How Authenticity Can Help Your Business

In a highly advertised world that is completely saturated with advertisements and some truly incredible and standout promotional campaigns, building consistent trust and loyalty with your customers has become increasinly challenging! Some might say, more than ever before. Customers are more discerning and skeptical than they used to be, and they can very easily see through scheming, superficial marketing tactics. So, how can your business break through this increasing barrier and create truly lasting connections with your customer base? Let's dig into it!

One answer really lies in the overall approach to authenticity. Authenticity is about staying consistently true to your brand values, and being honest, communicative, and transparent with your customers! You can do this by delivering on your promises, and providing compassionate customer service. When businesses start to embrace authenticity, they quickly build trust, foster loyalty, and create a much stronger connection with their customers.

By making sure to incorporate genuine authenticity into every aspect of your operations, from your brand voice and overall messaging to your quality of customer service and products, many businesses can set themselves apart from the competition through this tactic. Customers are naturally drawn to brands and companies that they perceive as genuine, reliable, and most of all, trustworthy.

What is authenticity and why does it matter?

Building trust and loyalty are the essential foundations of those standout, truly successful businesses. Without buidling that trust, customers are more likely to be hesitant to engage deeply with a brand and make a purchase. Loyalty, on the other hand, really ensures that new customers keep on coming back, even in the rat-race of brand competition.

When the customers trust your brand, they have a unique confidence in its products or services, and will tell their friends about how amazing you are. They believe that the brand will truly deliver on its promises, because you have mainatined a consistent commitment to honesty, and provide essential value. Trust between brand and consumer creates a sense of security for them and significantly reduces the perceived risk of making a purchase, even if the product or service is new!

Loyalty, on the other hand, is the direct result of consistently and consciously meeting customers' needs, and of course, exceeding their high expectations. The most loyal customers will not only continue to purchase from a brand, but also become paying brand advocates who strongly promote the brand to their friends, family, and social media followers, which will set you apart from the competition. They are also more likely to forgive the occasional mistakes that inevitably happens and are willing to pay a high premium for your brand's products or services.

Building consistent trust and loyalty requires much more than just offering your customers quality products or services. It requires you creating a deeper connection with customers on an honest and genuine level. This is where that key word authenticity comes into play.

To illustrate the power of authenticity in building trust and loyalty, let's explore one strong case study of a luxury beauty brand that has successfully implemented these authentic strategies:

A CASE STUDY: GLOSSIER

Glossier, which is a luxury and very trendy beauty and skincare brand, has achieved absolutely remarkable success by simply leveraging the user-generated content their customers make, and the power of progressive social media marketing. Glossier consistently encourages its valued customers to share their incredible experiences with the products and showcase their authentic, natural beauty through the #glossierpink hashtag on all social platforms. The brand also consistently collaborates with plenty of influencers who already genuinely love and use its products. By showcasing real-life customers, many that have built a platform on authenticity, and their experiences, Glossier instantly creates a sense of authenticity and relatability.