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.
