Authenticity for Differentiation

‘This product launch is important, and we must ensure we’ve got a highly differentiated campaign for this.’

How often have we heard this during the marketing meetings? I have been guilty of forcing this on my teams and agencies numerous times.

And how often have we heard marketing leads shouting on top of their voice, ‘hey guys, we must ensure that we come across as the most authentic guys in the business?‘ Chances are next to none.

In an era of information and content overload, it is easy for consumers to get lost and not know whom to trust. And thus, ‘differentiate or die’ has become the gospel for all modern marketers. We have been chasing differentiation in every tangible place possible – our brand logo, visuals, copies, ads, endorsers… The list can go on and on.

We’ve been so caught up with trends and tactics that we have overlooked the most obvious question.

Why should our customers give us a second look? Trust us?

And if you dare to pause and give a shot to it, the answer will be real simple – if we are authentic.

Authenticity is not a tactic but the tenet you decide to build your brand upon.

Authenticity is not a trend, and it will probably deliver virality in the modern sense, but it will help us connect with our consumers in a way that nothing else can.

When everyone is trying to sell you something, it becomes harder and harder for consumers to discern what’s real. Brands that can cut through the clutter by being transparent with their audience will be the ones that succeed.

Being genuine is the only way to build trust and credibility, which are essential in today’s post-pandemic world. And when we can do that, we can create a strong emotional connection with our consumers, which is the key to any successful brand.

Being authentic means being true to who you are, what you believe in, and what you’re offering. It’s about being real and transparent with your audience. It doesn’t mean that you have to be perfect, but it does mean that you need to be honest about your imperfections.

Okay, you are convinced. But how can marketers make sure that their brands are authentic? Here are a few things to keep in mind:

Be true to your core values.

What are the principles that guide your day-to-day decision-making? Are you staying true to these values, even when it’s tough? Your consumers can tell if you’re not, so make sure your actions always align with your values.

Don’t try to be something you’re not.

It’s essential to know your strengths and weaknesses as a brand. There’s no need to try to be something you’re not – just focus on being the best version of yourself. Your consumers will appreciate your honesty and will be more likely to trust you as a result.

Keep it real.

In the age of social media, it’s easy to get caught up in presenting a perfect image to the world. But resist the urge to do this – your consumers will appreciate seeing the real you, warts and all. Be authentic in your online presence, and don’t be afraid to show your human side.

Tell your story.

Every brand has a story to tell, so make sure you’re telling yours in an engaging and compelling way. Share the journey you’ve been on, and let your consumers know what makes you unique.

Be transparent.

Consumers today expect brands to be open and honest, so make sure you’re being transparent in your communications. Don’t try to hide anything – if there’s something that your consumers should know, make sure they can easily find it out.

Authenticity is vital in today’s landscape. By being true to yourself, you’ll be able to build trust and credibility with your consumers. And in turn, they’ll be more likely to support your brand.

You, the marketer, don’t be afraid to be authentic – it’s the best way to differentiate yourselves from the competition.

And your consumers will thank you for it.

Amit Tilekar
Amit Tilekar

Customer-obsessed digital marketer and growth marketing consultant

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