Marketing a brand with authenticity
Successful marketers know that branding is an important part of being able to sell. Those that have a brand that is recognizable and used by many are able to sell more effectively than those who do not. Marketing a brand with authenticity is important to do. Going about this task is sometimes easy and sometimes difficult, depending on the task at hand.
* Promoting a brand with authencity means being pasionate about what you are marketing. Consumers are being sold to almost every minute of their lives in this capitalist system. You need to be passionate about your brand otherwise phoniness will stand out and consumers will not be impressed, and will not gravitate to your brand.
*Make your brand part of a larger purpose. Consumers are savvy enough to know that most brands are out to “sell things.” More success in marketing is often give to brands that are part of a larger purpose such as, selling made in America goods for instance. Think a store like Whole Foods for instance with their eco friendly stance.
*Marketing your brand with authenticity can also be a part of showing your integrity. For those that are marketing their brand as part of service with a smile or the customer is always right, make sure that you live up to those ideals. Busineses that promote these policies and then fail to live up to them are giving the business and brand a bad name.
* Make sure a positive image is conjured up when people think about your brand. Take Target versus Walmart for instance. Even though Walmart is considered the place for cost conscious consumers to shop, a brand like Target with it’s clean uncluttered store environment and consumer friendly shopping experience, has an edge. More consumers are starting to want and need good shopping conditions in their store environments.