Howard Schultz said, “Marketing can help build brands, but authenticity is what makes them last. If people believe they share values with a company, they will stay loyal to the brand.” At the heart of all marketing efforts, there lies branding. It has always been an unspoken activity to build your brand as you put your strategies to effect. While what you offer may be common, what sets you apart is your authenticity and values. So, what exactly is brand authenticity? How do you know your brand is promoted as an authentic entity? Well, here’s the key! Brand authenticity is defined well by how unique product or experiences your brand has for the end consumer. It is the customer whose idea and acceptance of your product that matters. Brand authenticity clearly defines what your brand has to offer for the masses or the target audience. The more uniquely valued proposition, the more your brand holds the chance to stand out.
With changing times, marketers have utilized all means to develop, harness and maintain their brand identity. They have utilized their USPs (Unique Selling Proposition) to market themselves. Each brand has a unique offering and stands out for what they have to offer. What is it that decides the best out of two brands that offer the same set of product or service? What is it that helps one brand create a mark in the market? Here’s it. The best one stands out by the virtue of the customer’s satisfaction. And customer satisfaction generates influence. Customers, therefore, are considered as one of the best influencers for a brand. Before the digital age arrived, the only kind of influencers marketing focused on was customers. They shared true and valued opinions about your product/service, its effects, and how its use would benefit them. It is a well-known fact that people tend to trust and use products that their near and dear ones would recommend. They highly tend to choose the product and service suggested by another human (who is a consumer of the brand’s product/service). That is where the idea of influencers initiated in times of social media.
What’s The Role of Social Media in Brand Authenticity And Influencer Activity?
In today’s time, it is not a hidden fact that most of us spend most of our days on social media platforms. As much as we may not want to, we still end up doing it anyway. The social media effect, in other words, is a love-hate relationship that gets us spending long hours on our loved platforms. As times changed, marketers made a note of this fact. They started channeling all the ads and promotional campaigns over social media rather than newspapers and radio. The social media has therefore served as a platform to reach out to people, show them what you have to offer and gather their inputs in the shortest time span there ever was. Today, we can quite gauge the acceptance of the audience with a few hours of the campaign. The conversions, therefore, are traceable and help understand where our money goes and what the returns are.
Above all of this, brands initiated the concept of brand influencers and from there derived the influencers of various categories who help understand various brands under one category. For example, travel influencers suggest places to visit. Along with that, they also tell you which Travel Company gives the best travel experience if you visit a particular travel destination. A person advocating a brand builds trust in the minds of the audience.
Statistics say that a consumer before buying anything online makes a background check through reviews. This buying pattern helps us believe that customers believe what other customers say before making a purchase. This also means that irrespective of the fact that the person knows or doesn’t know the buyer personally, he/she is bound to trust a word of mouth before making a purchase.
This simply explains how important brand authenticity is and what influencers mean to a brand. A brand is built by what they offer to their customers, how they retain their offering and what kind of experience do they deliver to their end user. Therefore, be authentic, develop trust and create work that makes a difference so that people can talk about it. That is exactly how successful brands are built.