Five Fundamentals of Business & Product Branding: Part 3 – Building an Authentic Brand

To give your brand true value and presence, and a chance to stand out from the competition, you need to convey authenticity. An authentic brand will enable customers to feel assured and have the confidence they know what they are getting, which in turn will encourage loyalty and longevity. But developing authenticity isn’t just about appearance, it is at the core of what you do and the ethos of who you are.

Who are you?

To be authentic, you need to have a clear understanding of who you are and what you are providing, whether it’s a service or a product. What is your niche? If this becomes confused or distorted, your customers will start to question whether you can deliver what they are expecting.

There also needs to be a clear distinct set of rules about what you are offering, think of it as your code of conduct, and you need to live by these to secure and maintain trust. Ensure everyone in your team has a clear idea of what is different about your company and strive to keep it that way.

Unique Appeal

Once you have established who you are, you need to understand where you fit into the current marketplace and how you can market yourself to show off your unique appeal. You may need to research what else is out there, so you are confident you will stand out. This uniqueness must be intrinsic to your brand, and at the core of your product or service. You know what is on offer, but you need to be sure the message is being clearly communicated to your customers.

Consistency and Creditability

So, you know who you are, and you have made sure your clients are clear about what to expect from your brand. Easy. Now you need to consistently deliver what you have promised. To maintain credibility and earn a reputation for being genuine and trustworthy, it’s important to nurture and value relationships with your customers. Even if the service you provide is transactional, the ensuing human interaction enables you to demonstrate the ethos of your brand and why you are a dependable business to deal with.

Market Yourself

To cultivate brand authenticity, it’s also crucial to be consistent across your marketing strategy. Keep the tone and image of your company, or product, steady throughout the different mediums. How your brand is represented on your website, should be adopted throughout your advertising campaigns, newsletters, and any social media posts.

Every LinkedIn post, or feedback, should be reflective of your brand personality. Ensure you are engaging purposefully online, and offering ideas, comments and advice that continues to demonstrate what your brand is about. The image you want your customers to see, is the only one they should have access to.