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How To Make Your Brand More Authentic 

People can be very unsure about things these days, and even skeptical about them – especially when it comes to money and parting with it. We’ve all become much more cynical than we’ve ever been in the past, and that’s more than likely down to all the scams and security issues we find online – how can we know what and who to trust? 

That’s a problem when you’re a customer, but it’s potentially a bigger problem if you’re a business owner because you’ve got to try to persuade customers that you can be trusted and that they can use your services or buy your products without any issues. That’s hard to do, although, you’ll be glad to hear, it’s not impossible. It’s going to come down to ensuring your brand is as authentic as possible, and with that in mind, here are some ways you can make that happen. 

Photo by Polina Zimmerman

Build A Genuine Story

If you want to be authentic when you’re working on your brand, you need to build a genuine story around it, and that story needs to reflect your journey getting to the launch of your business, what your mission is, and the challenges you’ve come across along the way (this is really important because it means you’re just as human as everyone else, and that can be a great connection to make). 

The fact is that a great story can really resonate with your target market on a personal level, instantly making your brand more relatable and, of course, trustworthy, which helps people choose you over and above your competitors. One way to make sure you get it right is to be honest (without getting too personal) and share some personal anecdotes, whether they’re positive or negative, and that’s going to help get people on board. 

Be Honest And Open

Your brand story isn’t the only place you need to be honest and transparent – your communication should be as well; transparency is a big part of authenticity because when people know they can trust you, they’ll be willing to work with you if you make mistakes or there are any issues (although still try to avoid them where possible). 

A great idea is to provide behind-the-scenes content showing your customers what happens after they place an order or when you’re coming up with new product lines, for example. You could let them in on the brainstorming sessions you go through, or even get them to help you design a new label and show them the sticker printing process too. The more involved they can get and the more honest and open you can be about how things are done (good and bad), the better, and the more authentic your brand will become. 

Prioritize Quality And Consistency

Is there any point in having a business if you’re not going to offer quality when it comes to your products and services? Although you might well have come across businesses that don’t seem to care about that kind of thing, the truth is that offering a quality end result is crucial – customers just aren’t going to come back if they’re not happy with what they get for their money. 

But what does that have to do with authenticity? Well, authenticity and quality are closely tied together because if customers see you’re doing and giving your best, along with the interesting insights you’re giving and the story of your business, they’ll have the full picture, and you’ll find not only are they happy to buy from you, but they’ll do it more than once, and they’ll recommend you to others, and when that starts to happen, it’s great news all round – that’s how your business grows. 

As for consistency, if you can nail that as well, you’ve got pretty much everything in place. It’s no good making sure you’re as authentic as possible only to be let down because your logo changes from day to day or your story doesn’t quite add up and so on. Stick to one narrative and stick to one branding decision, and your customers will soon get to know exactly who you are and, crucially, they’ll trust you as well. 

Final Thoughts 

Building an authentic brand isn’t something you can do once and leave there, and it’s not something that’s going to happen overnight – you’ll need to keep working at it and keep it up to date when you need to, otherwise your customers (not to mention your competition) will notice and they might decide they don’t want to work with you anymore. But if you’re authentic, honest, and consistent, you should easily be able to create a brand that works.