The True Power of Brand Authenticity

We talk a lot about the importance of brand authenticity. The ability to be true to your employees and customers has been tied to improving your culture, customer experience, and business performance. But if your brand identity and values do not conform to the way you really behave as a business, the likelihood is high – that you aren’t walking your talk. Meaning you are making promises you don’t keep or intend to keep with your marketing efforts.

This is where marketing becomes compromised and loses its essence. At a time where industrial companies need to clearly communicate their customer value and brand promise, they can no longer over promise and under deliver. Because your next best alternative is a click away and a trial is not as difficult as it used to be.

We encourage our clients to be true to their people and customers. With brand authenticity you can create and communicate customer value in a transparent manner. This will remove uncertainty and confusion between you and your most important resources for growth – your people and customers.

The key elements of a winning Brand Authenticity Strategy comprise:

• Business Model Definition: Documenting your value proposition, channels, customer segments, customer relationships, key activities, key partnerships, and revenue streams will help build your brand authenticity.
  
• Positioning Statement: Establishing your core focus (what you do), purpose (why you do it), core values (how you do it), and unique emotional and associative characteristics that prevent your brand from becoming a commodity.
  
• Competitor and Customer Analysis: Determining what your competition is doing well and what opportunities they’re missing.
  
• Strategic Plan: Developing your long term picture for both your people and customers. This will ensure your brand authenticity is sustainable.

Related: Download your Brand Activation Guide

Other Reading: 6 Ways to Grow A Company

INDUSTRIAL BRAND ACTIVATION GUIDE

Learn how to activate your brand, increase brand awareness and engagement levels. You’ll need to consider 5 key questions to be customer driven, enhance customer experience and set your brand up to win for the long-term. It’s the brands that challenge, create change and have the ability to inspire the people around them who will win with their Brand Activation Strategy.

ABOUT THE AUTHOR

Peter Zafiris is an industrial marketer and founder of Industrial Ideas. Having built his experience in B2B marketing from the ground up, Peter understands what it takes to succeed with your marketing strategy. All client projects are personally managed by Peter to help industrials like you get the return on investment you deserve. Peter and team, work hard to become an extension of your business, to help you get the most out of your marketing efforts. Get your free 30 minute marketing consultation to learn more.