The Power of Authenticity
Achieving genuine authenticity in branding, means aligning a brand's visual identity, language, output and actions with its core principles, values and mission. Building this is much more than just a surface-level marketing strategy. It is a fundamentally different approach to connecting with consumers. Committing to a set of beliefs and staying true to them in order to resonate, engage and drive brand loyalty. By embracing an authentic approach brands can hold a mirror up to contemporary culture, reflecting an increasing desire for transparent, credible and principle-driven businesses, as well as creating an approachable dialogue with audiences.
Successful brands go above and beyond a product offer; they tell compelling and honest stories that resonate with their audience. Fostering trust and engagement to create a competitive advantage in a turbulent, over-saturated world. Where consumers are overawed by choice, authenticity stands out.
Paynter, the jacket company, are a business built on an authentic, open attitude. Made-to-order and direct-to-consumer they’ve built an army of loyal fans who snap up the latest batch of jackets in minutes and happily wait weeks for their clothing to arrive. They take an incredibly transparent approach, religiously documenting every part of the process from the initial test designs, to production, to the finished products being posted out. Actively involving customers in every step of the process and building an inclusive community with every jacket that’s made and sold.
Hiut denim are a brand driven by a singular aim. The mantra ‘Do One Thing Well’ acts as guiding light for their whole business model. ‘We make jeans. That’s it. Nothing else. No distractions. Nothing to steal our focus. No kidding ourselves that we can be good at everything. No trying to conquer the whole world’. The world-class quality of their jeans is achieved by building a team of local craftspeople, and regenerating a town in the process. Placing people at the heart of everything they do and emphasising this quality to their audience, firmly differentiating them from their competitors.
Both these brands showcase the power of authenticity, honesty and credibility. They’ve built fanbases, not just customers, by living and breathing the values they stand for, and bringing their customers along for the ride. Building brands that offer a commitment to quality and explicitly voicing their desire to do things differently. They understand that the things that feel most personal are the most universal, and embrace this in order to honestly engage with their audience.
Although authenticity can be a powerful force, maintaining it poses challenges. Making exaggerated claims, such as greenwashing, or using a performative, superficial charisma to compensate for the truth is a shortcut to significantly damaging a brand. Modern audiences are hyper-vigilant, and can sniff out insincerity from a mile away. It is important to note that any crafted expression of personality is ‘performative’. Acknowledging this flaw by eschewing a carefully and compulsively crafted authenticity that overpromises and under-delivers in favour of establishing a brand that lives and breathes its values ensures audiences feel respected and connected. Building a brand that embodies their personal values, maintains credibility and doesn’t just chase profit at any cost.
Social media is a litmus test for a brand’s authenticity. Platforms are more that just a place to post about the latest product launch; they’re for building a following and responding to real-time customer feedback, becoming places where brands become human. Crafting a genuine and consistent personality becomes an advantage. Staying true to yourself ensures consumers pick your brand over the others, and in a digital world where everyone is shouting for attention, authenticity is the spotlight that can put you centre stage.
Authenticity is more than a trend or buzzword. Brands that wholeheartedly embrace it build genuine loyalty that lasts. As you invest in your audience they become invested in you. People are willing to defend you, offer encouragement, share, like and subscribe. They are central to ensuring a brands resilience in times of crisis. Stay true to them and they’ll always have your back. After all, authenticity isn’t just a strategy; it’s the heart and soul of a business. Keeping it real, will always keep people coming back for more.
Words by
Scott Cockerham
Designer