The Value of Authenticity in Business

2020 hit and companies, communities, and families were pushed fully into digital.

It was a disruptive push for most, and while some of the “messiness” continues to grow, it also evolves. 

Many businesses are now beginning to recognize efficiencies via reduced overhead and streamlined communication channels. The long term impact on customer experience remains to be seen, however.

As for the marketplace of today, it is now-more-than-ever overcrowded with messaging, apps, influencers, brands, wanna-be brands, and just about everyone vying for consumers’ attention.

How do we know what is real and what is not real; what is fact and what is fiction?

The fact is, we don’t. New companies and brands are multiplying like gremlins after midnight and just about everyone is becoming a creator and influencer.

The only way to know the difference is to experience it yourself, and rely upon reviews, testimonials, and recommendations of those who have experienced it before you. Sounds a bit scary. However, I think this is fabulous news!

The marketplace overload creates an opportunity, a tremendous opportunity, and value for authenticity. Authenticity of brand as well as value proposed and actually delivered to customers or shall we say authenticity of brand via customer experience.

In my many years as a Marketer, I have watched the industry change from highly creative catch-your-attention-and-evoke-emotion advertising to fast-digital-channels-and-funnels based primarily on numbers and data. So, which is best?

The answer: they both are.

Regardless of the channels, funnels, and yes, even the creativity - what's most important is ensuring alignment between the value you proprose to your customers and the actual value you deliver to your customers.

ANY AMOUNT OF DISCREPANCY WILL CREATE DISTRUST. And this distrust will kill your brand and reputation in the long-term.

The alignment is the AUTHENTICITY. It's what is REAL. And this is what creates TRUST which leads to LOYALTY with time.

The only way to properly measure this is to evaluate your customer experience and brand reputation. Check out my article titled Smoke and Mirrors.

Article written by Amy Weisenburger. No AI was used in the writing or crafting of this article. All rights reserved AmyWeisenburger.com

Amy Weisenburger & Associates are ready to dive into your business. Click here to start your new profitable chapter.

...