Brand Authenticity in the Age of Information: Strategies for Building Trust in the Digital Marketplace
By Mr. Advit Sahdev
In addition to simple visual components like logos and taglines, the traditional role of a brand manager has evolved in today’s dynamic business environment. Starting with the founders, a company’s culture, values, and promises are deeply ingrained with its brand, which is essentially its personality. A careful hiring process ensures alignment with the core values of the brand, laying the groundwork for future development.
A true brand manager is an individual who oversees more than just the aesthetic elements; they are essential in influencing the culture, communication, and behaviour of each team. In addition to customer service, the responsibilities encompass legal issues, marketing strategies, and the complexities of both front-end and back-end operations. A brand owner is an individual who needs to be able to effectively manage and impact these various aspects of the company. This position necessitates an in-depth understanding of the organisation’s values and the capacity to cultivate a cohesive brand identity.
Simply requesting a customer for their personal information is a reflection of a well-known brand like Starbucks that values personalization. A commitment to quality is evident in the BMW’s doors that close effortlessly. Consider institutions like IIMA, which choose a mindful strategy, refrain from social media advertisements, and rely heavily on an established set of solid principles.
In order to create uniformity within an organisation, three essential roles are involved. First and foremost, the Department of Learning and Training outlines the company’s culture, values, mission, and policies for all working individuals. Second, HR carefully designs hiring procedures to guarantee that they are consistent with business principles. Finally, the Brand and Communications team supervises and approves everything written, spoken, and AI-generated communications. They also have tasks such as reporting, audits, and innovation. In the absence of this cohesive structure, these three pillars collectively carry accountability guaranteeing a unified and coherent organisational identity.
There are a few strategies that help create trust and authenticity:
Transparency : As a strategic business approach, transparency is more than just a trend—it is a fundamental component. One example is Chumbak, a lifestyle brand known for its vibrant designs that shares its manufacturing processes and sources of inspiration with the general public. Maintaining consumer trust is essential for increasing customer loyalty and encouraging repeat business, and it is greatly influenced by the aforementioned transparency policy.
Establishing Valuable Relationships: Building real relationships is the key to success in the digital sphere. Zomato distinguishes itself by fostering a feeling of friendship with its users and successfully involving its audience through humour and relatable social media content. This strategy impacts the brand’s market share in the competitive food delivery business by substantially raising engagement rates and developing a community of brand advocates.
Maintaining Uniformity Across Platforms: For a brand to be visible, communication of its message must be consistent. Amul has refined this strategy over decades with its timeless use of simplicity and comedy in topical advertisements. In a market where prices are competitive, this not only strengthens brand recognition but also guarantees that Amul stays at the top of consumers’ minds and influences their buying decisions.
Featuring Real-Life Stories : User-generated content is a rich source of authenticity, and GoPro India adeptly employs its users’ travels to highlight the durability and quality of its cameras. Capturing real people in action not only increases the attraction of the product but also dramatically increases conversion rates because it shows prospective buyers that the brand is genuinely endorsed.
Telling A Story That Resonates: Creating stories that resonate with the audience can have a big impact on the way people perceive a brand. In order to meaningfully connect with their audience’s values and aspirations, Tata Tea addresses societal issues in their Jaago Re campaigns. This approach not only distinguishes Tata Tea in a competitive market but also fosters a loyal customer base that views the brand as a champion of their social concerns.
Applying Brand Values Into Practice: When brands actively operate on their values, they establish deep connections. The Body Shop India aligns its business practices with these principles by supporting causes related to animal rights and the environment. This dedication strikes a genuine chord with a loyal customer base, building brand loyalty and increasing sales.
Accepting Open Feedback Loops: In today’s ever-changing market, the capacity to remain open to feedback and adjust is essential. Flipkart continuously improves user experience and product offerings by refining its platform in response to customer feedback. This flexible strategy not only lowers acquisition costs and raises customer satisfaction, but also reaffirms Flipkart’s leadership in the Indian e-commerce market.
These examples demonstrate that authenticity is more than just being true to yourself; it’s also about a brand communicating its authenticity in a way that resonates with its target market. Indian brands that master this witness notable increases in their digital footprints and improvements in their financial results. This emphasises that in the digital age, authenticity becomes the key to success in the marketplace.
(The author is Mr. Advit Sahdev, Digital Marketing & Performance Marketing Expert, and the views expressed in this article are his own)
