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We’re in a time of great change for brands and consumers. More companies are sharing information about what they do and why, which means consumers are more skeptical than ever. If you want to maintain your authenticity and transparency as a company, then you need to work hard on keeping up with the trend. But don’t worry—we’ll help!
Consumers are more skeptical than ever.
In today’s world, consumers are more skeptical than ever. They want to know what is behind the brand and who you are as a person. They want to know how your values align with theirs, what makes you unique, and where your products come from—and how those things relate to them in some way.
In addition to this need for authenticity and transparency in brand management, many consumers are also concerned about environmental issues such as climate change or human rights abuses at factories overseas that supply your products. When they see this type of information being shared publicly by companies like yours online (through social media), it can be damaging for business relationships over time because it creates an image of dishonesty or lack transparency in operation practices which may lead others away from buying from said company’s products/services again down the road.
In order to effectively manage a brand online, it is essential to consistently maintain authenticity and transparency. Utilizing online measuring tool and artwork management software are great ways to ensure that each customer interaction or online marketplace transaction reflects the core values of your business. Having a comprehensive understanding of who you are as a business and then making sure that information accurately reaches your customer base is absolutely key in taking your brand to the next level. Without maintaining authenticity and transparency in the online realm, potential customers will simply move on rather than trust in the value of your brand.
More companies are disclosing how they do business.
More companies are being transparent about their business practices, and also being honest about them.
Companies that are transparent with their customers or potential customers tend to be more successful because they’re able to build trust between themselves and their audience.
By being transparent about what you’re doing, it allows people who care about your brand (or any other company) to have greater insight into what’s happening behind the scenes—and it makes them feel better about supporting whatever cause you might be fighting for or advocating for.
Authenticity and transparency aren’t the same thing.
Authenticity and transparency are both important, but they are not the same thing. Authenticity is about being real and genuine, while transparency is about being open and honest.
For example, consider two brands: one that has been around for decades and another that’s only been around for a year. Both have built up an audience over time; one of these brands may be more authentic than its competitor because it speaks to customers’ needs in a direct way; however, if the other brand was more transparent (if it shared information about its products or services), then it would be seen as more trustworthy by consumers who want to know exactly what they’re getting from their purchase experience.
There’s no magic formula to perfect authenticity
It’s important to note that authenticity is not a switch you can turn on and off. It’s a process, and it takes time for brands to truly achieve it.
Authenticity is also not just about being genuine, but being real—which means both of those things have to be at play at the same time. At its core, authenticity is about being truthful with yourself and others around you; it’s about revealing your true self in all its imperfectness (and therefore vulnerability) so others will see beyond their own preconceived ideas about who they thought you were before meeting you in person or reading something online or watching TV commercials with your company logo plastered across them as eye-catching marketing material.
So how do we get there?
Work hard to maintain authenticity or it’ll hurt you.
You’ve probably heard the phrase “authenticity is the greatest asset,” but you might not know what it means. For starters, authenticity isn’t just about what you say—it’s also about how you behave. Authentic companies are transparent about their values and their mission, so that customers can see exactly what they stand for as a brand. They’re honest with themselves and others about any challenges they face in maintaining these values or executing on their mission (for example: “We don’t have enough money” versus “We need more funds”). And finally, authentic brands show true commitment to customer service by taking care of their employees’ needs before turning around and serving theirs!
You’re not going to please everyone, so don’t try!
You’ve probably heard the saying “you can’t please all of the people all of the time”. And it’s true! There will always be people who don’t like you, and if you try to please everyone, you’re going to end up pleasing no one.
Instead, focus on your core audience and make sure they feel connected with your brand. If they love what they see and hear, then great—but if not… Well then at least now we know where our priorities should be!
Authenticity is important in brand management because it’s the only way to truly connect with your audience. It’s also an essential component of authenticity that you can’t fake or hide, so if you’re not authentic and transparent, you’ll struggle to build trust with your customers.
The best example I’ve seen of this comes from the restaurant industry—and it involves a burger chain called Shake Shack (shakeshack.com). The company has been successful by sticking to its roots: No fancy names for burgers; just good old-fashioned American food made fresh every day using real ingredients like beef and cheese!
In fact, they even give away free hot dogs on national holidays like Memorial Day and Fourth of July! They’ve been able to do this because they understand their core customers well enough that they know what their expectations are going into each meal at Shake Shack…so when someone orders an expensive burger like The Classic Cheeseburger ($5), there’s no doubt as to what kind of experience will follow afterward.”
If you want to be authentic and transparent, try being honest. Don’t speak in vague platitudes, but don’t be afraid to get specific about how you do business. And if someone asks questions, don’t brush them off with a “we’re all different” answer or an excuse like “we have lots of different people working here.”