Consumers have trust issues with brands. They are skeptical of brand messaging and instead turn to peers to inform their purchase decisions.
Consumers want honest relationships with the brands they support. They reward the companies that communicate honestly about their products and shun those that do not.
Nearly two-thirds (63 percent) of global consumers claim that they would buy from a company that they consider to be authentic over all its competitors.
Here are seven essentials for brand managers to convey and maintain authenticity:
1. Listen to your customers.
Your customers are talking about your brand online. Word-of-mouth has expanded to social media, and customers are voicing their opinions about your products. Find out what your customers are saying.
Monitoring social media can help you learn how customers use your products and what they like and dislike about interactions with your organization. Eighty-three percent of consumers like it when a company responds to them on social media. Join the conversation and “like,” share and comment on positive submissions. Also, do your best to address negative ones.