Why do authentic brands matter so much?

Pauliny Zito – Planner, copywriter and copydesk –

Authenticity is about originality.

And that's nothing more than

being ourselves

, in every sphere and at every moment. It sounds easy, but it isn't.

People form emotional connections with brands — and that converts into sales. They want a positive, satisfying experience with them, which tends to be perceived both objectively and subjectively.

How do people see, perceive and experience your brand?

In this article, I explain why authenticity is so important to a brand's success.

Pauliny Zito – Planner, copywriter and copydesk –

Authenticity is about originality.

And that's nothing more than

being ourselves

, in every sphere and at every moment. It sounds easy, but it isn't.

People form emotional connections with brands — and that converts into sales. They want a positive, satisfying experience with them, which tends to be perceived both objectively and subjectively.

How do people see, perceive and experience your brand?

In this article, I explain why authenticity is so important to a brand's success. Source: wayhomestudio (Freepik) Ethical brand building

In October 2022, Google Brazil published an article on leaders' predictions for the next decade in the marketing world, that is, up to 2032.

Ethical brand building is one of those predictions, put forward by Alex Schmider, Director of Transgender Representation at GLAAD — Gay & Lesbian Alliance Against Defamation — the world's largest Lesbian, Gay, Bisexual, Transgender and Queer (LGBTQ) media advocacy organisation.

Generation Z, the most racially, ethnically and culturally diverse — and also the most queer to date — will be a generation of adult consumers in 2032 and will value brands that act in line with their values.

So it will no longer be enough to tell the brand's story only in advertising; it will have to be told in everything the brand does. JTNDZGl2JTIwY2xhc3MlM0QlMjJmYi1jb21tZW50cyUyMiUyMGRhdGEtaHJlZiUzRCUyMmh0dHBzJTNBJTJGJTJGd3d3LmplbGx5Y29kZS5wdCUyRnRlY25vbG9naWElMkZhLXZvei1uby1jb21hbmRvLWRvLWZ1dHVyby1kYS10ZWNub2xvZ2lhJTJGJTIyJTIwZGF0YS13aWR0aCUzRCUyMjEwMCUyNSUyMiUyMGRhdGEtbnVtcG9zdHMlM0QlMjIxMCUyMiUzRSUzQyUyRmRpdiUzRQ== Source: Benamôr website How to be an authentic brand

A brand's authenticity is directly linked to the trust consumers place in it.

An authentic brand has a clear identity and a well-defined purpose.

An authentic brand sets its tone of voice and its positioning so that everything works as a harmonious whole.

An authentic brand looks for ways to connect with people through content and to involve them in the conversations around the brand.

An authentic brand doesn't switch to autopilot and do something just because “everyone else” is doing it.

An authentic brand shows its human side.

A brand innovates because it is authentic.

Be frighteningly yourself

Wednesday Addams, from the series Wednesday, is frighteningly authentic. But why?

Let's see…

Wednesday knows what she wants and what she likes, and she makes her choices based on the connection she has not only with her family, but with herself.

She can adapt without losing her autonomy or her individuality, leaving her mark wherever she goes.

She is emotionally intelligent. Emotional intelligence has a lot to do with focus, with understanding the power of working through your insecurities in order to stay true to yourself, whether in moments of doubt or in moments of questions and ideas.

Wednesday has plenty of energy and manages to channel her emotions towards her goals, always focused on one task at a time.

She shows us that being aware of your emotions is a positive thing.

Wednesday is authentic.

Is your brand aware of everything it is and everything it represents to people? Source: Wednesday, Netflix © 2022 7 strategies for your brand's authenticity 1) Communicate well

Be clear about who your brand is. Once you know your brand intimately, its likes and dislikes, once you know its values and the causes it supports inside out, the next step is to communicate well, clearly and assertively, with your persona.

To do that, you need to know that persona very well, and then define and create a compelling brand narrative that unifies your company, reaches your customers and helps differentiate your brand internally and externally at every touchpoint, tailoring the communication to the buying journey.

2) Use social proof

Include testimonials, reviews and positive customer comments in your communications and on your social media to show that your brand is appreciated and has their approval.

3) Tell your story

Humans connect with stories, so to make your brand known and show the value it brings to the world, there's nothing better than telling your story, your brand's story. Talk about how your brand came about, why it exists, its purpose and, in particular, what your brand does for people's benefit. Dr. Bayard tells the whole story of the brand on its website, from its origins (1930) to the present day. Source: Dr. Bayard website 4) Use real images

Whenever possible, choose real images over stock images. This brings more authenticity to your marketing campaign and, consequently, to your brand, as it shows who the people behind the operation are, for example, or even what your brand looks like on the inside (the company itself). That said, when you really do need to produce or buy images, go for the most natural takes possible.

5) Produce authentic content

Generation Z (especially, but not only) expects brands to produce relevant material quickly, with organic distribution centred on content creators, and to hold clear, well-defined values consistent with the brand's own. With more and more people consuming more and more content, only authentic brands tend to stand out and, in doing so, survive the vastness of social media.

Authentic content provides value, is genuine, takes an organic and personalised approach, and is consistent.

6) Be transparent

Practising what you preach and being transparent are the basis of a healthy, trusting relationship — and that applies just as much to the relationship between brands and customers.

7) Listen more, talk less

Listen to what people are saying about your brand through research, polls and social listening (mainly on social media) and act on it, solving any problems or pain points they may have with your brand and/or product or service. Emotional motivators for buying

In a 2022 global NielsenIQ study on what motivates consumers to choose a brand, particularly smaller brands, three main attributes emerged: functional, emotional and brand resonance. Source: Dove In general, based on the feelings expressed by consumers around the world, there are three key emotions a small or medium-sized brand should focus on:

1) Connection

A bond that lasts.

2) Pride

For some, this feeling comes from a brand that makes a difference in their community. For others, it comes from choosing a brand that is better ‘known' than others, so they can show it off or talk about their experience.

3) Interest

Fifty-six per cent of global respondents said they like to know the story behind brands, their origins, their reason for being. And 51% think smaller brands are more authentic.

Trust Barometer

The 2023 Trust Barometer, produced by Edelman with a sample of 32,000 profiles collected across 28 countries, highlights that:

“Broadly speaking, the loss of faith in government positions the corporate world as the only one capable of shaping a more ethical future.”

Division is on the rise. And of all respondents, 53% say their countries are more divided than in the past.

On consumption, “as many as 63% of consumers buy or advocate for brands based on their beliefs and values, although this is a double-edged sword in polarised societies”.

As for the job market, “as many as 69% of study participants say their willingness to join a company depends on factors such as whether the business reflects their values, whether the company addresses social issues, whether it stops certain practices if employees object, or whether the CEO speaks out on controversial topics that concern them”.

This study shows us that brands have a crucial role to play in strengthening the social fabric.

Examples of authentic brands

I've picked five authentic brands to inspire you!

1) Trade Coffee

Think Global, Drink Local. Trade Coffee handpicks the highest-quality, ethically sourced coffee to connect coffee lovers with roasters across the US and help them discover the coffee they'll love. Its mission is to support local communities near and far by connecting coffee drinkers with better coffee.

Discover the Best Coffee in the Country

2) Patagonia

Start Small, Go Big, Give Back. Patagonia invites you to take action. How? By getting involved with grassroots groups working on regenerative agriculture, renewable resources or conservation to tackle the climate crisis head-on. Take action! Find an organisation. Sign a petition. Attend an event. Donate. Offer your skills.

Activism stories that inspire — Episode 6: We Are The Water

3) Dove

Dove believes beauty should be a source of confidence, not anxiety. The brand exists to help women around the world build a positive relationship with their bodies.

Real Beauty Runs Deeper — Beauty comes from within

4) Dr. Bayard

Dr. Bayard is a genuinely Portuguese brand, born in a village in the municipality of Almeida. With simple, creative copy laid out along a timeline, the brand welcomes visitors to its site by telling how a great friendship gave rise to the perfect recipe for Dr. Bayard sweets.

The matter of Dr. Bayard's degree has been cleared up

5) Benamôr

Benamôr is an authentic Portuguese natural beauty brand, with six shops in Portugal and a presence in 25 countries. Its natural beauty recipes are developed in its own laboratory and ethically handmade at its factory in Lisbon, as they have been since 1925. The brand believes innovation comes from nature, which is why it creates high-quality skincare formulations that are 99% natural in origin, blending Portugal's lush natural diversity with clinically proven ingredients to deliver skincare results.

Natural Beauty Recipes, handmade with Savoir-faire and love in our Factory since 1925

Be genuine

Consumers unanimously want brands to be trustworthy, authentic and innovative.

Authenticity necessarily starts with self-knowledge.

If you don't know your brand well — its mission, its vision, its likes and its values — you are a long way from actually being an authentic brand.

Take some time to get to know your brand and the causes that drive you, and to define your purpose and mission together with your employees and customers. We hope this article has inspired you in some way. Also read the article “Inclusive Marketing: why inclusion and diversity are essential for brands” to explore the subject of brand authenticity further.