How to Articulate Authenticity Through Brand Messaging
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As each day passes, we find ourselves flooded with new marketing messages from brands relaying their response towards various issues. We Stand with You, We’re All in This Together. We’re Here for You. As these phrases echo throughout the overflowing templates surfacing in our inbox each morning; they’re accompanied by this strange sensation that begs us to question whether or not we’ve heard this oddly familiar note before.
Despite the honorable display of solidarity, it’s become apparent that audiences can no longer be placated with echoed musings that read more generic than genuine. Instead, today’s consumer demands that brands not only recognize injustice but implement actionable efforts to counter it.
For this very reason, it’s now more important than ever to cultivate messaging that audiences can trust, words of authenticity that speak true to the values of the brand culture rather than the mirrored missives delivered time and time before.
Inform, Don’t Inundate
While it’s necessary to acknowledge the issue you’re addressing, you can do so without belaboring obvious information that the audience already knows. Not only does it diminish the value of your message, but it also risks coming off as patronizing.
If you’re looking to inform your reader, ensure that the information is up to date, accurate, and of substance. Remember, you have just seconds to capture your reader’s attention so there’s no need to include filler just to take up space.
Engage Your Customer
Offer your audience a platform that they can trust to voice their own message. Build the buyer into the brand as you invite them to not only join the conversation but drive it. Encouraging user-generated content can not only help fuel a larger conversation but can amplify your message to a new audience you wouldn’t ordinarily reach.
Create Consistency Across Campaigns
Today’s consumer is prepared to hold brands accountable for their actions, and companies can expect to be called out for any past or present initiatives that don’t align with corporate sentiments.
With social vigilantes further illuminating such controversies across various digital platforms, brands need to be particularly aware of anything that could be cause for concern and address any past initiatives that may be flagged by the public. While a past event, post, or campaign may not reflect the brand’s current culture, even the slightest misinterpretation can result in the rapid demise of their reputation.
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The Call to Action Should be to Call Out Action
Respecting your audience is one of the best ways to build their trust and loyalty as a customer. When first approaching a sensitive issue, messaging should be void of a financially motivated CTA that directly benefits your brand.
No matter how subtle the messaging, your audience will eventually see through any false intentions and ultimately compromise your relationship with your customers. Instead, stand out by standing up for a cause, leveraging your platform as a catalyst for change.
Double, Triple, Quadruple Check Messaging
While it’s impossible to please everyone; brands must perform their necessary due diligence before publishing any consumer messaging. Forfeiting this responsibility is what draws the very fine line between missing an oversite and ignoring the obvious.
From Pepsi’s Kendall Jenner Ad to Dove’s tone-deaf campaign that read more whitewashing than body washing, these alarming blunders had audiences questioning whether or not creative underwent any internal review at all. So, to reduce the risk of discrediting your brand in a matter of seconds, it’s necessary to recruit colleagues from various teams and backgrounds to review creative for any insensitive content.
Do the Right Thing
In response to echoed corporate sentiments, otherwise referred to as virtue signaling, audiences are calling for brands to prioritize action over the announcement. With a heightened awareness of such matters, it’s become increasingly apparent that audiences can no longer be placated with echoed sentiments that read more generic than genuine.
Today’s consumer demands that brands not only recognize injustice but implement actionable efforts to counter it.