How to build an authentic brand

In recent years, the term ‘authentic’ has been bandied about as an aspirational buzzword among B2B marketers. And while overuse has perhaps detracted from the impact of the term, authenticity is something brands pursue for good reason; as it is the route to better customer trust, engagement and retention. Ironically, achieving brand authenticity often takes conscious effort from the business itself. So what does being authentic really mean for B2B brands?

Well, it’s a term that has quite a broad range of definitions, which means it’s often interpreted differently by different people. But the most common elements of brand authenticity involve being relatable to your audience, building credibility among that audience and connecting with them on a personal level. Above all, it requires honesty. 

If your business can achieve all of these things, then you can build trust (and all-important brand loyalty) within your customer and prospect audiences - so it’s worth taking the time to determine whether your business is as authentic as it could be, or whether you could benefit from building your brand authenticity. 

If you’re looking to boost your authenticity, here are some simple steps you can take:

Tell (true) stories

When it comes to building brand authenticity, storytelling is crucial. Your customers and prospects want to know where you have come from, what your brand’s values are and why, and where you’re going next - so make sure that you weave this information into your marketing. 

However, make sure your stories are strictly non-fiction. If you add to or embellish your stories with false information, you could risk your business’s reputation with its customers. The most crucial element of authenticity is honesty, so always be 100% truthful in your storytelling. Over 70% of customers prefer buying from companies that are aligned with their values,  so by being upfront with your audience about your brand’s background and beliefs, you’re giving them the information they need to decide whether they want to work with you.

Bring out your brand’s personality 

The days of B2B marketing being staid and boring are long gone - many B2B businesses have realised that their audience isn’t a faceless business that just wants to hear the facts, it’s the people working within their target businesses that they need to engage. And these people want content that’s relatable and human.

By ensuring that your brand’s personality comes through in all of your communications, from your press releases to your digital ads, you can differentiate your business from your competitors and really engage with your audience. So make sure your brand’s voice reflects its unique personality - and review it regularly, because as your business evolves, your brand personality may change too. If you could use some support in determining your ideal brand personality, we can help! 

Admit to your business’s flaws

As marketers, we naturally want to shout about the positive sides of our business and keep anything that’s potentially problematic under wraps. But while we would never advise promoting the parts of your business you’re perhaps not so proud of, if you’re looking to create authenticity then it’s important to acknowledge the areas in which you could improve.

Whether your team isn’t quite as diverse as you’d like it to be yet, or you’re striving to be more sustainable (this is something we’re working on - watch this space!), being honest about where your business is right now is vital to building an authentic brand. If you can recognise and admit to where you need to make positive changes, and outline ambitious but realistic plans for implementing them, then your customers will know that they can trust you to be totally transparent.

Take a personal approach

Your customers and prospects are also much more likely to trust your business if they feel they have a personal connection with you. This means making sure that they have a clear picture of the people behind your business and feel like they are accessible to them. 

For prospects, this might mean finding real pictures of your staff on your website, rather than stock images, allowing them to put a face to a name before they have even contacted you. For customers, you need to ensure that you take a personal approach - whether that’s providing them with a single point of contact who knows their business inside-out, or ensuring that you have plenty of face-time (or, in the current circumstances, FaceTime calls) with them in order to develop a strong working relationship.  

Aiming for authenticity? 

If your sales targets seem a little out of reach this year, boosting your brand authenticity might be just what you need to increase your ability to cross-sell to existing customers and build trust among your prospects.  
Our co-founders, Jen and Jodie, are strategic experts who can work with you to discover your ideal brand personality and help you to get your messaging aligned - so you can build your brand authenticity and customer loyalty. To find out how they can help, email jodie@themarketingpod.co.uk today.