Build a Genuine Brand in an Artificial World

9 Keys to Unlocking your Brand’s Potential

The age of technology has made it easier

than ever before to create a business.

However, with over 500,000 brands vying for attention from the palm of our hand to the billboards in the sky, people often feel bombarded with a constant stream of brand advertising. With the rise of artificial intelligence, this inundation is only expected to intensify as marketing teams churn out more content than ever before.

So, how can you build a brand that feels genuine in an increasingly artificial world?

Imagine your brand as the face of your business, with your work representing its body. In a crowd of people, the one that catches your eye is the one looking directly at you. Similarly, amidst a hundred branded advertisements, the one that gets people’s attention is the one that connects with them on a personal level and speaks directly to their hopes, fears, dreams, and tears.

That's where authenticity comes into play—the first key to creating standout branding.

In the business world, authenticity is the cornerstone of genuine connection. Being authentic comes down to your commitment to stay aligned with your core values and heart-centered mission in every aspect of your brand’s creation. By doing so, you'll naturally attract an audience that resonates with the signal you broadcast through your content, forging a powerful connection that sets your brand apart from the noise.

Authenticity involves being transparent, honest, and sincere in all interactions with your audience, employees, and stakeholders. When a brand is authentic, it forges a deep emotional connection with its customers, fostering trust, loyalty, and long-term relationships. Authenticity goes beyond surface-level marketing tactics; it permeates every aspect of the brand, from its products and services to its social communication and customer service.

The community of loyal customers that a brand generates over time needs to be nurtured to stay relevant in someone’s life.

Being relevant in branding means understanding your target audience's needs, desires, and preferences, and tailoring your brand message and offerings to align with them. It's about staying attuned to the current trends and cultural shifts to ensure that your brand remains relatable and meaningful in the context of the audience's lives. Relevance goes beyond merely selling a product or service; it's about being an integral part of your customer's journey and experiences.

For example, consider a sportswear brand aiming to appeal to fitness enthusiasts and athletes. To be relevant, the brand needs to comprehend the challenges and aspirations of its target audience. The company might conduct market research, engage with fitness communities on social media, and analyze consumer feedback to gain insights into what motivates and drives fitness enthusiasts.

Based on their findings, the brand may discover that its target audience is not only interested in high-performance activewear but also values sustainability and environmental consciousness. Armed with this knowledge, the brand could make a strategic shift towards incorporating eco-friendly materials in their products, adopting sustainable manufacturing practices, and communicating their commitment to environmental responsibility in their brand messaging.

Moreover, the brand might collaborate with popular athletes or fitness influencers who align with their values and ethos. This partnership can help showcase the brand's genuine connection with the fitness community and further solidify its relevance within the industry.

Be creative. In a world where there's so much noise, you need to be creative in order to stand out. This means finding new and innovative ways to communicate your brand message.

In a landscape filled with noise and competition, creativity is the key to standing out. Embrace innovation and find unique ways to communicate your brand's values and story. Whether it's through captivating storytelling, eye-catching visuals, or interactive experiences, creativity will help you capture your audience's attention and leave a lasting impression.

Be consistent. Your brand needs to be consistent across all touchpoints, from your website to your social media to your marketing materials. This will help people to build a strong association with your brand.

Consistency is the glue that holds your brand together. From your website to your social media channels to your marketing materials, maintaining a cohesive and consistent brand identity is crucial. Consistency builds trust and familiarity, enabling your audience to develop a strong association with your brand over time.

Be social. In today's world, social media is essential for branding. You need to be active on social media and engage with your audience in a meaningful way.

Be Social: In the digital age, social media is a powerful tool for building and promoting your brand. Be active on social platforms, engage with your audience, and foster meaningful connections. Leveraging social media allows you to reach a wider audience and showcase the human side of your brand, reinforcing its authenticity and relatability.

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• Focus on your brand story. What is the story behind your brand? What makes you unique? Why should people care about your brand?

• Use strong visuals. Visuals are a powerful way to communicate your brand message. Make sure your visuals are high-quality and visually appealing.

• Be bold. Don't be afraid to be bold in your branding. This doesn't mean being obnoxious, but it does mean being different from the competition.

• Be memorable. Your goal is to create a brand that people will remember. Make sure your brand is distinctive and memorable.

Side Tangent on Authenticity

On the surface, one example of a brand that seems to embody authenticity is Patagonia, an outdoor clothing and gear company. Patagonia demonstrated its commitment to environmental and social responsibility, which is a core aspect of its brand identity, through its "Worn Wear" program. Rather than simply encouraging customers to buy new products, Patagonia actively promotes the idea of repairing and reusing their old gear. The company provides resources for repairing clothing and gear, and they also offer a platform for customers to buy and sell used Patagonia products. This initiative aligns with their commitment to sustainability and reducing waste and creates a shared culture around their products.

However, upon further inspection, we found that Patagonia has faced some serious allegations that didn’t align with their expressed values. For instance, in 2015, internal audits found instances of human trafficking, forced labor, and exploitation in Patagonia’s supply chain. The company has also encountered backlash for its environmental initiatives, with some accusing it of being a marketing ploy. Patagonia even received censure from Greenpeace for toxic chemicals found within the brand’s apparel material. Some have also raised objections to the company's anti-consumerism rhetoric, arguing that it is paradoxical for a company that sells clothes to reject consumerism.

Customers feel a sense of collaboration when they purchase from brands that genuinely care about their shared values and actively work to make a positive impact. But those same customers can feel betrayed by brands that contradict their proclaimed principles behind the scenes. When a brand's authenticity comes into question due to alleged misconduct or ethical lapses, it erodes the trust that customers have placed in them. Such criticism not only damages the brand's reputation but also raises doubts about their true commitment to the causes they champion. Brands that face such scrutiny must address these concerns transparently and take meaningful steps to rectify any wrongs. Only by acknowledging their shortcomings, making necessary improvements, and communicating openly with their audience can they hope to regain the trust and confidence of their customers. Authenticity must extend beyond mere marketing narratives; it should be an ongoing dedication to living up to the values the brand espouses.

In Patagonia’s case, the brand has made significant efforts to improve its supply chain practices such as becoming a founding member of the Fair Labor Association® (FLA), which provides an extra layer of assurance and transparency for its customers. According to an article on Time, Patagonia has spent nearly a decade redesigning its products and supply chain to eliminate the use of polyfluorinated chemicals (PFAS), which are used widely across the clothing industry despite being toxic and have been linked to cancer and other health problems. The company has invested millions of dollars into a high-stakes trial-and-error process to find a replacement for PFAS that can still provide water resistance without harmful effects.

Course corrective actions intentionally done by brands naturally move with the current of the collective consciousness of our society, rather than against it

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