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Authentic brands project sincerity and approachability, and their stories resonate with customers.<\/p>\n
Customers enjoy supporting businesses that have compelling histories, remain true to their roots and have a relatable brand message.<\/p>\n
Communications agency Cohn & Wolfe recently conducted its Authentic Brands study, in which it surveyed more than 15,000 consumers across 15 markets.<\/p>\n
Consumers rated more than 1,400 brands on the three key attributes that comprise authenticity: reliability, respectfulness and reality.<\/p>\n
Globally, 91% of consumers said they’d recognize a brand for its authenticity by purchasing from, investing in or endorsing a purchase.<\/p>\n The number is less in the United States but is still an impressive 62% of respondents who say they’d be apt to purchase from a brand that they viewed as authentic.<\/p>\n Building your brand’s authenticity is, therefore, an important strategy for cultivating and engaging customers. A few items on the to-do list would include alignment, commitment and storytelling.<\/p>\n <\/p>\n Align your business slogan with the way you actually how you do business.<\/p>\n Dust off your company slogan. Consider how it impacts your current customers, what it says to them about your brand and the ways in which it evokes an image.<\/p>\n Then, think about whether those answers line up with your business strategy.<\/p>\n For example, Audi’s slogan is “Truth in Engineering,” which makes little sense. That begs the question, are there lies in engineering?<\/p>\n Compare that to Ford’s “Go further,” which is appealing to customers who want to be adventurous, do a little more, etc. In addition, the company has stated the slogan performs double-duty, acting as a motivator for employees as well.<\/p>\n A slogan is not a vision statement, but the two should complement each other.<\/p>\n For example, Ford’s vision statement is: People working together as a lean, global enterprise to make people’s lives better through automotive and mobility leadership.<\/p>\n The slogan ties into the vision by underscoring the company’s resolve to “go further” for its employees and customers through exemplary leadership.<\/p>\n <\/p>\n Your customers grow, change, move and evolve. To survive all that movement, your brand needs to keep up.<\/p>\n Understanding who your customers — are as well as their goals — is critical.<\/p>\n For instance, outdoor apparel company Patagonia was founded as a clothing and hardware shop for mountain climbers in 1973.<\/p>\n Today, Patagonia sells outdoor gear for a variety of hobbies and was instrumental in the development of a number of fabrics, notably Synchilla, which doesn’t pill, and Capilene polyester, which withstands the heat of a dryer better than polypropylene.<\/p>\n In addition, the company uses its popularity to raise awareness around environmental issues and climate change and also provides an in-depth history — including its trials and tribulations–on its website.<\/p>\n <\/p>\n Like Patagonia, Yankee Candle’s history builds a story that is complementary to its brand.<\/p>\n The company’s founder was a broke teenager who melted crayons to create a Christmas candle for his mother.<\/p>\n A neighbor asked to buy it and thus began the company’s first sales cycle.<\/p>\n That one-man business gradually exchanged the crayons for paraffin and the operation moved from a residential kitchen to a former paper mill and then to a 1,600 sq. ft. factory store in 1983 which remains the company headquarters.<\/p>\n That loyalty to its roots coupled with a heartwarming inception story appeals to customers and sets the brand apart from its competition.<\/p>\n <\/p>\n Being authentic, sharing history and providing transparency helps brands retain customers and improve loyalty.<\/p>\n As Millennials become a driving retail force, taking this kind of conversational, inclusive approach with marketing will be much more effective than traditional advertising strategies.<\/p>\n <\/p>\n <\/p>\n","protected":false},"excerpt":{"rendered":" Authentic brands project sincerity and approachability, and their stories resonate with customers. Customers enjoy supporting businesses that have compelling histories, remain true to their roots and have a relatable brand message. Shoppers buy more from authentic brands Communications … Continue reading ![\"\"](\"https:\/\/www.retailpro.com\/News\/blog\/wp-content\/uploads\/2019\/10\/Blog.png\")
\u00a0Read blog: 3 qualities of authentic retail shoppers value most<\/a><\/p>\nAlign your brand and messaging <\/h3>\n
Commit to innovation <\/h3>\n
\u00a0Read blog: Digital innovation is not about technology. It\u2019s about people.\u00a0<\/a><\/p>\nTell your story<\/h3>\n