Don’t Mask It

Do you ever twist your face and raise an eyebrow when you hear an advertisement?  Have you seen a commercial then rolled your eyes with a huff?  You know, the one where the offer seems too outlandish to be real?  In order for an advertiser to be attractive they need to be authentic.  Maybe we can blame our skepticism on fake news, bantering politicians and untrustworthy celebrities. 

Consumers today crave authenticity.  Be real and don’t mask the truth.  Build a relationship with your potential customer so they have a connection with you as a person – not as a sale.  Share what you have in common with them and mutually value.

Chobani yogurt has used their belief that business should positively impact local communities to help them be noticed.  Chobani’s tagline is, “A cup of yogurt won’t change the world, but how we make it might.”  Combining passion for quality yogurt made with natural ingredients has come to help them dominate the Greek yogurt market.  No singing celebrities, supermodels on a beach or buy-one get-one free offer.

Chobani ownership has planted a flag in creating a positive impact on local communities.  Those beliefs have led people to view Chobani as an authentic brand making an honest product.  The involvement in local communities along with a well-paid workforce who loves their job has gotten the company valuable, free publicity.  Chobani’s not only the leader in the yogurt category, their actions and quality product has them rising to the top as an authentic brand.

More ways to build the authenticity your audience is looking for is to listen to what they’re saying online.  Address complaints and respond publicly.  Part of being authentic is addressing mistakes with honesty and humility.  Don’t cover them up.  Hold yourself accountable, learn and do better next time. 

There’s nothing more real than what the public is saying about your business.  Share those comments and re-post the reviews.  Allow your best customers to become influencers of your brand as they help tell your story.  It’s easier to gain credibility from a fellow customer than the business itself. 

Everyone has a story to tell.  I’d like to hear yours.

false final

Cedric Friesen

Husband, Dad, Boss, Leader, Fan. Cedric enjoys serving with the Kiwanis Club and on the board of the Hunger Task Force. He’s also been involved with numerous charity events and fundraisers through Mid-West Family. He’s true to Minnesota sports teams and tolerates most Wisconsin teams. When it comes to business Cedric loves win win win situations!

How To Write a Good Recruitment Ad

By Lori Morton-Lockley | May 11, 2021

I may be dating myself, but when I first started recruiting, it was different! I’d call the local newspaper, tell them what Iwas looking for and they would post it. The post read something like […]

Read More

A Lesson From the B Team

By Cedric Friesen | May 5, 2021

Are your employees all working together in perfect harmony, responding to changes, adapting in a moment and efficiently analyzing situations while making decisions with speed? I see it every day. Here’s my waggle.

Read More

Riding for a reason!

By Jean Taylor | May 5, 2021

Big Bikes for Little Tikes is our annual motorcycle ride through the Coulee Region with a very special purpose…to make the wish of a local child come true. Big Bikes has been riding for a […]

Read More

Are You Courting Your Applicants?

By Lori Morton-Lockley | April 25, 2021

For anyone who hires people, you know it’s hard out there! Despite what the numbers are telling us, we all know how difficult it is to find and secure great talent! There are a lot […]

Read More

Congratulations to Phil Costigan, a radio legend!

By Jen O'Brien | April 22, 2021

It all started on October 5th 1982. On that auspicious day Phil Costigan, the radio legend, found his calling. From his illustrious career on KQ98 to his Caledonia Football coaching days, he’s made a name […]

Read More

Put Another Blog on the Fire

By Cedric Friesen | April 20, 2021

It’s not just another blog it’s your blog. And people do need it. And you need it too. Learn how a blog can help you and help your business connect to customers.

Read More