The Importance of Authenticity in an Era of Misinformation

Trust in a brand must be earned. 

With the rise in the last decade of misinformation, consumers have become increasingly sceptical of news and information from any sources. 

Social media especially has made it easier than ever for brands to reach prospective consumers; however, the rapid spread of information via social media can make consumers feel overwhelmed. Feeds become clustered with ads, news stories and opinions, with consumers left to filter which are telling the truth. 

With the potential for misinformation, consumers need to be able to trust their sources of information and feel assured that the brands they love are authentic and open when it comes to their messaging and communications. Whether you are a small, up-and-coming brand, or a large corporate organisation, your customers need to know that you are trustworthy, meaning communications need to be  honest, open and consistent.

Prior to the recent surge in misinformation, brands were content with operating inside a black box model. The problem with this model, Roberto Mortensen of Falcon IO describes, “is that the viewer cannot see nor relate to what’s really happening inside the organisation. Consequently, content on display becomes a mere attempt at showcasing a perfectly manufactured reality – but not necessarily the truth.” 

For a brand to succeed in being authentic with their customers they should be able to check off these three strategies when it comes to their branding, marketing, and public relations:

Tell Your Story

The starting point for any business or brand to convey authenticity to their audience is by being honest about their roots, telling their story of how the brand emerged. This is a great opportunity to use social media as a positive tool for communication. Social media allows companies to share their stories and allows consumers the opportunity to see the people behind their favourite brands.  

Small businesses have become champions of this step to successful authenticity humanising their companies by introducing employees to the public and encouraging behind-the-scenes looks at what–and who–makes the organisation work. . Companies should also be using social media to show the public what causes they support and what action they are taking for that cause. By aligning themselves with certain issues they are creating an authenticity associated with their brand.

Build a Relationship

Through authentic relationship building, both on and off social media, brands are able to increase sales and garner positive reactions about their brand. 91% of consumers say they are willing to reward a brand for its authenticity with a purchase, investment, or endorsement, while 62% would purchase from a brand they regard as authentic. 

Relationship building through customer interactions is often associated with small businesses that connect on a local level, however, even larger brands and individual franchises, can create lasting relationships with their customers. Through franchising, customers are able to build a relationship with owners of a specific location and are more likely support any growth or products the brand overall is trying to promote.

Be Transparent

To counter the black box model of branding communications, entrepreneur and founder of Social Chain, Steven Barlett, suggests an alternative–the glass box. In a world where misinformation and fabricated perfection has become a reality, the brands that are surviving are the ones that share their true selves, and being open and honest about the good, the bad, and the ugly of their brand.

Aside from authentic branding being the ethical thing to do it has also shown to be effective in maintaining a positive brand identity in the public eye. 

In some cases when it comes to crisis communications and challenging situations, it may seem easier to stretch the truth and try to act as though there is nothing wrong. But, more consumers appreciate honesty in these cases and are more likely to stick with a brand that more genuine in their messaging overall. 

Being completely authentic can be challenging, but there are many effective approaches you can take to ensure your voice is heard–and trusted–despite the mass of misinformation shared online.

Written by Brody Robinson