The Value of Authenticity
Why Should brands be Authentic ?
What will this video cover?
Authenticity Definition Authenticity vs Inauthenticity The importance of being Authentic The value of organisations being Authentic The benefits for Authentic brands How to build an authentic organisation
What is brand Authenticity ?
Brand Authenticity can be defined as the creation of a conversation between the targeted audience and your brand that is genuine, free flowing and is natural as possible. Brand authenticity is a multi-dimensional and complex concept that can be defined as the degree that consumers view a brand to be true and faithful toward its customers and itself and within that the organisation urging its customers to be true to themselves.
What is the difference between Authenticity & Inauthenticity ?
An authentic brand is identified as a brand that is upright, sincere and original which also resonates to brands being simple, honest and natural This means that brand authenticity is not only determined by a brand’s commitment to their promises and values but also the way the organization operates in their transparency, internal and external culture, the authenticity of their products and services and in their customer service.
Inauthenticity in a brand leads to the customer losing trust in the brand and the decrease in the brands integrity. An inauthentic brand is identified as a brand that is not original, that is disingenuous and not upright in their in their marketing efforts as well as their product or services. An inauthentic brand is a brand that doesn’t commit to their promises and operate in a manner that is different from their advertised values. A brand that is not authentic is not transparent in their operations and this includes the quality of their products and services. This is a brand that generates a negative word of mouth and have an overall brand image
What is The importance of being Authentic?
The importance of being authentic as an organisation or as marketers assists you developing a meaningful brand image that will resonate with consumers as having a sense of sticking to the organisation’s true values and image and this leads to brand trust and perceived value . by brands being authentic in their operations and offering their customers get to experience unique products or services and through consistent unique and authentic interactions with a brand the connectedness between the customer and a brand increases and this leads to growth in customers trusting the brand as well as there being growth in the customers perceived value of the brand.
Brand Authenticity is a major component in a brands success, which makes it important for a brand to be authentic because it will lead to a higher level of brand trust, perceived brand quality, perceived brand value and being a favourable choice in the decision making process when a consumer is purchasing a product or a service.
What is The value of organisations being Authentic ?
The more authentic a brand appears to be, the higher the quality of the product or service seems to its consumers. Authenticity is now used as a benchmark by consumers, in which they compare the level of authenticity amongst different brands and try to identify which ones has similar values as their own personal beliefs. So the higher an organisations brand authenticity is the more favourable they become in purchase decisions.
Brand Authenticity can also be used in market positioning because it assists marketers in identifying their target market through their shared values and principles (with their customers and potential customers, this is also known as self-congruity), and this assist marketers in being able to target them effectively and efficiently . The value of authenticity shines brightest when organisations are attempting to win the hearts of their target market when being authentic, organisations can establish connections with consumers much easier, because being authentic allows them to better the consumers experience and this will position the organisation to be perceived as an organisation with higher quality products or services and be seen as superior amongst the competitors.
What are The benefits in organisations being Authentic ?
Creation of influential brand image and identity : Brand authenticity provides brands with longevity and continuity, this done through the concept of “staying true” just as a person develops overtime and is able to reinvent themselves so do brands, authenticity assists with this because through its components of transparency and virtuousness the brand has space to be continually growing and maturing in its authenticity and in this it gives opportunity for the brand to attract new customers in its growth and refinement processes
An authentic brand gains a competitive advantage over its competitors: the value of brand authenticity is that it increases brand image in a positive manner, brand authenticity serves as a point of difference and uniqueness among competitors in the market and therefore it will give a brand a stronger competitive advantage Allows people to resonate with your brand : which leads to brand love which is a result of continuous brand satisfaction and self-congruity, this ultimately leads to brand loyalty.
How organisations can build authentic brands
There are 5 dimensions to building an authentic brand
Naturalness - this refers to the use of distinct natural and raw materials put together in brand building or in product manufacturing. Brand authenticity is influenced by the organisations DNA and that will drive its ability to be authentic. Originality - Originality refers to the newness of a brand or product in the market, is it something that’s never been seen before or developed before? Exceptionality - The part of exceptionality when creating an authentic brand or product refers to the special skills put together when crafting the product to how it’s been commercialized
Referentiality - Authentic brands referentiality occurs from the long-established relation between the product/ brand with the cultures, histories, traditions and territory. most of the marketing research done on authenticity always looks at questioning the brand’s authenticity and how deeply connected is its authenticity to heritage and tradition Influentially- is when a company or a brand does more than just the standard transactional relationship with its customers. Brands have to go an extra mile than just a “pay-and-give” relation, customers need to be fully attached to brands as this has been proven as a base to strong consumer brand relationship
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