Authenticity in Marketing: Who’s Doing it Right?

“Authenticity requires vulnerability, transparency, and integrity.” - Janet Louise Stephenson

Authenticity is a difficult topic to dive into headfirst, as it encompasses so much more than what you post on your blog and social pages. No “Guide to Authenticity” will give you a specific formula for getting ahead in marketing (or in life, for that matter). It involves your products and services, your tone, your messaging, your approach to customer service and the way you deal with mistakes and setbacks. And, I hate to break it to you, but if you started a business with no intention of being real with your audience, sprinkling a few vulnerable, human posts across your pages won’t help.

For the sake of this blog series, let’s assume you went into business with the honest intention to delight your customers and provide a solution to their pain points - not to swindle them out of a few bucks. Staying true to your mission and really believing in the value of your offerings is a great way to start, but in the digital age it’s not enough. One critical point to keep in mind is that social media has made everything transparent. Every day, your followers share intimate details about their lives: what they’re eating, who they’re dating, which politicians they hate. Simultaneously, they’re absorbing similar information from their networks. In this constant exchange, they’re formulating new opinions, taking implicit recommendations, and influencing others. So where does your company fit in this transaction?

People don’t connect with brands, they connect with other people.

A big reason why the concept of authenticity in marketing confuses so many is that authenticity is a very human trait. You can’t sit down with a brand over coffee and share intimate secrets. You can’t have a conversation with a logo. But you can have one with the people behind the logo.

I’m not telling you to encourage your employees to use your company as their personal soapboxes; rather, treat your customers as co-workers and companions, offer gimmick-free solutions to their problems, and keep the conversations truthful and genuine.

Still not sure what I mean? Take a look at these examples:

• TRVE Brewing. Going back to craft beer branding and authenticity in a saturated market, one label that stands out among the crowd is TRVE Brewing in Colorado. Their tagline, “Beer. Heavy Metal. Denver.” spells out everything you need to know about this brand, and they follow through on their promise to produce beer from “beyond the pale.” TRVE developed a voice and a persona that marries their greatest loves in life and is compelling enough to bring the beer community on board. Their branding remains consistent across all platforms, and they speak openly and honestly with followers.

• Shake Shack. Too often, established brands believe their reputations precede them. Big chains from New York or the West Coast anticipate instant success when they franchise in a new location like Orlando. Shake Shack takes a different approach and works to make each of its stores part of the surrounding community - an approach that is evident in their social media presence. According to their website, “Each Shack is constructed thoughtfully and purposefully to fit its unique environment, using a creative design approach that creates places and experiences like nowhere else. Think walls made of reclaimed antique barn wood siding, one-of-a-kind murals commissioned from local artists, living green walls and lighting installations inspired by local surroundings.” Their social pages focus on their customers, and they remain honest and inviting at each franchise.

• ASOS. ASOS approaches fashion differently in that it works to make style accessible without selling it. Their website and social media focus less on price and more on inspiration, giving the consumer a chance to build their own solutions. Just take a look at their main campaign on Facebook right now, stating, “There are endless ways to be you - Go play.” With the help of companies like ASOS, fashion is becoming an art form that anyone can enjoy, leaving behind the elite playground of the rich and famous.

Authenticity takes on myriad forms, but each of these companies has similarities in their marketing strategies: they’re consistent, and they’re straightforward. Without gimmicks or sales pitches, these brands are putting forward their best efforts to truly delight and connect with their audiences.

If you're unsure how to put together an authentic marketing campaign, you're not alone. The Orlando social media marketing strategists at Elephant Ear are here for you. Call 321-537-2649 today and let's chat.

Which companies have you seen leading the charge for authenticity? Which ones have fallen short? Tell us in the comments.