How to Build an Authentic Brand

In order to ensure the long-term success of your business and branding, it is key to be authentic in everything you do. This will help you to build a real relationship with your consumers, building trust and respect in all of your endeavours.

1. Finding your niche

Every experience in life shapes us into the person we are, along your journey there will be obstacles and successes as you find your way. This is where we learn and discover ourselves, finding passions where we can inspire others. This is where your niche will form. Implement them to find your segment in the market. By creating something that you are passionate about, you are sure to build an authentic brand with pure intentions. Once you understand your customers wants and needs, marketing towards them will become a breeze. Carrying out market research to narrow down your exact target market will help you to identify who they are and how you can advertise to this particular group.

2. Building a presence on social media

It is vital that you build a positive perception of your branding and business to succeed. The way in which you present yourself and your brand online is how others will perceive you and form opinions. By sharing your journey and experiences with your followers, you will form positive and honest relationships. This authenticity is often rewarded with the loyalty of consumers. Research has shown that most people form a first impression within 7 seconds, so you need to make your social media accounts stand out from the second the consumer clicks on to the page. When it comes to social media you need to play the long game, growth won’t happen over night - it takes time, so you need to be consistent with your posting and the gains will follow. Just being active and engaging with your followers every day will help you to gain their trust and form a positive brand reputation.

3. Applying a marketing strategy

The key to creating awareness of your brand is to implement a thought-out marketing campaign. An effective marketing campaign will generate curiosity among consumers. Think, when you are forming your marketing strategies, think of yourself as the consumer, what would you want to see? What problem you need to be solved and what would grab your attention? Use this vision to execute your marketing strategy.

To build an effective marketing strategy you can start off by writing out your marketing plan - what is it that you are actually trying to sell to your consumer?

Next you can implement marketing tactics that are relevant to your particular brand and you think will benefit you the most - these could include:

• Using Search Engine Optimisation (SEO)

• Influencer marketing

• PR and affiliate marketing.

Next it is important to measure against your Key Performance Indicators (KPIs), this will help you to achieve results faster.

There are so many useful things you can use to create and apply an effective marketing strategy to your brand that will set you up for growth and beyond.

4. Forming authentic networking relationships

Remaining humble and genuine when forming relationships is essential to being authentic and creating a reputable name for yourself and your brand. The more effort and care you show in your engagement with others, the more like-minded people you will attract and have the opportunity to network with. Keeping sight of your morals and values will get you far in the success of your brand. Keep these morals in mind and advertise them wherever you can, but most importantly ensure you are staying true to them at all times. Try to relate to your consumer on an emotional level, especially if you are a brand that is working with peoples insecurities (skin, imperfections, size, etc.), showing empathy and kindness will go a long way in terms of consumer loyalty and brand reputation. It is also great to reward loyalty - discounts, loyalty programmes etc, it is a good way to hook people in and keep them wanting more.