July 3, 2021, 4 minutes readEntrepreneur contributors do not necessarily agree with the opinions expressed.The word has been the preferred approach of smart marketers to building in recent years.People are tired of companies producing polished brand images and well-written press releases. Some corporations are turning a blind eye or lying about the realities of their business, such as toxic workplaces, low wages and unsafe working conditions for factory workers, or even turning a blind ear to them.Customers have become more sophisticated, sassier and vocal about what they want (and sometimes demand) from brands. Smart brands have a compelling reason to lead with authenticity and not rely on it as a last resort.Jeff Bezos is the founder of Amazon. He says that your brand is what others say about you. Here are some tips for creating a brand that people love (rather than rant about).These are the three best ways to show authenticity in today's world, whether you're starting your own company or are an established business.Related: How to Make Authenticity a Key Ingredient in Entrepreneurial Success and Why It's Important to Have ItCustomers will trust you if you build their trustAuthenticity breeds trust. Customers will trust people more when they have a better understanding of how the company is run. No matter if the message comes from a brand founder, or a social marketing team, trust can be built by being open, honest, transparent, and forthcoming with your customers. Your brand identity should reflect your values and your integrity.If you are a manufacturer of goods, then consider creating Instagram stories that allow your customers to see the factory from behind your back. Your customers will be able to see that your factory has been subject to a social accountability audit. These are just a few of the important things consumers care about when choosing brands to support.Related: Seven Ways to Build Consumer Trust NaturallyDeepen your connectionsYou can also use authenticity in marketing by thinking about human-to-human interactions.When your brand launches a campaign or posts on social media, you should focus on building deeper relationships with them. They want to feel that you are attentive to their concerns, listen to their complaints, and value their opinions.Companies used to market to customers like a one-way street in the past. Their executive teams used to hide behind FAQ pages on their websites and rely on 1-800 numbers for support. Nowadays, anyone is just a click away. This has meant that customers have a greater voice, which can be either an asset or liability depending on how they feel about your brand.Social media platforms such as Twitter and Facebook are used by smart brands to engage with their customers. Their teams respond to all comments and questions. They also answer any complaints. Like any relationship, both sides must feel heard and valued. Your online marketing strategy should be viewed as a two-way conversation. This will help you build deeper relationships and loyal customers.Inspire a feeling of humanityFinally, authenticity is a key part of marketing. It helps to evoke a feeling of humanity. Brands that care about humanity, whether they donate funds or support worthy causes, often do better than brands that only focus on profit. ToMS is a great example of this. Its philanthropic business model has helped build strong brand loyalty.Authenticity is a key aspect of any marketing or communication strategy. Your customer base will be more loyal if you communicate with them effectively. This is a key to building a long-lasting business.Related: Your reputation is a valuable and measurable asset
