Does True Brand Authenticity Exist?
Here are three tips for marketers to reach millennials through authenticity
In an effort to capture the attention of millennials, many brands have focused on authenticity as their biggest marketing push. But does true authenticity exist at a brand level?
Millennials are focused on having a genuine connection with the brands and products they choose to devote their attention to. Social media has augmented the millennials’ desire to feel that they can truly connect with brands, and marketers everywhere have taken notice. Rather than pushing a product based on its merits, many marketers are instead developing a brand story and personality, one that will effectively sell their product for them. Building a brand aesthetic that doesn’t some off as affected or out of touch is difficult, to say the least.
AdAge has developed the three tips below for brands that are trying to connect with millennials in an authentic way that feels natural, and not like the biggest marketing push of the decade.
Ditch authenticity as a brand attribute. Coming off as all talk is not appealing. Dont focus on advertising your authenticity; focus on being authentic. Choose lesser-used buzz words to describe your brand.
Embrace content marketing as a core communications strategy. Having real people advocate you brand, and appear in your content, is huge. Content created by individuals that actually believe in your brand’s mission is key to success.
Expand your brand’s comfort zone. Let every asset you have work for you. Product, everyday people, and professional creators can all contribute to the success of your brand.
Rather than endlessly promoting our “authenticity”, brands just need to be authentic. Paying attention to the desires and dreams of consumers, and letting product speak for itself, is the best way to connect with millennials.