The 4 Key Components of Building Brand Authenticity

Published April 18, 2023

Brand authenticity is important in marketing because it helps build trust with customers. When a brand is authentic, it shows that the company is genuine and transparent, which can help establish a loyal customer base who trusts the brand. This can lead to increased sales and positive long-term relationships with customers. In today’s world, where consumers have access to a lot of information about products and companies, authenticity is becoming increasingly important as a way for brands to differentiate themselves and stand out in a crowded marketplace.

It is only through four key components that brands can have total authenticity. Let’s explore how brands can establish authenticity with their customers. You’ll notice in the examples below that there are a lot of similar message points. The components must work together to create the entire brand, making similarities crucial.

Continuity

Continuity is when a brand is faithful to itself. A brand was started with an idea, a value, a mission, a choice to fight for something or because of a desire. When customers value what the brand is putting forward, everything should align and support should continue for the long run. It emphasizes the importance of considering the bigger picture and ensuring that all elements are working together harmoniously. Continuity in branding refers to the consistency of a brand’s messaging, visual identity, and overall tone across various channels and over time. It helps to establish brand recognition and loyalty among customers.

A brand can have positive continuity by:

  1. Maintaining consistent messaging, visual identity, and customer experience across all touchpoints. This includes everything from advertising and social media to packaging and in-store displays. 
  2. By creating a cohesive and recognizable brand, customers are more likely to have positive associations with the brand and develop loyalty.

Some examples of continuity in marketing could include:

  1. Consistent branding and messaging across all marketing materials and channels.
  2. Regular email newsletters or social media posts to keep customers engaged and informed.
  3. Loyalty programs that reward customers for repeat purchases or referrals.
  4. Ongoing customer service and support to build trust and loyalty.
  5. Continuous product or service improvements based on customer feedback or market trends.

Credibility

Honesty is the number one policy. Being honest with your audience is a crucial aspect for any brand because it helps build trust and credibility. It enables you to establish a genuine connection with your customers, which can lead to increased loyalty and advocacy. Otherwise, when a brand gets caught in a dishonest position, all of their hard work to build the brand up will come tumbling down. Credibility leads to transparency which leads to everyone being able to understand what the brand stands for. Focusing on your business’s “why” can help inspire missions and values that customers can relate to. Having those relationships outside of sales helps to have consumers continuously show up to support you, even without making a purchase. 

There are a few ways companies can be honest with their customers, such as:

  1. Communicate clearly and openly about their products or services.
  2. Be transparent about their business practices, including pricing and policies.
  3. Own up to mistakes and take responsibility for any issues that arise.
  4. Listen to feedback from customers and take it into account when making decisions.
  5. Provide accurate information and avoid exaggerating claims about their products or services.

Integrity

It is crucial to prioritize customer care as it can enhance their satisfaction and loyalty towards a business, leading to increased sales and revenue. Taking responsibility can prevent negative consequences and improve overall business reputation. Brand integrity in marketing refers to the consistent representation of a brand’s values, messaging, and image across all marketing channels. Here are a few examples of how brands maintain their integrity in marketing:

  1. Consistent messaging: A brand’s messaging should be consistent across all marketing channels, including social media, advertising, and website content.
  2. Transparency: Brands should be transparent in their marketing efforts, disclosing any potential conflicts of interest or biases.
  3. Customer engagement: Brands should engage with their customers in a meaningful way, responding to feedback and addressing concerns.
  4. Quality control: Brands should ensure that their products and services meet or exceed their customers’ expectations, building trust and loyalty.

Symbolism

Symbolism can be a powerful tool for a brand to connect with consumers and allow them to express their identity through the brand. By using symbolism, a brand can create a deeper emotional connection with its customers. It allows consumers to identify with the brand’s values and beliefs, which can make them feel like they are a part of something bigger. This can lead to increased loyalty and advocacy for the brand. 

Some examples of successful brand symbolism include Nike’s “swoosh” logo, which represents movement and athleticism, and Apple’s bitten apple, which symbolizes knowledge and innovation. These symbols have become instantly recognizable and have helped to define the brand’s identity. When using symbolism, it’s important for a brand to consider its target audience and ensure that the symbol resonates with them. It should also be unique and easily distinguishable from other brands in the market. With the right approach, symbolism can be a powerful tool for a brand to connect with its consumers and build a loyal following.

Examples of Great Brand Authenticity

Of course this is going to differ between what your personal feelings and beliefs are, but for the sake of this, we will look at campaigns that had great success when connecting with their consumers on a level beyond sales.

  • Patagonia’s commitment to environmental sustainability and social responsibility
  • Dove’s “Real Beauty” campaign that promotes body positivity and inclusivity
  • Coca-Cola’s long-standing association with happiness and sharing moments with loved ones
  • Apple’s focus on sleek design and innovation
  • Ben & Jerry’s support of progressive social and political causes.
  • Toms’ “One for One” program, donating a pair of shoes for every pair purchased
  • Airbnb’s “Belong Anywhere” campaign promotes cultural immersion and community building through travel.

The Bottom Line

Brand authenticity is crucial in establishing a strong relationship with customers. When a business is perceived as authentic, it can increase customer loyalty and trust, which can lead to long-term success. When a brand is authentic, it means that it is true to its values, mission, and promises, which creates a sense of transparency and honesty. Customers are more likely to engage with and support a brand that they feel is authentic, leading to increased customer satisfaction and ultimately, business success. 

To assess your brand authenticity, you can review factors such as the consistency of your brand messaging and actions, the transparency of your business practices, and the alignment of your brand values with those of your target audience. It’s also important to listen to feedback from customers and address any concerns or issues promptly and honestly. As and always, you can reach out to our team to discuss how we may be able to help!

Does Verification of a Social Media Account Make a Difference?

Published February 20, 2023

Times are changing on social media where if you pay a certain amount of money, you can obtain the famous blue checkmark to show verified account status. But does that little checkmark really mean anything to anyone anymore?

What Is Verification?

In the beginning of Twitter blue checkmark time, in 2009, the blue checkmark was used to show who was an official and authentic account, usually a celebrity, athlete, or someone of high status. It helped to determine which account was real versus fake or a parody as multiple accounts for users kept popping up, even though it wasn’t actually them. 

Facebook followed suit and started their verification process in 2012 and Instagram in 2014. Same kind of process to make a clear distinction between a real page and a page run by a fan. 

Most sites have a verification process and they are similar. Just prove you are who you say you  are and then you will obtain that blue checkmark. But now the blue checkmark is growing to include more people than just those with a big name or reputation. 

Exploring Paid Verification 

When Elon Musk took over Twitter, he had to figure out new ways to monetize the business. This came in the form of a monthly subscription to have the verified blue checkmark along with verified member-only features like the ability to post longer videos, less ads on their feeds, and a bump to the top of news feeds. At first Musk’s plan came with some backlash, but it is still chugging along. The numbers don’t seem to be coming back where they predicted they would be, but it is still new. “Twitter subscribers in the US made up less than 0.2% of monthly users in January, two months after Elon Musk introduced Blue, The Information reported Monday, citing a document,” via Business Insider. While 0.2% doesn’t seem like a lot, when you put it in monetary value, it is. “Twitter’s currently bringing in an extra $2.4 million per month via the program, or $7.2 million per quarter,” according to Travis Brown.

The platform is also adding gold checkmarks for official brand accounts, and gray ticks for ‘government and multilateral’ accounts. At what point is too many different colored checkmarks too much and do they even make a difference? According to Business Insider, businesses will pay $1,000 per month to keep their gold verification checkmark.

And now, Meta just announced their plans for verification for Facebook and Instagram which include, “a subscription service that lets you verify your account with a government ID, get a blue badge, get extra impersonation protection against accounts claiming to be you, and get direct access to customer support. This new feature is about increasing authenticity and security across our services. Meta Verified starts at $11.99 / month on web or $14.99 / month on iOS. We’ll be rolling out in Australia and New Zealand this week and more countries soon.” via Mark Zuckerberg’s Facebook post.

If Verification is Bought, Is Value Lost?

When something like verification is able to be purchased, does it make having the checkmark a lesser value? Do those accounts that have the checkmark even matter to users? Does it devalue the accounts that “earned” the verification in the first place with follower numbers?

The checkmarks could be looked at as a status of being able to afford whatever that checkmark costs. And because of that checkmark, whatever those accounts have to share, whether important or not, gets pushed to the top of the feed just because they pay for it. Do you like this or would you rather see the accounts that you follow because you enjoy what they post at the top instead?

“New research from Maine Business School at the University of Maine shows that verification isn’t always a positive, as social media consumers associate verification more with celebrity than credibility and are much less likely to trust product endorsements from verified accounts if the content is inconsistent with the influencer’s brand.”

The results from a study published in February, 2022 in the Journal of Consumer Behavior showed that not only do consumers associate verification more with celebrity than authenticity or credibility, but because of that, they are less likely to trust a verified social media influencer if they are advertising a brand that is inconsistent with their usual messaging. Even when the brand seems suited to the social media influencer, consumers do not trust verified accounts more than their unverified counterparts.

However, since the social networks are all moving in this direction, we shall see how consumers feel really soon. Will the social media outlets make more money? Will consumers feel value?

The Bottom Line

Most, if not all, social media platforms have some form of a verification process. And just like how buying likes and followers is a big mistake on all platforms, buying verification might be looked at as the same thing in today’s world. 

Each business is unique and may benefit from the pro’s of verification. It is always worth researching what value is received when purchasing verification. But at this time, marketers and business owners might find more bang for their buck with other strategies. 

Is Working in Marketing and Social Media Really Like Emily in Paris?

Published February 15, 2023

I, Christine, was a little late to watching the Emily in Paris series on Netflix. Truth be told, I don’t watch a lot of television. But when my boss, Arlea, mentioned it to me, I knew I needed to check it out. Not only is the story itself really cute, especially with the love interests, but I eagerly await Emily’s next marketing and social media ideas for her clients! We all know this is just a show since typically 9 out of 10 ideas that real marketers come up with end up on the editing room floor. It is always just that one idea that sticks. But I do enjoy hearing about her successes and why they worked. I’ve read so many social media posts about how someone has a client and is wondering why their social media isn’t like Emily’s client’s networks and how they can grow theirs like they do on the show? So I thought it would be fun to discuss if working in the same industry as Emily is realistic and if anything relates back to the real world? Let’s take a dive into working like Emily in Paris. 

Every Idea Won’t Be a Success

Clients know their business and usually have an idea of what they want. Emily’s clients just let her usually do whatever. Plus, she is in a very niche market. Now, that is not to say there aren’t agencies that just work with clients in the same industry, but our agency works with various industries. We like the different strategies and the different clients we work with. 

But it just blows my mind how Emily’s ideas just fall into her lap. Sure, we all have awesome ideas every now and then. It is likely that is why we have a job! But some of her ideas are just so off the wall and I really don’t ever see them really working in the real world, especially when a majority of the time she has to get it done in less than 24 hours. Which leads me to approvals.

No Approval Chain of Command

Besides the client and Slyvie, it doesn’t seem like anyone else ever has to approve any of the ideas. In the real world, there are usually a lot of other people that need to give their approval, provide their edits and then the last person in the chain of command has to bring all of those ideas together into one cohesive plan. It takes longer than 24 hours to do all of this. 

It is good to have an approval chain of command. Mostly so other people can tell you if there is a mistake, or if after editing the same footage for hours on end you missed something. But also because we all do our own jobs. Where I work, we have photographers, videographers, content creators, designers and web developers. We all are specialized in our job, but all have to work together to ensure the client’s project gets done. Emily is basically a one-woman-band, doing all of the work herself. And we never see her actually putting together the work. It just magically appears!

This Isn’t a Real Career Scenario

But oh how we all wish it was! I am based in the U.S., so maybe working in Paris is like this. I wouldn’t mind the “everyone starts late and takes a long lunch” work schedule. But we all have to remember this is a show. It is an unrealistic look at the industry and doesn’t give a fair perspective to high school or college age people who are thinking about a career in this field. It doesn’t provide us with the fine details of everything that is hard with social media. Everything just comes easy to these clients of Emily’s, whether she is with the Gilbert Group or the  French fashion firm, Savoir.

Plus, Emily started out with like 48 followers. After posting a couple of selfies, she gained upwards of 20,000 followers in what seemed like 3 weeks. Nah – that isn’t real life. That just doesn’t happen unless you are somebody. I wish I knew Damar Hamlin’s social media numbers before his unfortunate accident on the football field. Now everyone knows who he is! No one really knows who Emily is!

Emily’s Clients Have Huge Budgets

Some clients do have really big budgets. And there are agencies who specifically will only work with clients that have huge budgets. But in the real world, marketing is one of the first things to get cut from a budget. So we have to work with the funds we are given and magically come up with a strategy that will work and hopefully meet the client’s needs and expectations. 

There is So Much More to Social Media Than Likes, Shares, Comments and Followers

With marketing comes strategy and that strategy branches out to advertising, videos, podcasts, blogs, etc.  They all should work cohesively and integrated. Social media isn’t just about one post on Facebook. It is about making sure that post also reaches clients on whatever other social networks they have. And it isn’t just about numbers. It doesn’t matter how many people like a post. Did those people buy into whatever the post was about? Did they click a link that you included in the post? What was the call to action? 

The Tip of an Iceberg: Data Analytics in a Digital World

Published January 16, 2023

 

Diving into digital analytics can be a daunting task, especially for those who aren’t data analysts at heart. From websites to social media, to digital ads and beyond, analytics isn’t anything new, but the ease of obtaining digital information is growing at a lightning fast pace. It is something we can all learn about, and continuously learn about! We will likely never know it all, but by having this information literally at our fingertips, it provides opportunities for those studying them to learn and progress with new ideas and visions faster. Interpreting data can vary from business to business, and what is considered a success for you can be different as well, but let’s just skim the top off of what data analytics is and briefly learn what the most important parts of analytics are for beginners.

Google, Social Media, and Other Digital Analytics

Likely the most popular kind of analytics for a website, Google Analytics is used by over half of all websites. Google tries to make their analyzing methods easy for the viewers, but there can be a lot of data and quite the big puzzle to put together. When first opening Google’s data interface, it can seem like a lot of information being thrown at you. But once you set up your goals, you will start to see the magic happen. You’ll learn where your audience is coming from, who they are, what their habits are, and so on. Here is a good reference for Google Analytics for Beginners, but we can also help answer any questions that you might have. 

As for social media, each platform improves upon their analytical composition constantly. Insights as to who is following you, the performance of your social media posts, and learning what your target audience craves are all examples of why analytics are important for social media. There is likely very valuable information in your social media analytics, it is just figuring out what is most important to your business that is key. And truthfully, once you figure out how to interpret the data, the social media channel will likely change how they show you this data and you will need to re-learn how to read the information all over again. They are always keeping us on our toes!

Since this is just a quick reference, there are three things we suggest taking into account when learning how to read your analytics. Understanding your audience is critical as you need to know what they want and how you are going to respond to that. So let’s just briefly hit on the following topics to give a brief overview of what they are and how they help your business.

  • How do people reach your site?
  • What are they doing when they get there?
  • What is your conversion rate?

How Do People Reach Your Site?

Thanks to analytics, we can see how a user even came to find your website. Did they just do a random search on Google? Did they click one of your digital ads? Did they click a link on social media? Your analytics will tell you all of this information which can then help to determine what is working best for your target audience and where you need to be!

What Are Common Behaviors on Your Site?

Once someone is on your site, whether it is your website or social media, what are they doing? Your analytics will give you a glimpse into how much time someone is spending on your site, where they are going within your content, what are they clicking, where are they getting stuck, how much time are they spending on certain pages and so much more! All of these behaviors can help improve your website for your audience.

What is Your Conversion Rate?

And finally, likely the most important analytic that we all want, is what is your conversion rate. If multiple people are getting stuck on a certain page and leave the website, then it is a website problem, not a customer problem. If you start to see patterns of what website visitors are doing when they make a purchase, then it is rewarding to see what you are doing is working for your audience. You always want to make sure that whatever you are pushing, whether it is a product, service, sale, download, etc., that it is easily accessible to the viewer and they obtain their goal for coming to your website in the first place.

The Bottom Line

Analytics are not always easy to digest but they are essential. If you are just learning analytics, start with our three recommendations for what to check out first. Once you learn those, then you can keep diving deeper into more. If you are not working with a marketing team that provides clear and consistent analytics information, then contact us to chat about how we can help.

Is Marketing Getting Lost In The Shuffle? Here’s How To Find It Again

Published November 14, 2022
Is Marketing Getting Lost In The Shuffle? Here’s How To Find It Again

A professor once said that marketing is fixing the problem with connecting the customer to the business. There is always a need, a want, a desire, and/or a problem. If you can figure out reasons for the customer to need your business, then you can easily market it to them. This seems like common sense, but getting back to the basics of marketing might be getting lost in the shuffle. Think about how many advertisements you see in a day. Whether you are watching TV, listening to the radio or a podcast, looking at something on the internet and so on…advertising is everywhere. So how can your marketing be found in the flood of advertising? 

What’s In It For The Customer?

The market is saturated with similar products and services. It can be very competitive depending on what your business is. The best thing to always remember when marketing is how does it help the customer? Constantly talking about the product or service can just get boring. But saying how it helps the customer right off the bat can encourage the potential customer to keep reading to learn more about it. Here is a great example from ContentFirst Marketing.

Is Marketing Getting Lost In The Shuffle? Here’s How To Find It Again

A great test to see if advertisements made their mark is with Super Bowl ads. Customers will remember the commercials, but will they actually remember what product was being pushed? Some brands have iconic imagery (Budweiser horses and frogs, Geico gecko, etc.) and others may have really great visuals, but the actual product just gets lost. Was the money worth the effort? 

Think about those old school infomercials. The ovens that cook turkeys in less time than others, the knives that can cut anything, or the ladder that extends higher than competitors but stores in smaller spaces. These always stood out because they were fixing a common problem customers could have. Potential customers saw value in the products. Stick to this way of thinking, and it will be a great way to build upon a campaign.

Stand Out Where Your Customers Are

Talk to any marketing professional and you will hear a different opinion of where your business should advertise or what platforms you should be present on. This also can depend on where you live and in what part of the world as some areas utilize mediums other areas just don’t. Think city fold versus country folk and how to market to people in each. It is different! It seems like everyday a new social platform is born. It is nearly impossible to be present on all of them with a marketing strategy. And of course there are thousands of ways to reach potential customers, but figuring out where your target audience obtains their information would be a great place to start.

According to Seth Matlins, Forbes Staff, 3 out of every 4 brands could disappear in an instant with no one noticing or caring. That is a lot! That means those brands are not meeting a need, want, desire or solving a problem for their customers or there are too many competitors in the market. Within the same article, Seth mentions that almost 8 of every 10 searches on Amazon are by category, not brand. Customers aren’t searching for Suzy’s Honey but instead are searching for honey. When that search happens, thousands upon thousands of results of honey show up and Suzy’s Honey gets pushed to page 6, which hardly anyone ever gets to.

Instead of running around trying to be everywhere all at once, focus on maybe a couple of different places and do your best on those to market your product instead of just doing minimal efforts on many.

Start With The Basics

Many business owners and marketers are confusing tactics with strategies and strategies with objectives. In marketing, while copying something a competitor has done is flattering, it likely may not wind up working for you. Just because we think that we can jump straight in and copy the tactics others are using we likely won’t get the same results. Why? Even if something worked for them does not mean it will work for you.

Start with the basics again, even if you’ve already had successful campaigns. Go back to the problems your potential customers have and understand why they are having those problems and how your business can help them. Decide which group you are going to really focus on. Doing this can help narrow down your marketing strategy and help determine which niche your products fits in for this particular campaign. And finally, take a look at how this group buys something. What is their buying pattern? From step 1 of having a problem to step 2 of where they go to research how to solve their problem and step 3 of actually buying can help when deciding what kind of marketing you should do. Do your potential customers like to read, listen or watch a video? Do they like reviews? Do they like to go to a store to make a purchase or buy it online (if it is a product)? Do they like to call and speak to someone on the phone about a service or would they rather set up a meeting and speak face to face? So many questions but these can help get back to the basics.

The Bottom Line

Fundamental marketing may seem super boring and it may seem like you are leaving a lot of potential customers on the table if you aren’t marketing everywhere. However, the power of finding the right target market and the ways they buy, can work. Even the greatest and most expensive tactics fail. It isn’t about the amount of money or the size of the target market. It is, and always will be, about finding the right product or service for your clients.