“Great advertising is the expression of deep emotional sincerity.”
— Storm Jameson
Before the age of the Internet and social media, it was much more difficult for customers to disprove any claims that a brand made in their advertising. But today, customers share their thoughts freely on a variety of platforms, which makes it easy to notice discrepancies, online mishaps, and unfulfilled promises. This online environment means brand authenticity is becoming more and more important to every organization’s marketing plan. Authenticity involves integrity, total honesty, and transparency. Brands must make sure they have:
- Consistent messaging and missions
- Promises and values they can fulfill
- Mission statements based on moral principles
“Brand authenticity is the extent to which consumers perceive a brand to be faithful toward itself, true to its consumers, motivated by caring and responsibility, and able to support consumers in being true to themselves.”
— The Journal of Consumer Psychology
Brand authenticity is particularly important to Millennials. In fact, according to a study from the Boston Consulting Group, authenticity is second only to loyalty discounts in importance. Inauthenticity and inconsistent messaging can not only damage prospects among this particular demographic but can hurt a brand’s overall image and performance. Consumers who use social media are bold; they won’t hesitate to call out a company or a CEO for not living up to their promises or proclaimed ideals.
Advertising and marketing messages tell a story about your brand, and you need to make sure it’s a true story. Social media and the internet have created so many points of contact with potential customers. If different platforms show different messages or attitudes, it can be confusing. We always practice authenticity in our own brand messaging, so we know exactly how to help our clients be authentic. Email firstname.lastname@example.org or call (914) 607-7888 for a new, more honest online strategy.