Brands have been integrated into mainstream society in a way that makes it difficult for consumers to know which are authentic and which are not. As a result, consumers are requiring brands to be more responsible. This is somewhat difficult considering the multiple social media trends and fads taking place on various platforms. So how does a brand set itself apart from those who are not authentic? Below are some key points that may help when attempting to detect brand authenticity.
Properly Align and Define Your Purpose
According to recent studies, roughly two-thirds of consumers make purchases based on their core values and beliefs. Therefore, companies need to ensure their brand and purpose are united when developing a marketing plan.
Due to the distrust that exists in the marketplace, consumers are skeptical about brand authenticity. If a consumer happens to perceive a marketing message as inauthentic, the company will likely experience public repercussions.
To make certain your brand is authentically represented, you should integrate a purpose that aligns with your company mission, core story, and culture across various touchpoints.
Use the Right Marketing Message for Each Target Audience
Most brands have more than one target audience or market segment. Therefore, it is critical to use an appropriate brand voice when messaging to each unique audience to ensure your word selection resonates and accurately portrays your brand’s attitude and values.
Use the Correct Authentic Voice to Improve Your ROI
Influencers need to make certain their brands can cut through the daily noise consumers are bombarded with online. Inserting an authentic voice of authority, directly into their online marketing content, allows them to improve their ability to reach their audience. The key is to target content that addresses issues and concerns each target audience segment is seeking which encourages a more personal connection.
It’s important to balance your voice as a trusted expert while amplifying loud enough for your core audience to hear. When using influencer marketing, it’s also important to split test results to determine which marketing messages appeal most to each target audience.
Another interesting wrinkle to consider is that virtual influencers are on the rise. These computer-generated personalities use the same vetting system in a virtual environment as one would with a live person to maximize their effectiveness, reach and overall results.