come from the actual tweets that you can read in the collection below. They say to use the language of your customers in your marketing, and Descript took that advice to the max.

share your story

Your story is what differentiates your business from your brand. Strong brands have a mission behind them, whether it’s something as simple as making people happy or something as ambitious as helping the environment. Share how your brand came to be and why you do what you do to build trust with your customers.

You’ll often see a brand’s story on their “About Us” page. See how Trade Coffee shares its mission and values ​​on its “Our Mission/About Us” page.

Image Courtesy of Business Coffee

Now, here’s where they add authenticity: They go back to those principles in other parts of their marketing, like their home page copy.

Image Courtesy of Business Coffee

Trade Coffee aims to sell fresh coffee from community roasters and shows how these prices affect customers on their home page. If you don’t have your brand story yet, think of ways to connect your mission with the benefits your product provides your customers.

Looking for more inspiration for your brand story? try create a strong value proposition First, then linking that value proposition back to your brand history.

use real images

Stock images are often better than no images on a website, but they don’t show customers what your brand and products are really about. They can’t beat pictures of the real thing.

Share real photos of your team members, your product, and your customers in your marketing. If your budget allows, get a photographer to take professional photos. Running short of money? Find the team member with the best phone camera, an employee or product standing in front of a neutral background, and hit that button.

Bala Sells shoes for nurses specifically designed for medical shifts. They used nurse feedback to create their product, and now they use pictures of real nurses to market their product:

Image courtesy of Bala

Look for people who make your brand unique and share their photos instead of photos of stock models you’ve never met.

In cases where you do need to use stock photos, however, look for natural looking ones that are clearly exposed. Stock photos that look natural are still a great way to Improve your marketing imagery,

be transparent

So far, we’ve talked about adding authenticity to your brand’s look, feel, and messaging. But, you also build your brand as you interact with your customers. Your communication methods affect your customers’ perception of your brand.

If you want to build a truly authentic brand, you need to be transparent with your customers and practice what you preach. Openness is important in any healthy relationship, including the one between you and your customers.

You probably hear more about brands breaking this rule than they do about following it. a brand makes a mistake and they take throughout the ages to follow it. Or worse – they don’t say anything about it.

Every brand spoils. When you make your next mistake, keep your customers in the loop and apologize for the inconvenience.

Copywriter and Content Strategist at Twitter Jacob McMillan Shared an outage apology from Calendly that shows a genuine desire to do better:

Image courtesy of Jacob McMillan / Calendly

McMillan explained in the tweet that Calendly should have sent such an email during the outage rather than later, but the message in this email is solid. The email explains what Calendly did to fix the problem and what they will do to prevent it in the future. Best of all, the email comes directly from the CEO.

listen as much as you speak

When you’re marketing your brand, it’s easy to get the word out about yourself. Hearing what your customers have to say about your brand is as difficult – but even more important.

Take the time to be calm and listen to your audience. you can adopt a lot audience research methods, such as surveys and social listening, for customer feedback purposes. Pay attention to what your customers say about your product and address concerns where you can.

There are tons of ways for you to make it fun and easy for customers to share their feedback. In an old but good example, css cap Get customers to vote on the features they wanted on the landing page:

Image Courtesy of CSS Hat

Free up resources to work on a more authentic brand

Building an authentic brand takes consistent work. You have to keep an open line with customers and share your brand’s purpose to build trust with your audience. Once you’ve created your marketing materials, your job isn’t over – you’re just getting started with making your brand more authentic.

Unbounce’s Conversion Intelligence Platform Handles landing page creation, ideas copying, and traffic targeting so you can spend more time on authentic customer communications. Let Smart Builder, Smart Copy and Smart Traffic handle the heavy lifting so you can add a more human touch to your brand.

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