How To Promote Your Brand’s Sense Of Authenticity
In a world of corporate promises, marketing slickness, and tired subscriptions from every angle, it’s not hard to feel somewhat placid, neutral, or even bored with the amount of marketing we have to deal with each day. Most people are tremendously adept at filtering this out, lest they waste all their money on the next new thing being promoted as an essential service or product.
When running a business, especially a small brand that needs to secure trust to move forward, all of this can seem rather overwhelming. Thankfully, there may still be a few hidden marketing tricks up your sleeve. It’s important to identify what those are, and to give them substance more than pleasing form. In other words, a heartfelt, sincere appeal is better at cutting through the marketing gloss than the most streamlined and well-edited promotional video.
So, in this post, we’ll discuss how to promote your small brand’s sense of authenticity, helping new customers feel better for having tried your service out. With that in mind, let’s get started:
Develop Trustworthiness
It’s good to offer simple means of acquiring trust straight away. For example, getting the verification badge on websites like Twitter, Instagram, and Facebook can go a long way in showing your brand is here and trustworthy, and that your contact information is verified.
Moreover, you can use conventional methods that are always required, such as taking time to set up credit card processing here, so that first-timers are less likely to worry about giving you payment information through an unsecured portal. Developing trustworthiness also means being open about your feedback, such as allowing real testimonials, open Google reviews, and replying to the positive notes with thank yous, and the negative responses with rectification efforts in kind.
Utilize Transparent Narratives
It’s important to be transparent about who you are and what you’re trying to achieve. In some cases, you might even discuss mistakes made in the past, design decisions that haven’t hit the mark, or what you’ve learned from past pursuits.
This can help you cut through the perfect corporate ideal that many companies and especially small brands push, and helps you speak directly to your audience. Acting as the figurehead, or a company engaged with bettering itself, learning, and providing the best it can will often be seen with trust, especially if mistakes can be immediately addressed.
Of course, “transparency” is not always related to failings that you’ve tried to correct. It can also be an inside look at your offices, or your goals for the year, or what you’ve learned about your industry and hope to improve upon.
There’s nothing quite like seeing a plucky brand or effort slowly gain steam thanks to the struggles it goes through – if you can engage people with that narrative from day one, well, you have a profound and interesting marketing tool worth considering.
Celebrate Your Sense Of Place
It’s also worthwhile to celebrate your sense of place as part of your brand, this not only ingratiates you well with your local community but gives you a foundation point you can be proud of. For instance, companies that reach out to cross-promote with others in their local area, or services that attend local events, or even put who they are first and foremost (a regional accent in their automated phone call answers rather than a robotic voice, for instance), can make a big difference, and make you seem real.
Promote Your Cause
There’s always life and energy in a goal you hope to pursue, and the process of attaining it. That’s why a company that stands for more than raking in revenue tends to feel more authentic, necessary even. You may hope to improve your industry’s standards related to sustainability, or diversity, or to resolve issues that have existed for too long.
GiffGaff in the United Kingdom is a brand that pioneered an approach to “no contract SIM card plans,” where the benefit of many minutes, texts and data allowances, divorced from a pay-as-you-go system, were provided even without the need to sign up to long and committed plans. As you can see, a determination to make change possible is always better if your brand is situated to make those changes, and this can turn heads by itself, while also adding credence to your mission of success.
With this advice, you’re sure to promote your brand’s sense of authenticity in the healthiest way. Over time, this might net you a worthwhile audience that cares about what you have to say – and that’s the highest accolade of all.
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