You’ve heard your boss say it; you’ve heard the client say it, you’ve heard it in a job interview.
“We need to be authentic and show our fans who we really are.”
“It’s important we are transparent and give our shoppers a glimpse behind-the-scenes.”
“How do you plan to build our brand narrative in a way that shows authenticity & transparency?”
“I love working in marketing and helping my clients present themselves in an authentic way.”
Although all of this can seem like overkill, these words are no longer just buzzwords. It’s becoming increasingly clear that brands need to take these to heart if they want to be successful.
Why the sudden shift and importance of brands establishing transparency and authenticity? Why now?
Well, it’s because we are in the age of:
According to studies, millennials can be described as educated, technologically savvy, civic-oriented, conscious, and global citizens. All of these characteristics show us millennials care, want to make the world a better place, and have the platform to do it. This also means they want to engage, work and associate with brands that want to make the world a better place, too.
However, the days of brands making a donation or “helping out those in need” with a single day of service are long gone. Millennials can see right through that. Millennials don’t want to just give, they want to DO and experience, and to know exactly how their actions are changing the world. This younger generation will seek out brands that do good in the world because that’s who they are, or strive to be, at their core, not because of a tax write-off. Millennials are looking for brands that are authentic in who they are and have transparency in what they stand for.
As a brand, what can you do to ensure you are authentic and transparent when it comes to what you stand for?
In order to be authentic and transparent, whatever your “thing” is, it needs to become synonymous with your brand. It needs to be intertwined into everything you do… your voice, your messaging, your campaigns, your events, your commercials, your talent. It even needs to be apparent in things the public does not see- your office environment, your office culture, your CEO, your employees and your business decisions.
It sounds simple, but we know it’s not easy. There are many brands, corporations and leaders who haven’t figured it out yet, but here are some that are doing it right
Laura Day is a sports fanatic who has brought that passion to her career. As a former collegiate volleyball player and a die-hard Lakers fan, she brings the sports mentality and teamwork to her leadership style and marketing strategies. When Laura isn’t in the office, you can find her traveling the world, one brewery at a time.