Brand authenticity is one of the important art of broadcasting truthiness of a brand to its consumers.
In this digital era, people from all over the world are connected through social media platforms. They easily can easily access to sufficient amount of information from websites, social digital platform & moreover Wikipedia.
If any business or brand lying to any audiences through advertising or any other marketing tool, people can easily catch-up with false statements.
That’s why brand authenticity comes into the modern digital market places, through storytelling & inbound marketing procedure to give the people what they want, the actual information/ services or facilities, rather than manipulate their thoughts, to consume any other thing.
AUTHENTICITY HELPS THE BRAND TO ESTABLISH AN EMOTIONAL CONNECTION BETWEEN THE BRAND & THEIR CONSUMER. MOREOVER, THIS TRUTH OF ART, HELPS THE BRAND TO BECOME LOYAL TO THEIR CONSUMER, DECREASES THE MARKET COMPETITION, INCREASE SALES GROWTH.
“Before we deep dive into the case study, few conception I, want to clear it from now. Many people (especially marketers one) think that marketing & advertising is the same thing, but that’s not true!!!!!!!!!!!!!!!!!!!!!!!!!!!!
Moreover, marketing SCI-ART technique ( a combination of science and artistic technique ), that help to establish an emotional connection between the brand & its consumers. Advertising is a tool of marketing, the marketer can use it, but again it’s totally their chose.”
According to Gina Balarin in her TEDx talk ………..
British marketing agencies had spent over £3.98 billion, in just 6 months for digital advertising. But, the most interesting fact is above 22% of adults are using paid advertising blockers, for not showing the add on their mobile or laptops.
The study also reveals the data of the inbound & outbound marketers are only rank paid advertising as their no 1 marketing tactics.
Now the real problem began !!!!!!
Now a day’s marketers become more listeners rather than they are shouting for the selling.
Authentic Brand Marketing Tactics Of Modern Age.
To overcome this challenge (converting from audiences to customers), marketers have changed their brand marketing strategy. The modern brand marketing strategy is —-
Make easier to find the company, by creating a modern website, SEO it properly.
Attract audiences to the website by creating genuine content. Develop value by providing them authentic valuable content or information (that’s why content marketing & blogging comes into the places).
Finally, convert them into a customer.
The Vice president of Global creative content marketing, David Beebe
” Stop Interrupting What People Are Interested In And, Instead, Become What They Are Interested In. ”
Nike never ever has broadcasted that, “we are creating great quality, footwear product for the athletes, they will feel comfortable whenever they use it” instead they broadcast their ” belief in something even if sacrifice for everything!”
The Role Of Storytelling For Brand Authenticity Representation :
We all as a human love to hear stories, storytelling is a creative art of attracting audiences & establish an emotional connection.
How To Increase Brand Authenticity?
Build a strong emotional connection with your customers.
Whatever you are broadcasting (the brand message), be consistent & always focus on it.
The “Candor”, be open transparent about your brand, no hidden charges.
“Listing”, the listing is a great skill, that helps you to position yourself towards the customers, helps you to realize their emotion & pain point. if your brand greatly solves their problem, you gain loyalty, trustworthiness.