True authenticity is hard to find in today’s society. Reality tv, fake news (what would we do without Snopes.com?), and Photoshopped advertisements are everywhere. This lack of authenticity often causes people to be skeptical of almost everything they hear and read. Consumers are especially cautious when determining if a brand is genuine in its messaging.
In this week’s #AdobeChat we discussed authenticity and it’s effect on consumer-brand relationships. Here are a few highlights from the discussion.
Can you be authentic with millions of customers? How can that be achieved?
A2: Being authentic is the same whether you have a hundred, a thousand or a million customers. ML and AI make it tempting to try and personalize your authenticity, but it’s best to stick to your core values and build on those.
— Costa Lasiy (@CostaLasiy) February 28, 2018
Everyone agreed that not only is it possible to be authentic with customers, it’s essential. Consumers trust brands that they view as authentic and transparent, and this trust often turns into brand loyalty.
Why should brands tell stories? What should the purpose be behind the story?
A3 Good stories evoke an emotional response and connection between the story teller and listener. No different than kids telling ghost stories around a camp fire, our stories bring consumers and brands together #AdobeChat
— Daniel R. Klco (@KlcoDanR) February 28, 2018
A3: Stories are one of the best ways to connect with your audience: at the heart of every story are shared experiences and emotions that your audience can relate to. #AdobeChat pic.twitter.com/GLhBHQxFuf
— Eva Taylor (@evaliveshere) February 28, 2018
How can brands create an “engaged consumer”?
A6: Sometimes it’s as simple as giving them a venue/platform where they get the ability to engage and contribute, like a meaningful hashtag or social feed. #AdobeChat
— Costa Lasiy (@CostaLasiy) February 28, 2018
A6 Creating a personal connection with consumers instead of being just being a commodity. Authentic story telling and the tools to allow the brand to understand their audiences and communicate personally are vital to this #AdobeChat
— Daniel R. Klco (@KlcoDanR) February 28, 2018
How do you see brand authenticity and consumer-to-brand relationships changing in the future? What will influence that change?
A8: Consumer-to-brand relationships are likely to continue to develop more quickly in digital spaces than through in-person interactions: in which case, personalization and transparency will be key for conveying authenticity. #AdobeChat pic.twitter.com/7EqTUWzowB
— Eva Taylor (@evaliveshere) February 28, 2018
A8: Brands are living, breathing things. Look for more people to continue purchasing from brands aligned with the sort of people they want to be around. #AdobeChat
— Jack Appleby (@JuiceboxCA) February 28, 2018
The methods that brands use to communicate and build relationships with their consumers will change. Technology advancements will redefine consumer expectations and what they interpret as authentic storytelling. But the critical takeaway is that, despite the speed or platform, brands must continuously share authentic stories. Consumers are drawn to brands that change and grow because it makes them relatable.
Check out the full conversation on the Adobe Experience Cloud twitter page. You can follow and participate in the weekly #AdobeChat every Wednesday at (4 p.m. ET/ 1 p.m. PT). Do you have thoughts on what an authentic brand looks like? Share them with us!
