5 Tips On How Brands Can Deliver Authenticity to Consumers

By Celtra

In today’s bustling marketplace, consumers are no longer content with superficial marketing tactics and catchy slogans. It’s not enough to look and sound good, or to be a big name in the industry- instead, consumers are increasingly prioritizing authenticity and trustworthiness as the deciding factor when choosing which e brands to support. This is especially true in the luxury and premium sectors, where people with more money are choosing not to spend it on brands simply because of their logo. A Survey Monkey study found 78% of respondents were making purchase decisions based on their values and 55% were more likely to choose companies whose values aligned with theirs. 

This shift in consumer behavior has prompted individuals to engage in more thorough research, seeking out lesser-known, niche brands that exude authenticity, and turning to second-hand items that have stood the test of time. It’s no wonder that TikTok trends like #ThriftFlip and #ThriftingThursdays get billions of views! 

Let’s get to the bottom of this: why are consumers yearning for more authenticity in brands, and what can your business do to satisfy this new trend? Here are 5 tips on how your brand can be more authentic moving forward.

1. Drive genuine connections with well-timed personalization

Consumers are bombarded with an overwhelming array of products and advertising messages every day. In fact, the average American is exposed to 4000 – 10,000 ads in a day. In the face of all this exposure, creating meaningful connections is like finding a needle in a haystack! The key is to find consumers in the right place at the right time, with ad content and messaging that aligns with their values and beliefs. Doing this involves careful consideration of target audience, content relevance, brand association, ethical considerations. The best thing to do is to keep context in mind- the context in which consumers see the ad is as important as the ad itself. Thinking about what messaging and experience your audience is seeing and at what stage in the journey is going to strengthen any ad experience. With some good contextual data and a powerful creative, you’re much more likely to achieve an emotional bond that’ll transcend the transactional! By strategically choosing where to display ads, you can effectively communicate your message and connect with desired audiences in a manner that is consistent with their values.

2. Stay transparent in order to breed trust and loyalty

We expect a level of transparency from brands, with open communication, honesty, and ethical practices. Being open about your brand values, and showing your consumers how they contribute to the greater good by buying your product is a prominent trend in marketing today. The demand for transparency throughout the supply chain, both for environmental and ethical reasons has stressed the importance of social corporate responsibility, and telling this story will help build loyalty and reputability between brand and buyer. By helping consumers feel secure in their choices by providing transparency and reliable information, brands can forge lasting relationships with consumers and drive loyalty.

3. Use your authenticity as a symbol of individuality

As consumers become more conscious of their purchasing decisions, they are drawn to brands that reflect their unique identities. Niche, lesser-known brands often offer unconventional, innovative, and personalized products that cater to specific interests or values. By opting for these authentic, niche brands, consumers can differentiate themselves from the mass market and flex their individuality. 

4. Tell stories that resonate

“Brand storytelling is no longer a nice-to-have. It is a need-to-have” and will ultimately maximize your business’s visibility, profit, and impact. Whether it’s a story of a founder’s passion, a brand’s commitment to sustainability, or a socially responsible mission, telling a story is essential. Brands must put together a narrative that evokes emotion and creates a memorable experience to drive engagement. Consumers find themselves drawn to brands that genuinely embody their stories, leading them to develop loyalty, advocacy and a sense of shared values. The trick here is to nail your tone of voice and make sure all your communication is aligned with your brand values. Consistency is a key driver for authenticity! 

5. Choose to produce quality over quantity

Marketers need to avoid inundating consumers with things they don’t want to see, so instead of shooting for quantity, turn to quality! Try producing hyper-relevant and super-focused on consumer specific interests, rather than just blanket banner ads. By bombarding consumers with loads of ads, your brand isn’t contributing to a sense of authenticity, but rather showing carelessness by churning thousands of ads out a day hoping that one will stick. This method of advertising is becoming less and less popular as contextual data and targeted advertising becomes increasingly advanced and effective. By shifting your strategy to be more intentional, you can hit more targets with less proverbial arrows. 

To wrap up, we’ve seen how in the pursuit of authenticity, consumers are shifting their focus from mass-produced products to those that emphasize quality, craftsmanship, and attention to detail. New trends are putting niche brands, who often prioritize these factors, on the top of the go-to list. By considering these five reasons, consumers are increasingly willing to invest in products that not only meet their functional needs but also convey a sense of pride and longevity.

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