An Instagram meme once said every phrase, sentence, or word is just a remix of the original 26 alphabets. If you think about it, it hits deep. Perhaps like modern-day Gen Z brain rot, but the statement still holds true.
But why am I saying this on a brand asset management platform? Well, when it comes to branding, authenticity, and consistency are everything. Since day one, people have been selling items on Earth. Although new items and tech get introduced into the market every other day, there are still countless businesses offering these gadgets or services.
And in that plethora of options to choose from, consumers will prefer one specific brand over the other. Why? Authenticity in storytelling is the simple answer. It makes your business unique and makes it stand out from the masses.
In this post, we’ll see what authenticity in storytelling truly means, how it can be valuable for our business, and how you can do it effectively.
What is Authenticity? What is brand storytelling?
Back in the day, if you offered nice quality products at an affordable rate, you’d make sales like hot cupcakes. But in 2024, things will work differently. Apart from quality and rates, people need to learn about your brand, your core values, and your vision for making a purchase.
The idea sounds absurd, but in 2024, people use their wallets like votes to support brands with a vital mission. Your mission is what our brand hopes to achieve apart from making leads. For example, if you sell paper straws, your mission should center around sustainability—striving to create a cleaner Earth with less pollution. And if you have a campaign like planting a tree over every $100 in sales, that’ll further strengthen our mission.
Storytelling is how you present our core values. You can be creative here, or if you feel like writer’s block, you can ask AI to craft content for you. As long as your storytelling isn’t generic, and tells exactly about who you are and what you do, you’ll most certainly make waves in the industry.
Authenticity in storytelling refers to how closely a brand’s marketing and messaging align with the actual reality of its products, values, and actions. Nobody likes fake news. If you’re selling pens made out of cheap plastic, don’t market your pens as something that can hold bridges together. Just highlight the affordability of your produce, and you’ll be good to go.
But authenticity isn’t just confined to marketing. It’s required in your entire branding practices. It shows that your brand is true to itself and its audience and conveys its story honestly and transparently. Authenticity in branding fosters brand credibility, which yields brand trust. Statistics show that 85% of consumers are willing to pay more for products from companies they trust compared to those without a solid reputation. Furthermore, 63% of consumers report that a company’s reputation significantly influences their purchasing decisions.
These studies further highlight the importance of authenticity in branding.
Examples of Authentic Brands:
Now, let’s have a look at some practical examples of brands that uphold unparalleled authenticity in their storytelling.
Patagonia
Patagonia stands out as a prime example of authentic brand storytelling. A group of outdoor enthusiasts founded the brand, and that is reflected in every aspect of the business. The brand storytelling focuses on creating a better tomorrow by protecting the planet, and this is also reflected in their action, making Patagonia a truly authentic brand.
One notable initiative is the “Don’t Buy This Jacket” campaign. On black Friday sales, people would mindlessly spend their bucks on things they don’t need but are for sale. But Patagonia made its consumers think if they truly needed their jacket. Or all they’re having is another jacket in their closet that’ll sit in there forever. The brand leads its consumers to think critically about consumption and its environmental impact. But it didn’t certainly make them lose sales!
TOMS
TOMS is another brand renowned for its authentic storytelling, primarily centered around its “One for One” model. Founded by Blake Mycoskie, TOMS built its identity on the promise that for every pair of shoes purchased, another pair would be donated to a child in need.
The brand’s storytelling often includes personal narratives and testimonials from the communities it serves. Additionally, TOMS has expanded its social impact initiatives to include other areas, such as mental health, access to education, and clean water, which helps maintain its relevance and connection with its audience. Again, the brand may be spending a lot on charity from its resources, but does it matter to the brand? Most certainly not. They’re happy doing so; they’re contributing to a more significant cause, and people are supporting it just for that.
How to Implement Authenticity in Brand Storytelling:
The practical examples may make it sound like implementing authenticity is a walk through the park. But actually, it’s not. It takes commitment. You adhere to your brand’s core values more than anything, and even if your business falls for that, it shouldn’t affect you. That’s what genuine authenticity is.
Here is a precise and concise step blueprint you can follow to implement authenticity in brand storytelling.
Define Your Core Values
First of all, know yourself. What are your brand’s core values and mission? What do you stand for? What principles guide your decisions? These questions form the pillars for authentic storytelling as they ensure that your narratives are rooted in what your brand truly represents. Whether it’s sustainability, innovation, community engagement, or customer-centricity, your stories should reflect these values consistently.
Share Real Stories
If you make an entire story out of GPT that tells how you served a certain community, delving into authenticity won’t happen. Rather than being generic, share actual stories. Share real-life experiences that stem from your brand. Highlight the origins of your brand, the challenges you’ve faced, and the successes that have shaped your journey. Include personal anecdotes from employees, customers, or stakeholders that illustrate your brand’s impact. And whatever you share, avoid exaggerations.
Know Your Audience
If you want to give your audience something they can relate to, you have to know them first. Research their values, interests, and pain points. Engage with them on social media, solicit feedback, and analyze their responses to your content. Edit your narratives to address their aspirations and concerns and show your consumers that you understand their needs and care about their experiences.
Be Transparent
Nobody on the face of this planet is perfect. If you want to foster emotional connections, you have to uphold transparency in every communication. There will be times when your business falters in simple operations, but be open about that. Share the behind-the-scenes aspects of your operations, such as sourcing materials, production processes, or community initiatives. When customers see the effort and integrity behind your brand, they are more likely to feel connected and loyal.
Use a Consistent Voice
Authenticity and consistency paired together are the two absolute ingredients of a good brand. Maintain a cohesive brand voice and messaging across all platforms, whether on social media, your website or in marketing campaigns. Ensure that your branding assets across different platforms are unified. Moreover, your tone of voice also matters. So make sure your tone, language, and storytelling style are consistent and align with your brand values.
Engage with Multiple Channels
Some people never use Instagram, and some people spend half their days on Instagram. Of course, your audience will consist of a group of individuals, and each group would prefer different channels for communication, engagement, and business. For this purpose, utilize a variety of platforms to share your authentic stories. Additionally, adapt your storytelling to fit each platform perfectly.
Encourage Customer Participation
Lastly, show that you care about our consumers and would like their engagement across platforms. End your content with a solid and subtle call to action as questions for your audience. Act upon requests or suggestions from your audience. Encourage them to share their experiences with your brand through reviews, testimonials, or social media posts. This not only enriches your narrative but also fosters a sense of community and belonging.
Bottomline
On the bigger picture, authenticity is like a chain reaction. It leads all the way to brand trust, which, in this age, is highly crucial to leads. If you want your business to stand out in this competitive marketplace, create an authentic brand. Be transparent about your business, and rather than acting perfectly, uphold integrity.
Engage with your audience across various channels and show them that you genuinely care about their reviews and suggestions.
The Cherry on Top
However, creating a consistent and authentic brand is no easy feat. That’s why we have brand asset management platforms. Ethos is an innovative entry in the BAM marketplace. Whether you’re just starting your business from your home or are an industry giant, with Ethos, you can manage and maintain consistency across all channels, fostering authenticity and trust! Start your journey today with a completely free 30-day trial—no credit cards required!