The Value of Brand Authenticity

by Morgan Cruz, Marketing Content Coordinator, MHI | @mhi_morgan

Today authenticity is more than just a buzzword, it’s the cultural movement of the new millennium. Oxford Dictionaries defines authenticity as, “Of undisputed origin; genuine.” Society devalues “fake” and is drawn to what is true in every part of life such as food, product reliability, environment and animal welfare, pricing and finances, leadership, communication, etc. An article from Stanford Business, Glenn Carroll: The Value of Authenticity, explains “One of the biggest trends driving consumer consumption during the past decade is the demand for “real,” or authentic, items. Farmers markets, microbreweries, and all kinds of artisanal crafts, to name a few examples, have jumped in popularity.” The question is why is this happening and how does this effect personal and company brands?

In the past 20 years we have seen major advances in technology that have greatly influenced the way we communicate. According to Social Time, The Evolution of Social Media, we are in the golden era of social media. Social media is one of the top activities for users on mobile phones and tablets and has created an outlet for self-expression. Online communication has broken down barriers between the company and consumer or the public figure and society making it hard for those to “fake it.” As a result, the more authentic brands are appearing genuine, real, skilled and legitimate while the others come across as phony, untrustworthy and incompetent.

Glenn Carroll, Laurence W. Lane Professor of Organizations at Stanford comments on research in marketing and organizational behavior. “This isn’t our study that determines what is authentic — here we have systematic evidence for authenticity. And we found that if a product, service or organization is regarded as authentic, it will lead to higher ratings.” KIND Snacks is an excellent example of how an authentic brand can use transparency in their favor. April 2015 the FDA publicly requested that KIND Snacks make adjustments to their labels and website saying they could no longer call their KIND bars “healthy.” Nuts are a key ingredient and one of the things that make fans love the KIND bars. They contain nutritious fats that exceed the amount allowed under the FDA. This was bad news for a company that is known for being “healthy.” Their response was a blog post to the KIND community along with a social media campaign that brought attention to the issue and started a discussion on food, nutrition and what really is a “good fat.” Instead of denying or hiding the matter, KIND Snacks increased brand awareness, trust and sentiment by being open with their consumer.

The same holds true in leadership and personal branding. Donald Trump and Bernie Sanders are a great example of how authenticity can go a long way. Together they represent a brand that is a breath of fresh air amongst politicians because however brash or unscripted, they are honest. The public is drawn to this because of it’s pureness and truth which instills a sense of trust that is hard to come by for politicians. Will Burns, Forbes contributor writes, “To compete with Trump and Sanders the rest of the field must find their own authenticity because people have a keen sense of authenticity and, as we’ve seen with Trump and Sanders, will reward it.” He goes on to list five ways leaders can be authentic in Donald Trump and Bernie Sanders Show Us The Value of Authenticity In Marketing Political Candidates.

Whether you are a company ready to push a new product or a professional ready to lead a new team, be aware of your level of authenticity because ultimately, the decision between “genuine” and “phony” can make or break your credibility.

Have you experienced the value of brand authenticity in the supply chain? Share your story, questions or comments with MHI on social media! We are just one tweet, post or message away.

.