Enhance customer experience with brand authenticity

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Enhance customer experience with brand authenticity

78% of consumers don’t think brands are open and honest according to a study by authentic100. This is hardly surprising- consumers are overwhelmed by inauthentic and highly orchestrated communication on a daily basis. This deficit in authenticity presents an excellent opportunity for brands to attract new clients by being authentic.

 

The difficulty is the trait ‘authentic’ can be tough to pin down. Reliable, respectful and real seems to be the key to being authentic as a brand. We’ll look at how we can implement these into our brand's comms and marketing strategy.

 

Reliable:

Delivering on promises

As a brand, we should have certain goals, such as our response time for complaints. If we say we will reply within 24 hours, then it’s important to do so. Consumers are more demanding than ever, and delivering on promises is at the very basics of being a reliable brand.

 

High Quality


Whether we sell coffee or virus software, our product should be consistent and of a high standard.  Beyond the product, our customer service approach should also be delivered to high standards. Read our previous blog ‘6 tactics for boosting client experience’ for some tips on how to use media monitoring to create a high-quality client experience.

 

Respectful:

Protect customer privacy and data


This is becoming so important. Using our social media monitoring platform, we discovered that in one week (11th may-18th may 2017), there had been over 3,639 Twitter mentions of either ‘privacy and data’ or ‘internet security’. Check out this article for suggestions on protecting client information and avoid being at the centre of a potential PR crisis.  

 

Real:

 

Create your own unique strategy


We can use media monitoring to track what our competitors are doing online and how their consumers (and our prospects) are reacting to it. However, we shouldn’t replicate the strategy of competitors. Whilst we can take on board what our competitors are doing well and learn from that, we should aim to be original. Considering what our brand’s unique selling point is can help guide our strategy in the best direction.

 

Genuine

 

Thinking about how our brand’s origin and how it started can increase the chances of us being seen as genuine. Is there a special story or idea that led to the creation of the brand? Stories create trust, engagement and differentiate us from others in our industry. Almost all of us know how Apple began, and this story contributes to their success as an authentic brand. 

 

Take Meltwater for example, whilst we’ve successfully achieved the number one stop in media intelligence, we came from humble beginnings. Rewind back to 2001, two men and a coffee machine had been donated a shack to create what would be Meltwater. Armed with only $15,000 and a big idea, our founder Jorn Lyseggen started putting his idea into action. Meltwater is now a global company with over 24,000 clients and 50 offices spanning 6 continents, but Jorn hasn’t forgotten where he came from. Knowing the difficulties many start-ups face, Jorn set up the Entrepreneurial School of Technology (MEST), a nonprofit organisation devoted to nurturing future generations of entrepreneurs in Africa.

Ethics

Consumers have started to demand to know whether the products they are buying are ethically sourced. Brands have seen huge success from being ethical off the back of this cultural shift.

 

Meltwater’s client Fashion Revolution has seen a huge amount of interest in their ‘#whomademyclothes?’ a campaign which encourages people to demand greater transparency when it comes to how fashion brands operate. 

One reason why being ethical demonstrates brand authenticity is that it shows we care about more than just making money and that we see our customers as humans rather than pound signs.

Keep on top of mentions online that can be brand damaging by using our media monitoring tool.

 

Contact us now for more details!

https://www.meltwater.com/uk/

hello@meltwater.com

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