The (R)ise of Authenticity
In a world where consumers are bombarded with up to 10,000 brand messages per day, it’s no wonder that many of us have become desensitized to marketing noise. We’ve developed finely tuned BS detectors that can sniff out inauthentic messaging from a mile away. So how can brands cut through the clutter and speak to us in a way that feels genuine? The answer lies in brand authenticity.
Brand authenticity is the degree to which a brand is perceived as honest, trustworthy, and credible. In other words, it’s about whether or not people believe that a brand is being true to itself. And according to Edelman Trust Barometer study, 66% of consumers say they will only engage with authentic brands. With numbers like that, it’s clear that brand authenticity should be top of mind for any marketer worth their salt.
But what does it actually take to create an authentic brand? Let’s take a closer look.