Why It's Important to Be Authentic in the Digital Age

It’s no secret that we live in a world full of information OVERLOAD, making it harder to distinguish the truth behind what’s real and what's fake. This is why people are no longer looking for just any product or service, they CRAVE AN EXPERIENCE.

Say farewell to the days of receiving an instant sale after only one interaction, studies now show you need to find a way to reach a potential customer a minimum of 7 times before they decide to buy your product or service. In other words, they won’t invest in you…unless you invest in them first.

So how can we, as creative entrepreneurs, add elements to our brand that showcase authenticity and build trust with our target audience? How can we incorporate the importance of authenticity? Let’s take a look at some common ways brands build trust that are guaranteed to boost your brand value…

Consistency

Consistency is about SHOWING UP. Being actively present for your audience and being responsive.

People actually want to know the person behind the brand. Interaction and responsiveness represents that you are a real person and adds an element of personalization, where people know that they can reach you and can actively engage with you on different mediums. 

Defining your core values, mission, and brand goals and staying TRUE to those factors leads to the development of trust and demonstrates the importance of authenticity . People like to know who they are buying from, what the brand stands for, and what to expect. 

Providing Value 

When people type in a google search or a keyword into Pinterest, they ‘re looking for one thing and one thing only- a solution to their problems. They have a question, and are searching for an honest and direct answer. 

Are you creating content that serves your target audience? Are you providing the solutions your potential customers/clients need in order to move forward? As I mentioned before, people are willing to invest in someone who is willing to invest in them. This is where the importance of authenticity comes in.

Jenna Kutcher from THE GOAL DIGGER PODCAST is a prime example of providing valuable content consistently for FREE on her podcast, that people automatically assume her paid courses must be packed with valuable solutions for the everyday entrepreneur…and invest in her products. 

Story-telling 

There is a reason why we respect and admire entrepreneurs who built their business from the ground up, paved the way for groundbreaking change, and have taken different industries by storm. And there is a reason why we dismiss those who inherited a company or business from their DADDY. 

It’s relatable. It makes us feel, that we too, can be great.

When it comes to story-telling, I’m not referring to the typical sales pitch of how fast you went from nothing to something, where the story is focused solely on you and selling your brand. 

People will only listen to a story if it is relatable, in other words, when it is not about you- but about them.

 It needs to be interaction, a 2-way street, a connection between your customers and your brand.

People want to feel like they can connect with your message, beyond the surface- on an emotional level. Stories are POWERFUL- they have the potential to foster community and allow people to feel like they can be apart of something. When done right, the element and importance of authenticity through these stories inspire others to take action and trigger response. 

Being Real 

Being real and transparent forms an honest relationship between yourself and the consumer. For example, if a marketing guru I’ve been following for awhile shows up on a live video, with no makeup on and a messy bun- I’m more inclined to listen to what she has to say, because I too, am watching from my living room with no makeup on and a messy bun.

I can relate to her, she’s showing up as her most authentic self, and her message is real. She is not trying to impress anyone. She’s demonstrating the importance of authenticity.

Always referring back to your mission and staying true to your core values, ignites authenticity that will SHINE naturally through your message. 

Do you think it’s important for brands to be authentic in the Digital Age? What are some of your BIGGEST takeaways from this article? I would love to hear all about them in the comments below!