6 Ways To Establish Your Business In The Age Of Authenticity

The old days of excessive advertising are dying. The marketing battle-cry “If they can’t see me, I don’t exist” has come to a standstill. In fact, more and more companies have gradually come to realise that the race for attention needed to switch from an informal presentation to a meaningful message. Booking a billboard placement to show your logo and your latest product isn’t enough to convince 21st Century’s customers or even potential employees. The shift operated at first through data analysis, ensuring that every customer can be personally targeted with the most relevant advertising messages. But the need to personalize ha snow reached a new level. Your customers and employees don’t want you just to know their names and preferences. They expect a company to be genuine, to offer the authenticity they need from someone who has so much confidential information about them. In short, the Dear [insert name] kind of email isn’t giving you a competitive edge anymore. You need to make honesty and sincerity part of your business relationship to grow your company. Consequently;, to help you in this challenging task, we’ve listed 6 tips to help you establish your business in the age of authenticity.
Do you deserve the authenticity stamp?
Wait, what does it mean to be authentic?
Authenticity is becoming a popular word in the business world, so much in fact that it is difficult to read or listen to business material without coming across it. Entrepreneurial authenticity is, by defining, what makes you unique compared to other businesses and what allows you to be truly your while you connect with and serve your audience. Unfortunately, it is a lot more complex than it sounds like. Indeed, when entrepreneurs carry the conception that professionalism is the result of following established behavioral rules, it’s easy to see that professionalism and authenticity might at first, appeared to work against each other. However, you need to understand that the image of professionalism you have is old-fashioned. The Millennial generation demands a new version of the professional entrepreneur: They want someone who lets go of the hierarchy figure and defines themselves by their own story. How do you know if you’re being authentic? It feels right, and everything fits in place.
Why does it matter?
Why should you be authentic when social values still insist on the hierarchic professional image? Ultimately, the reason is simple. Authenticity is the key to growing your business. For equal price and quality, customers choose to pursue a social purpose when they commit to purchase. In other words, customers and employees rely on your social media presence to define whether your business is trustworthy. They don’t research financial reports but instead satisfy their hunger for a genuine voice that offers honesty and transparency. More importantly, customers or potential customers are happy to forgive mistakes that they consider honest. In short, companies don’t need to thrive for perfection to attract new buyers. It’s the ability to own your mistake and make amends that gives users confidence in your business. Admittedly, it doesn’t mean that too many errors will go unnoticed!
What’s the authentic decor?
Authenticity starts directly in the workplace. You can’t deliver a genuine message to your customer if you don’t cultivate the same approach with your team. Your office decor plays a significant role in the behavior of your staff as it shares your value. An authentic decor might seem like the kind of trends that competes against minimalism and a Victorian style. But ultimately, your authentic decor combines practicality and simplicity. Choosing furniture that is easy to maintain, such as concrete table tops and benches – which you maintain with concrete hardener to densify the surface – in the social areas can create an honest and durable impression. Additionally, you can add your personal touch with meaningful quotes and visuals. For instance, the use of motivational messaging in the office can boost the team’s morale.
Keeping it real at work
What is authentic leadership?
Every company can collapse in the hands of an unskilled leader. In 2003, Bill George introduced the idea of the authentic leader, who is someone whose values are honest, ethical and practical. In George’s opinion the authenticity in a leadership style refers to qualities of the heart. It is about empowering your team to grow their skills and become more creative and innovative. The personal pursuit of financial reward or increase power has no place on this honest approach to management. Personal values, such as the desire to maintain good health or to improve your education levels, often become part of your strategy to deliver the best for your employees and customers. What you crave to get, they should get too.
Engage authentically with your customers
Admittedly, authenticity also defines the relationship you establish with your customers. Consequently, the ability to engage as a personal and meaningful level is key to building an honest bond with your audience. When honesty is a driving factor in your marketing strategy, your approach to customer engagement focuses on facilitation and trust. Offering real value as opposed to selling at the best price for profit is a core element of authentic success. You want your customers to get the best for their money, and consequently, you make sure to deserve their attention, through quality offering, community networking, and even valuable entertainment.
Be authentic with customers
Tell a real story
Finally, in a world of fake news and alternative facts, it’s essential to attract your customers’ attention with a real brand messaging: Your story. Storytelling is more than a sales pitch; it’s about developing a brand voice that resonates with customers. Ultimately, when your audience researches an emotional hook to trust your brand, your storytelling marketing needs to deliver. Start with a brand narrative that is both compelling and cohesive to share your values with your audience. For Ikea, for instance, the core of their messaging is built around the family nucleus. Ikea provides the products you need to keep your family life as easy as possible, as their consistent advertising has demonstrated during the previous years. From the father waiting to talk to his teenage daughter to the granddad cooking with granddaughter, Ikea loves families, and they want their audience to feel the same.
In conclusion, authenticity is appealing to your customers and your employees. But it’s a delicate art to master. Being yourself is a skill that entrepreneurs need to develop to grow their business effectively.