Autenticidad de marca: la clave del éxito en las redes sociales

Las redes sociales están cambiando la forma en que las marcas se comunican con la gente. Un aspecto clave que ha cobrado importancia en esta era digital es la autenticidad de la marca. 

Being real is important for brands to do well and keep customers hooked. For 90% of the customers, authenticity is a significant aspect that they consider when they pick brands to shop from.

So, if you want consumers to perceive your brand as authentic, you need to show reliability, respect, and genuineness. While this is true for businesses, it’s also a key factor for Instagram influencers seeking their brand’s success on Instagram.

Now, we know that consumers universally seek authenticity. But what does it mean, how can you acquire it, and how can it impact influencer success? Let’s explore more. 

¿Qué es la autenticidad de marca?

Are you wondering what brand authenticity is? Authenticity is about how people see if a brand is true to its values. Consumers judge businesses based on their values and what they do to remain true to these values. If people see a contradiction in a brand’s conduct and the value it says it has, they might lose interest. 

La autenticidad proviene de las buenas intenciones y de la preocupación por los intereses y preferencias de los consumidores. La gente quiere estar segura de que una marca es fiel a lo que dice ser.

When people think a brand is authentic, these are the four things they see in it:

1. Continuidad - esto significa atenerse a lo que hace a la propia marca.
2. Credibilidad: ser honesto con la gente a la que le gusta la marca.
3. Integridad: preocuparse y hacer las cosas con responsabilidad.
4. Simbolismo: ayudar a las personas a ser fieles a lo que son.

¿Por qué es importante la autenticidad de la marca?

Being authentic is what makes a brand. It means being clear, truthful, and steady. Let’s walk you through why brand authenticity is important.

Elevates your presence above the noise: As ad blocks become more common, being authentic in your communication online has become crucial. This authenticity can turn your customers into your brand advocates. It can help spread the word through social media posts, word-of-mouth, or email.

Rentabilidad: Los consumidores modernos se centran en la autenticidad a la hora de tomar decisiones de compra. Es probable que los clientes inviertan en productos o servicios que muestren apertura. Un alto grado de autenticidad resuena entre los consumidores y atrae a una mayor base de clientes. Esto contribuye a aumentar la rentabilidad.

Helps cater to the younger demographic: With over 139 million individuals in the U.S., Millennials and Gen Z form a large consumer force. Studies show these generations favor brands portraying authenticity over perfection. They seek brands aligning with their concerns. Ignoring these preferences risks losing these customers. In turn, it compels brands to adapt to meet their expectations.

Earns trust and loyalty: Brands earn loyalty by keeping promises, interacting with customers, and staying honest in business and communication. This authenticity builds trust and keeps customers coming back.

Forges deeper connections: Just as being authentic works for personal interaction, it does for brands, too. When brands are honest and stick to who they are, it resonates with the customers. This makes your brand’s messages and ideas more powerful, making people feel stronger emotions about them. The research highlighted that customers deeply connected to a brand are 52% higher than those “highly satisfied.”

Demuestra interés: Dar a los consumidores algo auténtico con lo que conectar fomenta la inversión emocional. Esta sensación de cariño hace que les resulte más difícil desvincularse de tu marca.

¿Cómo crear autenticidad de marca?

Growing your brand’s authenticity involves a strategic approach that resonates deeply with your audience. If you’re wondering how to build brand authenticity, here’s how you can achieve this:

Crear una historia de marca convincente 

A good story is more than just a way to sell stuff. It’s about storytelling that connects emotionally. Share stories that depict genuine human experiences, showcasing challenges overcome or inspiring journeys.

Recuerde que los usuarios quieren ver historias en Instagram que muestren autenticidad. Esta autenticidad ayuda a tu audiencia a sentirse conectada con tu marca. Les ayuda a entender mejor los valores y objetivos de tu marca.

Adoptar la transparencia

Creating an authentic brand is all about being clear and honest. People want to know how your business works, who works with you, and your brand’s story. It’s crucial to be open and truthful about how your business operates. Show off the values that drive your brand and introduce the people who make it happen. This will build a strong, reliable connection with your customers.

Mensajes coherentes

It is key in reinforcing your brand’s identity. Align your brand’s message across all touchpoints. This will help you ensure it reflects your core values, vision, and objectives. But you need to be constant in your online and offline presence. From your website and social media content to printed materials, stay consistent. It creates a cohesive brand image, making your identity clear and recognizable.

Fomentar las relaciones con los clientes

Building authentic brand relationships with customers necessitates forming genuine connections with them. Engage actively on social media—respond to comments and messages and seek feedback. This shows a commitment to hearing and valuing their voices, nurturing trust, and reinforcing authenticity.

Practica lo que predicas

La autenticidad consiste en crear credibilidad. Las acciones de su marca deben coincidir con sus palabras. Asegúrese de que las prácticas de su empresa coinciden con las promesas y los valores que comunica. Esto incluye todo, desde las interacciones de atención al cliente hasta las iniciativas de responsabilidad social corporativa. Las acciones que resuenan con la ética de su marca generan confianza y credibilidad.

Acepta los errores y aprende

No brand is perfect. Acknowledge any missteps transparently and rectify them. Embracing imperfections shows humility and honesty. Engage openly with your audience, addressing concerns and feedback promptly. This transparent approach demonstrates accountability and a commitment to improvement. This fosters trust and loyalty.

Muestre su reputación

Positive brand recognition is important. Highlight your brand’s positive aspects through user testimonials, reviews, and case studies. Encourage honest feedback, engage actively across digital platforms, and leverage satisfied customers’ experiences. Showing your reputation proves your brand is reliable, genuine, and trustworthy.

Destaque el carácter distintivo de su marca

If you want to establish authenticity, highlight what sets your brand apart. It could be your brand’s narrative, sustainability commitment, or unparalleled product quality. Any of these unique facets can set you apart. Highlighting these special qualities makes your brand stand out and creates a strong bond with your target audience. This will help your brand connect deeply with the people you want to reach.

Retos para mantener la autenticidad

Conocer todos los trucos para mantener la autenticidad puede no ser suficiente en este panorama en constante cambio. Además, ejecutar esos trucos en tiempo real puede convertirse en todo un reto. Analicemos algunos de estos retos: 

Consistency Over Time: Staying true to your message, values, and actions as your company grows can be tough. It gets even harder to stay true to the essence and authenticity as the company expands.

Adaptarse al cambio: Adaptarse a los gustos cambiantes de los clientes y a las nuevas tecnologías sin dejar de ser fiel a la marca puede ser complicado. Lograr este equilibrio requiere agilidad y previsión.

Avoiding Over-Commercialization: As influencer brands grow, there’s a risk of prioritizing commercial goals over genuine connections with customers. Balancing commercial success with authentic interactions can be tricky.

Maintaining Transparency: Maintaining transparency in everything, from sourcing to business practices, is becoming demanding. That is because of the increased scrutiny from consumers and regulatory bodies.

Employee Alignment: As the brand scales, ensuring that all employees embody the brand’s ethos and values becomes challenging. Achieving this alignment across various departments and levels of the organization is an ongoing hurdle.

Abordar situaciones de crisis: Gestionar la autenticidad durante las crisis o situaciones difíciles requiere un enfoque delicado. Mantener la transparencia y la honestidad es aún más importante para mantener la confianza.

Afrontar los retos de mantener la autenticidad 

Afrontar los retos de mantener la autenticidad exige un planteamiento polifacético. Las marcas pueden integrar las siguientes estrategias en el tejido de la organización para hacer frente a estos retos: 

Consistent Internal Communication: Regularly reinforce the brand’s values and vision across all levels of the organization. Conduct training programs, workshops, and internal communications that emphasize the importance of authenticity.

Adoptar la flexibilidad: Adaptarse a las preferencias de los consumidores y a los cambios en la dinámica del mercado manteniéndose fiel a los valores fundamentales de la marca. La flexibilidad en las estrategias y los enfoques ayuda a navegar por entornos cambiantes sin comprometer la autenticidad.

Prioritize Customer Relationships: Focus on building genuine connections with customers. Listen actively to their feedback, engage in meaningful conversations, and adapt offerings based on their evolving needs.

Transparent Practices: Maintain transparency in all aspects of operations. Be open about business practices, sourcing, and decision-making processes. Communicate openly during crises to maintain trust.

Cultural Integration: Ensure that the brand’s values are deeply ingrained in the company culture. Foster an environment where employees understand, believe in, and embody the brand’s authenticity.

Crecimiento equilibrado: Priorizar el compromiso auténtico sobre la comercialización agresiva. Esfuércese por adoptar un enfoque equilibrado que haga hincapié en las interacciones significativas con los clientes junto con el crecimiento empresarial.

Responsive Crisis Management: Develop a robust crisis management plan that aligns with the brand’s authenticity. Address issues openly, take responsibility, and communicate transparently during challenging times.

Regular Evaluation: Continuously assess and reassess the brand’s strategies, messaging, and actions against its authenticity goals. Solicit feedback from stakeholders and adapt as needed.

Ejemplos de autenticidad de marca

Let’s explore three brand authenticity examples of businesses that have found success by coordinating their marketing, purpose, and products. We’ll also talk about what they do to make us believe they’re an authentic brand.

Chobani

Chobani rules the Greek yogurt market because its CEO is really committed to bringing top-quality strained yogurt to America. When Hamdi Ulukaya, a Turkish immigrant, got to the U.S., he wasn’t satisfied with the quality of the yogurt there. So, in 2005, when he found a yogurt plant up for sale, he bought it.

Ulukaya cree firmemente en el potencial de las empresas para influir positivamente en las comunidades locales. Esta creencia influye significativamente en su forma de dirigir Chobani. 

Chobani’s tagline is, “A cup of yogurt won’t change the world, but how we make it might.” He loves making great yogurt with natural ingredients and also cares a lot about helping local communities. This mix has made people see Chobani as a real brand that makes a good product, honestly.

Ulukaya’s focus on helping communities and ensuring his workers are happy and paid well has made his company really popular. He’s spoken up for raising the minimum wage, and in 2016, he gave 10% of the company to his workers. 

Las acciones genuinas de Chobani y su compromiso con la calidad han solidificado su reputación como marca auténtica. Chobani superó a Yoplait en ventas y obtuvo casi 2.000 millones de dólares en ventas en 2016.

Zappos

Zappos is one of the authentic brands. Its success is due to CEO Tony Hsieh’s establishment of the company’s culture around ten core values. These values form the essence of Zappos, emphasizing the commitment to delivering exceptional service and fostering a vibrant, open-minded workplace.

Zappos forma muy bien a todos sus empleados para que sepan lo que quieren los clientes y puedan ofrecer un buen servicio. Incluso dan una bonificación a los nuevos empleados si quieren renunciar después de la semana de formación. Esto es para mantener a las personas que realmente encajan con los valores de la empresa y se preocupan por dar un servicio increíble.

Hsieh, unafraid of change, implemented Holacracy, a self-governing system, to distribute decision-making across the organization. This bold move aimed to sustain innovation and prevent bureaucracy as Zappos expanded.

Their marketing echoes their unconventional spirit. Through the #ImNotABox campaign, Zappos used its packaging to encourage customers to think creatively. This innovative approach seeks to inspire people to see the world differently and embrace their uniqueness.

Zappos’ focus on customers and having a clear, happy work culture made Amazon buy it in 2009. Even after Amazon bought it, Zappos kept its style and did really well, making over $2 billion in 2015.

Oasis

In 2015, Oasis started ‘O Refreshing Stuff’ to reach out to teens. Then, in 2017, they did more with the ‘Win a Cut of Our Remaining Marketing Budget’ contest. They gave away cash prizes that they playfully advertised as part of their marketing budget.

Simon Harrison, who manages customer marketing at Coca-Cola European Partners, said this promotion matches Oasis’ special style. Moreover, he stated that it connects with young adults through fun content. Oasis understands its audience, sends messages they relate to, and shows its fun side, all while staying true to itself.

Crezca en Instagram Con PathSocial 

Building brand authenticity demands you to have unshakable commitment and persistence. If you have a solid plan with robust strategies, you won’t have trouble overcoming them. 

Some strategies could include defining your brand, embracing transparency, and maintaining consistency. Besides these, you also need to actively engage customers, honor loyalties, and show them why your brand is different. 

Dar prioridad a la autenticidad cultiva la lealtad. En última instancia, esto refuerza los productos o servicios de las empresas para que se conviertan en marcas de éxito.

At Path Social, we know the art of leveraging authentic influencer-brand partnerships. We do this by facilitating organic growth and engagement. So, if you want to authenticate your brand on Instagram, connect with us. 

Empieza a crecer y a ganar seguidores en Instagram ¡hoy con Path Social's estrategias a prueba de tontos!