Dig deep. How you define your brand and what it stands for builds the foundation for a business that goes beyond meeting its KPIs. In a world of carefully curated and heavily filtered content, it’s easy to focus on and put out only what looks or sounds good.
However, for a few years now, social media experts and scholars have been discussing the importance of authenticity.
Consumers are more discerning than ever, and often hold brands accountable for what they do or say, even on social media. Consumers are not just buying a product or service, they are buying into the brand – its values, its mission, its practices; they are looking to invest in a brand that they feel represents them, hears them, and understands them.
In building a strong brand, consistency is key – consumers want to know that they’re supporting a brand that won’t change its mind or attitudes towards a quality, environmental or social issue because of what’s trending. After all, trust and loyalty is earned over time, not bought.