Five ways to build an authentic brand in 2023

Starting a business is not an easy feat but building an authentic brand may be harder. But it is achievable. An authentic brand will increase engagement and sales as the audience will have built a relationship with the brand and trust it. Here are five ways to build an authentic brand:

1. Be true to yourself

Many business owners and marketers choose to appeal to an audience, but by doing so, they often make choices based on what others want. By staying true to yourself, you will be trustworthy, which is what it takes to build brand authenticity. By being authentic, you can make decisions you trust, which would develop the brand and make it more human and relatable. Believe in your strengths, and always trust your gut!

2. Have passion

If you don’t like the business or believe in it, it will be very difficult to build its authenticity. Without being passionate about the brand, or anything in general, you will not be able to create a real presence that an audience would trust or believe in. Business owners and marketers should not allow issues or slow growth to affect their passion. Building brand authenticity is a challenge and is going to take time, but a strong work ethic and belief in the brand will prove to be fruitful in the long run.

3. Create a brand you would want to buy from

If you are trying to build brand authenticity but would not purchase the product or do not believe in its worth, this will translate throughout the marketing execution. The target audience can tell that the brand is only trying to make money and not trying to make a real human connection. This will decrease engagement and sales. If the target audience can see that the owner, marketer, or brand itself is not using the product or is not invested in it, they will likely not buy it.

4. Be honest

When building a brand or dealing with customers, you should be honest with yourself and follow the route that feels natural. If you always do what you think people want, it will likely not be successful. At the end of the day, a brand aims to tell the customer they need the product or service they’re selling and not have the customer tell the brand how to market their product or service. But a brand will also be able to build authenticity by being honest with its customers. For example, if a customer asks you if the product or service will be beneficial to them and you know it won’t, tell them. This will create a good image and build a trusting relationship with an audience. Even if they do not buy the product or service right now, they might tell people they know about their experience, increasing brand trust and authenticity.

5. Don’t be influenced or pressured

Influence and pressure are not always bad as they may lead to growth, but too much outside influence and pressure from people is bad for brand building. This will often lead to choices made in a rush or with the wrong intentions, damaging brand image. Feedback can be good for growing and improving a brand, but feedback from influences that think they know more about the brand or what’s best for the brand is often detrimental. Brand owners should also be careful of letting other brands’ success influence them. What works for one brand does not always work for another, and the audience will be able to tell if a brand is trying to mirror another similar brand.

The bottom line

Building a brand’s authenticity is a challenge, but it can be done if the intentions behind the brand are true. If you are trying to build a brand’s authenticity and would like to improve your marketing skills, consider the IMM Graduate School. The IMM Graduate School is a leading blended learning institution and the centre of excellence for African marketing, supply chain, and business disciplines. You can choose from different marketing qualifications and short courses to use to improve your brand in the long run.

Advertising on TikTok: Three Popular Marketing Gurus to Follow

The phenomenon of TikTok cannot be overlooked. The incorporation of this platform, whose active users exceed one billion in the world, has changed the modus operandi of addressing market audiences especially the young audiences. The short and entertaining focus by TikTok has got brands thinking of new ways to build up themselves through authenticity, creativity, originality and reach. For marketers, one has to understand the current trends and ad tactics of TikTok to keep up with the competition.

Read More »

Online Customer Relationships: 10 Common Mistakes and How to Fix Them

Did you know that 37% of customers say they won’t support a business due to a lack of a personalised experienced and poor customer relationship management? As online interactions become more central to the digital customer experience, nurturing strong, respectful relationships is crucial for building loyalty and long-term success. However, the digital realm and digital marketing also brings unique challenges, and even well-meaning professionals often make common mistakes in their approach.

Read More »

Retail operations: The Woolworths Cupcake controversy

In the retail world, decisions about pricing, product selection, and supplier choices can have far-reaching effects, especially when it comes to popular consumer items. A recent controversy involving Woolworths, a retail chain store in South Africa, highlighted the significance of these retail operations decisions. This time, the focus was on something unexpected: cupcakes. What started as a TikTok video quickly turned into a national debate about rising costs, consumer expectations, and how retail chains respond to customer feedback.

Read More »

Supply Chain and Logistics: How Does Your Coffee Get to Your Cup?

Have you ever wondered how your coffee reaches your cup? From picking the coffee beans in remote farms to serving freshly brewed coffee on the kitchen table or at a café, a lot has happened to create your cup of coffee. Coffee’s journey across the continents is an entire industry in itself, which can be described as a perfect case of logistics and supply chain bringing the simple product to the people. To appreciate this complexity, one must be able to find their way around the knowledge or the system. These are some of the most valued capabilities which the Professional Certificate in Transport and Logistics course from the IMM Institute seeks to provide.

Read More »

How Supply Chain Resilience Can Safeguard Your Business in Times of Crisis

Disruptions in the business environment affect all organisations, and businesses need to be prepared to manage challenges that could impact their supply chains. For companies that aim to protect their operations, maintain customer confidence, and secure their market position, building a resilient supply chain strategy is essential. This blog explores supply chain resilience, its importance for businesses, and how to enhance your supply chains. We will also discuss how IMM Institute’s Professional Certificate in Transport and Logistics can provide valuable knowledge for implementing these strategies.

Read More »

Useful links

Contact Us

Facebook Linkedin
Copyright © 2023 IMM Institute. All Rights Reserved | Privacy Policy