The Importance of Creating an Authentic Brand and How to Grow While Staying True to It

 Social media is constantly saturated with new and tenured brands all trying to grab consumers’ attention. With the information overload online, brand leaders find themselves in a constant rat race to post the “right” thing at a certain time of day, a certain number of times a day with the perfect hashtags and curated images or videos. Instead of creating authentic branding, businesses often fall into the trap of posting what they think they should, offering services they think they should, and saying what they think they should. In the meantime, brands lose their uniqueness, their credibility and their ability to stay true to themselves.

 Authenticity is a necessary part of the branding process that every company needs to succeed. Jeff Martin, CEO and founder of Jeffrey Agency and University Recruiters, has become a leader in the staffing and recruiting space by staying true to his brand. He has built his personal online presence as a staffing expert by pouring his staffing knowledge, recruiting expertise, and career experience into his brand. The results of staying true to his mission and passion for staffing has led to great success with recruiters all over the world looking to him for training and mentor-ship. Both of his companies have grown to become nationwide recruiting firms that handle staffing for some of the most prestigious companies in the country. Martin built his brand from 0 to 7 million weekly views in a year. He is also one of the most sought after advisers to Fortune 100 and 500 companies for hiring strategy.

 Martin’s success shows that building an authentic brand is just as much about being in touch with your audience as it is about being in touch with who you are. Branding comes from the inside out. It is possible to build an impactful and successful brand without “selling out,” i.e. relaying a message that is disingenuous to who you are and what your brand is in order to gain more followers or likes.

 Here are some tips that Jeff Martin has done to receive over 5 million profile views per week while staying authentic to his brand:

 1- Get to Know Your Audience

Identifying the WHO in the 5W’s and H (Who, What, When, Why, Where, and How) is the first step in building an authentic brand. When you know who your target audience or demographic is, you can then learn about who they are, what is important to them, and what they're looking for. It is only by listening to your audience that you can build an authentic connection and a relatable brand. Your audience has a problem that it needs solved. Only by listening to them and getting to know them can you provide creative and impactful solutions.

 2- Define Your Purpose and Passions

Every brand wants to be successful, and of course, a part of success is generating revenue. However, money can’t be your sole purpose. Your audience can smell a fake. (Refer back to Tip 1.) Consumers are savvy, and they will instantly gravitate toward a brand that knows its purpose and passion and showcases it. What skill are you confident in that you can use to positively impact others? Thought leaders who know their passion from the start and build a brand around this will ultimately create a brand true to themselves and that consumers love. Ask yourself: What would I do for free? Figuring out what you love and what fuels you is the key to a real brand.

 3- Show Your Personality

Your audience knows there is someone behind the computer on the other side. If they feel like the information being relayed is coming from a robot, they are more likely to disconnect or not come back to your page. Grab your audience by letting them know there are people behind the brand. Allow your audience to get to know you through videos, images, or posts with your voice, your opinions and your passion. If consumers feel like you are more like a trusted friend rather than someone trying to get them to buy into something, then they are more likely to come back.

 4- Communicate.

Be available to talk with your audience. This is a great way to build an environment of authenticity. Communication is key. Social media allows you to have one-on-one communication more than ever. Respond back to your audience’s questions and comments. If they have a complaint, be speedy in your response back to them. This will show your audience that you care and leave them feeling more connected to the brand. When consumers feel a brand cares about them, they come back and they bring friends with them.

 5- Tell Real Stories (Yours Included)

Authenticity boils down to the desire to feel connected. People want to be seen and heard, and connection helps people not feel invisible and alone in their journey. The best way to connect with people is by telling true stories. Tell stories that help people relate to your brand and understand how fits into their lives. Tell stories not only about your company but about people in your company and in your audience. Telling your story lets your audience know your brand is just like them, and it has similar values, goals, and likes.

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