Every good brand knows consumer trust and loyalty can’t be bought or won through snazzy marketing—it’s something that you earn. While it’s relatively simple to win sales through promotions or rewards, getting someone to truly believe and get behind your brand requires a deeper and more genuine connection.

This is why brands are starting to focus on authentic marketing.

When you market your brand in ways that feel relatable and real to your target audience, you not only win more sales, you gain loyal patrons who are proud to align themselves with your company.

In this guide, we’ll take a look at the steps you should take to convey legitimacy through authentic marketing.

The Importance of Being Real

Before diving into specific steps, let’s first take a look at why authenticity marketing is so important:

  • Consumers are inundated with messages. With the sheer amount of marketing and advertising out there, people have learned to tune out messages they can’t relate to. Authenticity marketing lets you cut through the noise and stand out to your target audiences.
  • People’s ‘BS detectors’ are stronger than ever. Modern consumers can smell deceitful marketing from a mile away. As Josh Braaten, CEO of Brandish Insights, a brand measurement, and consumer insights company, puts it, “with all the fake news out there today, consumers are getting more discerning than ever and have less patience for anyone who is stretching the truth or trying to deceive them.”
  • Consumers are more conscious of brand values. Implementing authenticity marketing will help you express brand values and purpose. And since many consumers (younger ones in particular) are more inclined to align themselves with businesses that share their values, authenticity marketing puts you in a position to win over the right customers.

Earning Consumer Trust

As previously mentioned, part of being authentic means promoting your values and purpose. To do that successfully, you first need to identify what your business stands for and use it to guide your marketing efforts.

“The first thing a retailer needs to figure out is the ‘why’ of their product or business,” said Lisa Cox, a San Francisco-based brand strategist and designer. “Why does their business exist and why does it matter? I see companies try to portray what they think will come across as authentic, but consumers can see when there is nothing there to back it up.”

Cox believes the best way to get your values across is to tell the story of your business and do it in a genuine way. The company story is one of the best things brands have to work with to be more honest and authentic.

“You can’t fake authenticity so go all in and be vulnerable,” said Cox. “Share the actual reason you started your business like you are talking to a friend.”

Once you’ve gotten clear on your values, purpose, and story, find ways to spread the word. Look at your marketing channels and other assets. Then use them to promote your brand’s ideals and narrative.

No Sugarcoating

While your marketing and advertising initiatives should position your company in the best light, being overly polished or glammed up can convey inauthenticity. This could easily prevent customers from being able to relate to you.

Every now and then, it helps to be a little vulnerable. Showing your customers the wins and losses that you experience in your business strengthens the connection people have with your brand. According to Cox, one example of a business doing this well is Kween and Co Granola Butter.

Companies are afraid to show their struggles because they want to portray an image of perfection and success. Showing the ups and downs of the business is more relatable and brings us along for the ride.

Consider doing something similar when you’re communicating with your customers. Tone down your efforts to appear perfect all the time and be real with the issues you face in your company.