It can be challenging to stand out in the marketplace today. Having a superior product or service is no longer enough in the modern age of commerce in and of itself. Instead, successful brands rely on a strong sense of authenticity to resonate with audiences and attract customers. In a world where 84% of Millennials say they don't trust traditional advertising avenues, brands need more authentic ways of connecting and reaching their audiences, especially younger generations. Brand authenticity is critical for connecting with target customers and building brand advocates. Here is what you need to know about authenticity in marketing and tips for building authenticity in your branding. Brand Marketing Overview According to branding expert Simon Sinek, a brand is made up of three fundamental parts: • What a business does, • How they do it, and • Why they do it. While most organizations can quickly answer what they do, such as the product or service the...
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