Page 15 - Engage -- no.11 -- Winter 2018

Tips for Mastering
the Art of Authenticity
Today’s younger generations eat authenticity for breakfast. Ultimately, consumers love a company such as Patagonia because it walks the walk. Patagonia’s marketing strikes a chord because it’s downright believable. The brand is practically a paragon of corporate responsibility, so when it touts sustainability, consumers buy into the message—literally.
This level of audience trust has enabled Patagonia to expand its eco-friendly messaging to new markets, such as Patagonia Provisions, which sells sustainable foodstu s that “rethink the food chain.” So, while the brand may employ an “anti-growth” ad strategy, it’s certainly not slowing down revenue. Below are a few tips you can borrow to bring authenticity to your brand.
When it comes to big branding, think small. Generation Z’s aversion to overt branding is already well-documented. These digital
natives have nely tuned BS meters when it comes to brands—so companies aiming for
authenticity must make sure they’re able to back up advertising claims. (You might also want to think twice before slapping a giant logo on every imaginable surface.)
Transparency goes a long way. If authenticity is the biggest buzzword in the industry, transparency
is surely not far behind. The two concepts,
though, are intimately related. Whether you post information about sustainable supply chains
on your website or detail social-good e orts in a company blog, small doses of transparency go a long way when it comes to conversions.
Consistency, consistency, consistency. Brand mis res, social media snafus, and tone-deaf
tweets are especially cringeworthy when
they y in the face of what a brand is widely reputed to stand for. Future consumers will
be even more sensitive to consistency across all platforms. So, it’s worth investing signi cant time and e ort to ensure your voice comes through clearly in every channel you use, from email to social to AR to VR.
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