Winter 2018 Spring 2017


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Tips for Mastering the Art of Authenticity


Today’s younger generations eat authenticity for breakfast. Ultimately, consumers love a company such as Patagonia because it walks the walk. Patagonia’s marketing strikes a chord because it’s downright believable. The brand is practically a paragon of corporate responsibility, so when it touts sustainability, consumers buy into the message—literally. This level of audience trust has enabled Patagonia


to expand its eco-friendly messaging to new markets, such as Patagonia Provisions, which sells sustainable foodstuffs that “rethink the food chain.” So, while the brand may employ an “anti-growth” ad strategy, it’s certainly not slowing down revenue. Below are a few tips you can borrow to bring authenticity to your brand.


When it comes to big branding, think small. Generation Z’s aversion to overt branding is already well-documented. These digital natives have finely tuned BS meters when it comes to brands—so companies aiming for authenticity must make sure they’re able to back


up advertising claims. (You might also want to think twice before slapping a giant logo on every imaginable surface.)


Transparency goes a long way. If authenticity is the biggest buzzword in the industry, transparency is surely not far behind. The two concepts, though, are intimately related. Whether you post information about sustainable supply chains on your website or detail social-good efforts in a


company blog, small doses of transparency go a long way when it comes to conversions.


Consistency, consistency, consistency. Brand misfires, social media snafus, and tone-deaf tweets are especially cringeworthy when they fly in the face of what a brand is widely reputed to stand for. Future consumers will be even more sensitive to consistency across all


platforms. So, it’s worth investing significant time and effort to ensure your voice comes through clearly in every channel you use, from email to social to AR to VR.


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