Building Brand Authenticity in a Noisy Market - How Can it Be Done?

Brands do anything to catch attention. They are ready to spend crores on increasing their publicity among the public, especially in the Indian market, where public visibility becomes the synonym for quality. If ‘Dairy Milk’ was just another chocolate, we would not have bought it this much. For us quality means brand visibility. In this light, building brand authenticity has grown to be one of the most vital elements of differentiation in an overcrowded market for any product. Authenticity is the bedrock of profound, long-term brand success.

It is said that Rome is not built in a single day, and so is your brand. Making your brand credible and authentic, requires persistent hard work, with abundant creativity. How can your brand win the already crowded market? The answer lies in the tried and tested strategies of today’s leading brands. Discover 6 proven techniques to build genuine brand authenticity, even in the noisiest environments.

1. Know Your Purpose and Stick to It

Knowing your purpose and sticking to it is at the very core of brand authenticity. Why does your brand exist besides making a profit? What does it bring into the world? A valid and honest purpose resonates deeply with consumers and instills brand loyalty. Successful brands don't sell products; they sell a mission, belief, or lifestyle that aligns with the values of their audience.

Take ‘Dairy Milk’ as an example. They have not just made chocolate but a love story. Cadbury beautifully intertwined the emotion of love with ‘Dairy Milk’. It is way beyond some high-level marketing ploy; it's in everything they do, from designing a variety of products down to being the symbol of Valentine’s Day gifts!

2. Embrace Transparency

Consumers like honesty, especially in a market full of inflated claims. Transparency builds trust and proves your brand has nothing to hide. This is as easy as being transparent about how products are created, taking on challenges head-on, or having transparency in pricing. In this age of information, anything a consumer does not know about a product they can look up themselves. It is then easy to catch any deceitful practices that will hurt your brand.

Recently Flipkart created a buzz by creating ads that happened to be objectifying women as part of their Women’s Day Sale, but later they came up with apologies. It definitely boosted their transparency as it indicated that they are true and can accept mistakes if pointed out. In being transparent, they acquire a loyal set of consumers who appreciate feeling enlightened and respected.

3. Create Emotional Bonds

While many compete in an overly active marketplace, emotional connections with the building of your brand will set your brand apart. Consumers are more likely to be loyal to those brands that speak to them on personal levels. This includes true storytelling and is representative of your identity as a brand. Sharing with your audience the challenges, successes, and faces behind your brand humanizes the company and makes it more relatable.

Consider brands like Apple, which have created an emotional ecosystem around the product. Apple's brand is not about technology but innovation, creativity, and a certain lifestyle that accompanies each product. It is this emotional connection that has driven Apple to become a household name.

4. Be Consistent Across All Channels

Consistency is the cornerstone of building a trustworthy and authentic brand. It goes beyond individual campaigns or posts, ensuring that every interaction a customer has with your brand reflects the same values, voice, and message. How your brand communicates and behaves through every touchpoint-social media, ads, and customer service is crucial in building your empire. The bottom line is that inconsistent messaging will eventually confuse your audience and erode their trust.

Align your brand voice, visuals, and values at every touchpoint your audience will interact with. Whether it's visiting your website, reading a tweet, or watching an ad on TV, the experience should feel cohesive and communicate the same values and story.

5. Actively Listen and Respond

Consistently treating the customer as king will boost your brand to new heights. Listen to your audience, engage actively, and make it known that you value their feedback. It not only makes your brand relatable but allows you to grow, based on insights emanating from the real world.

Take Zomato or Swiggy, for instance, who constantly reach out to the community and address queries and complaints professionally. By showing that you are being heard and your complaints are neatly addressed, these brands have fostered a good relationship with their audience and further strengthened their brand authenticity.

6. Deliver on Your Promises

After all, actions speak louder than words. It is not good enough to communicate values and intent; it is much more important to actually deliver them. Failure to live up to expectations damages the reputation of a brand quickly, while consistent over-delivery against expectation can create loyal customer advocates.

Amazon's pledge for quick and sure service is a very good example of promised delivery. Its commitment to customer experience helped it gain a position as one of the most trusted e-commerce platforms in the world.

Authenticity as the Way Forward

In a marketplace full of noise, authenticity isn't a luxury; it's a necessity. It is built through purpose, transparency, emotional connections, consistency, active engagement, and keeping your promises. While brands are becoming increasingly desperate to be ahead, only those who stay true to themselves will conquer the competition and live to fight another day.