Producing Authentic Brand Stories Consumers Expect
The word “authenticity” is thrown around a lot in modern marketing, but why exactly should brands care so much about it?
The answer is simple: Consumers expect it. And when you win them over, they are your best advertiser.
Furthermore, consumers can sense when brands are overextending their reach at the expense of their existing market. According to a study by Stackla, 57% of consumers think that less than half of brands create content that resonates as authentic.
Our digital age has ushered in a new level of openness where authenticity has become more important than it ever was — largely because consumers can so easily (and publicly) call out brands for being unethical. People are much more focused on values, ethics, morals, and mission statements, rather than the frills and features of a product or service.
In this article, we outline five tips that can help you create authentic brand narratives.
Consistently align your marketing efforts with your mission statement
Being authentic doesn’t just come down to producing one sustainable clothing line or participating in one community service event. Rather, it's about consistency across each marketing touchpoint and how each affects the greater good.
Social efforts that align with your brand’s purpose make for powerful ads — and this is what makes brands with powerful mission statements so successful.
Chobani, whose mission is to create positive change in our country's food culture, is an exemplary case study of an authentic brand. From the humane treatment of its cows, to the fair relationship with its farmers, to giving each employee a stake in the private company, the yogurt brand has always been focused on serving a higher purpose.
Focus on relationships
The success of a brand is closely tied to how emotionally in tune a brand is with its customers — and this largely boils down to forming meaningful relationships.
“I think you really need to think of brands as relationships — no different than human relationships,” said Marisa Thalberg, CMO of Taco Bell. “They are fundamentally different, but the things that underlie are emotional connections.”
Similarly, National Geographic has a broad strategic intention to approach core themes important to their consumers — like human exploration and climate change. Tackling these topics across their digital channels allows National Geographic to be front and center of these conversations. An example of their focus on relationship-building was on Valentine’s Day in 2017, when they used their social channels to ask consumers to write love letters to the earth.
Establish your purpose in a consumer’s life
In a world of rapid innovation, marketers cannot rely on mere product differentiation to engage consumers with their brands. Rather, they need to find how they can make a meaningful tie-in between their brand and the lives of their consumers.
Consider P&G, who is committed to establishing overarching purposes for each of its unique brands and product lines.
Its hair care brand, Pantene, has always been a brand rooted in female empowerment — from its “Not Sorry” video telling women to stop apologizing, to its “Strong is Beautiful” ad celebrating the heritage, diversity, and beauty of African American hair. While these campaigns have inherently different premises, they both retain a message of female empowerment.
Don’t let technology get in the way of storytelling
With cutting-edge technologies and modern software at our fingertips, it’s difficult to not use it to embellish our marketing efforts. And while technology can certainly enhance a story, the heart of the brand should be fully apparent when you strip down an advertisement.
In recent years, many brands have vowed to not retouch or photoshop their advertisements. In February, skin care brand Olay made a promise to zero skin retouching in all advertising by 2021. The Olay Skin Promise Logo will soon appear on all ads to assure consumers they have not been untouched.
With more and more brands making commitments to realistic imagery, they are better able to tell purpose-driven, meaningful stories.
Own up to your mistakes
If brands don’t own their mistakes and challenges, someone else will.
When done well, corporate apologies can remedy a PR disaster and ultimately better a brand’s reputation. Many brands have released public apologies — which can show consumers the humility and sincerity of brands.
In the U.K., KFC was faced with an extremely bizarre crisis a couple years back: a chicken shortage that forced hundreds of stores to temporarily close. Facing extreme public backlash, KFC ran a full-page print ad apologizing for the closures. The ad featured a cleverly redesigned logo with a near-expletive anagram of its brand name.
While it’s rarely appropriate to use humor in a public apology, KFC nailed their response.
Brands, are you owning your authority?
86% of consumers say authenticity is important when choosing what brands to like and support. Authentic brands remain honest and transparent, stripping away the veneer of perfection that today’s celebrity-centric and consumerist culture has created. An understanding of your consumers coupled with a throughout execution of your brand’s purpose will help you remain authentic throughout your marketing efforts.