Excerpt of Forbes – Michael Georgiou, Forbes Councils Member
Co-Founder at Imaginovation, overseeing the company’s global creative and strategic marketing, branding and advertising initiatives.
In today’s digital world where the internet is overflowing with information, choices and intense competition, what really makes a brand stand out?
Is it an excellent and unique product or service? Is it a brand’s visibility? I’d say it’s the brand’s authenticity. Having a quality product is, no doubt, essential for a brand, but it’s not enough.
The modern customer is smart, tech-savvy and research-oriented. Today, consumers can observe you, even when the spotlight is off. In my experience, what they really crave is a genuine, credible, trustworthy and authentic experience in this hyper-connected virtual world.
But how can you build an authentic brand experience? And why is it so important to winning more customers?
Why Is Brand Authenticity Crucial To Winning Customers?
An authentic brand is one that decides to be transparent and consistent in its messaging and branding initiatives. It has business values it remains true to, and most essentially, it is honest.
Do you know what can happen when customers do not trust a brand — when they do not find a brand authentic? They often start looking for other brands they can trust.
Your brand’s authenticity has never been more relevant. According to recent Stackla data (via SocialMediaToday), 90% of customers mentioned authenticity as an important factor in deciding which brands they like and support.
There are many reasons why I believe brand authenticity is crucial for winning customers.
- Catering To Younger Generations
- Creating Emotional Connections
- Rising Above The Noise