Authenticity is high on any brand manager’s agenda. In a world where terms like “post truth” and “fake news” are commonplace, consumers want more than ever to trust the brands they love.
A recent survey found that 86% of respondents said they factor in authenticity when deciding which brands to support.
However, there is a gap between desire and experience. The same survey found 57% of respondents felt that brands are not as authentic as they make themselves out to be.
The chase for authenticity is one of the reasons why influencer marketing has grown so rapidly, especially in the consumer space. However, this comes with its own risks. 71% of consumers said they would unfollow an influencer if it was revealed they purchased followers. 72% of consumers will unfollow influencers if they find their remarks or recommendations to be inauthentic or not aligned to their values.
These stats reveal how important it is to create authentic content that expresses the values associated with your brand. Customer advocacy is one of the most powerful ways to produce such content.
That’s one of the reasons we love working on customer advocacy projects. Brand marketing doesn’t come any more authentic than amplifying your customers’ voices.
But should authenticity get all the attention?
According to Seth Godin, none of us are really our authentic selves. We’re all putting on a performance to one degree or another – and that’s what consumers want. They don’t want to know that their doctor is having a bad day; they want to know they’re going to get the best healthcare service. Godin argues that what customers are really looking for is a combination of humanity of approach and consistency of delivery.
But perhaps this isn’t the conflict Godin suggests it is?
We think that, for the best tech brands, their sense of brand identity is deeply rooted in the two values of humanity and consistency. So your authentic voice should reflect that.
What now?
At digiio, we help you craft those authentic conversations with your customers by creating incredible, purposeful content that is both human and consistent with your brand. In this way, your voice is authentic and powerful.