How Authentic Is Your Company Brand? | PENNInk Productions
by Liz Seyi Digital marketing managerBrand
authenticity is something that we seem to hear about a lot these days, to the
extent that you may have initially dismissed it as a bit of a buzzword –
something that isn’t necessarily very important, or that you lack the time to
think about in the running of your business.
However,
it is also important to appreciate that how your organisation presents itself
online is far from a frivolous matter. Being authentic is key to
reassuring potential and current customers that you are what you claim to be –
that your stated values and principles are backed up by your actual actions and
how your business lives and breathes every day.
Authenticity,
then, is crucial for building trust among your target customers, and as a
consequence, a steady and loyal following of people who know you mean what you
say and say what you mean. But what else do you need to know about presenting
your brand authentically?
Is authenticity basically just about being yourself?
Ask
this question to any provider of Internet
marketing consulting services
like PENNInk Productions, and
they’ll say yes… and no.
After
all, in the real world, there’s a bit more nuance to being authentic than
simply being yourself. You wouldn’t, for example, turn up to the office or a
corporate meeting in shorts or pyjamas, even if you might dress like that when
you’re lounging about at home. Nor would you use swear words (or at least, we hope
not) in your brand’s social media posts or marketing emails, even if you speak
like that in the bar with your friends.
So,
being authentic as a brand must still take place in the context of being a
responsible business that respects its audiences, including clients and
customers.
Consistency is a key component of presenting your brand
authentically
Practising
genuine authenticity across everything your brand does will naturally entail
close consideration of the many other elements of successful branding.
One
such element is consistency. If you wish to present your brand as authentic in
what it says and does, you need to be conveying the same tone and values across
all of the channels on which your brand is present, including your website,
blog, social media, and marketing emails.
The
obvious visual elements of your brand identity, such as its logo and colours,
will also play a big role in communicating both authenticity and consistency.
Your choices in this regard should be in line with the other aspects of how
your organisation operates – whether your brand’s mission is prestigious and
formal, or offbeat and light-hearted.
The
more authentic your brand is across every aspect of what it says and does, the
likelier it is to be seen as credible by the audiences that you need to attract
for your firm’s survival and growth. Be human, and learn from your mistakes,
but also be proud of who you are, and you will be going a long way to building
the brand authenticity that is so crucial if you are to achieve success.
Are
you on the lookout for Internet
marketing consulting services
that will aid your mission to develop authenticity and consistency for your
brand? If so, our team at PENNInk Productions would be delighted to hear from you,
and to discuss how we could work together.
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Created on Oct 7th 2021 07:33. Viewed 265 times.