Brands are relationships between organizations and audiences. And, as with any relationship, honesty is key. Brands that want to build confidence and trust with audiences must show that they’re authentic. It’s not easy — especially when social media and other channels enable (and encourage) brands to project perfectly manicured images. But ultimately, consumers see right through the filters and fluff. Now, in an age of information overload and choice confusion, people are seeking truth — and craving to connect with something real.
Building trust in brand relationships means understanding the audience, learning what they want and need, and then offering it to them as openly as possible. Here’s what authenticity can look like:
The best way to connect with your audience is to stop talking “About Us” — and instead, communicate with them. Get to know your customers, fans, and followers. Listen to them. They’ll tell you where they find value in your product or service. And then, rather than trying to pitch them a value proposition, you can simply claim your uniqueness.
Author and brand guru Simon Sinek says, “People don’t buy what you do; they buy why you do it.” Show your audience why they should care. When they truly “get it,” and when it’s meaningful to them, they’ll become the most loyal ambassadors for your story and your brand.
Clearly defined boundaries aren’t a barrier to a business. Instead, they help the right people know what your brand stands for. Resist the urge to partner with a huge new customer that doesn’t share your brand’s ideals or doesn’t value what your business brings to the table. Not everyone is a fit for your brand, and that’s okay. When you can be clear and open about whom your brand serves (and whom it doesn’t), you’ll be amazed at the like-minded people who will step up and support your brand’s success.
There are people out there waiting to connect with “the real you” — the honest, plainspoken, authentic version of your brand. When your brand’s words and actions come from a place of authenticity — and when the message shows up at the right time through the right channels — your audience will not only “Like” it, but also embrace it. That’s when an authentic connection is made. And that’s when the fun begins.
Do you have a business and a brand with a genuine story to tell? We’ve worked with all kinds of organizations to help them share their truth. Let’s have an honest discussion about building open, authentic connections.