Dove is a brand that exemplifies this very idea. The company transformed from a traditional soap manufacturer into a revolutionary brand with a widely relatable and modern mission statement. During a period of increasing societal pressures and unrealistic beauty standards, Dove launched the Real Beauty campaign, (now called The Dove Self Esteem Project). Their communications champion women, empowering them to feel confident and reflect on their perception of what constitutes beauty.
How do you demonstrate authentic brand communications?
To demonstrate brand authenticity, it is crucial that your messaging is genuine and directly aligns with your brand principles. To do this, take these simple steps:
Put yourself in your customers’ shoes
Fully understand customer pain points and greater pressures
Map out messaging topics to respond to these pain points
Craft and share honest, relatable communications and stories of how your business can help solve customer problems
Patagonia’s Worn Wear is another excellent example of a company that aligns its marketing efforts with its mission. The brand donates 1% of its sales to environmental groups, promotes anti-consumerism, fair trade and more. Patagonia mirrors this in their messaging too; for example, in 2011, Patagonia ran a full-page Black Friday ad reading, “Don’t Buy This Jacket.” The intent was to inform consumers and make them think about the environmental damage consumerism can result in.
Authentic marketing is about building a customer dialogue that is genuine and real.
Brand authenticity is created by cultivating a communications strategy predicated on trust and like-mindedness, which reinforces brand status, communicates value and provides a differentiating factor to help rise above the competition. A focus on authentic marketing enables companies to create deeper relationships with customers by showing that the brand stands for something greater than what the product or service delivers.