Brand Authenticity
Is your brand authentic? Nowadays, some brands toe the line between honest and little white lies.
Words like “organic” or “natural” may not actually mean anything at all and can create a potentially false image of a brand in an attempt to reel in an audience. When it comes to writing copy and creating content for websites and social media, building transparency is important. Time and time again, honesty beats a fake narrative.
Address feedback. Don’t ignore complaints or questions. A few negative comments may quickly build into an angry mob of internet protesters. Whether your audience is concerned with the environmental impact of your product or the quality of your customer service, they need answers.
Never assume your audience won’t fact check what you say. They will. If your product really isn’t “locally grown,” or 5% of proceeds aren’t going to the charity like you claim, don’t say it. If it’s not true, don’t introduce fake, fluffy language.
Show behind-the-scenes moments. Your audience loves to know that real people with a quality product are behind the brand instead of a big business. It’s one of the reasons people enjoy small businesses. Take time to highlight your employees or share quick “how we do it” videos. At the very least, add a short business biography to your site that describes your big picture mission.
Create a page for frequently asked questions if applicable. This lets your audience know that you’re aware of their questions and have answers.