Authenticity has long mattered to consumers as a prized brand trait – 85% of social media users are willing to pay more for authentic brands and 93% say that authentic engagement builds trust. A recent study examines which qualities matter most:
1. It’s imperative to be honest and truthful:
- Almost two-thirds of respondents indicate that it’s most important for brands to communicate clearly without exaggeration, and is of top-2 importance from a list of 5.
2. Keeping promises is essential to gain customers’ trust:
- Nearly one-half signify that it’s imperative for a product/service to keep its promise and do what it says it will do.
3. It’s important that the brand feels genuine and relatable:
- More than one-third indicate it’s significant for a company to be down-to-earth, not overly polished.
4. Consistency and strong values are key:
- One-third say it’s essential for a brand to behave consistently over time and more than one-quarter mention strong values.
Certain qualities play a pivotal role when consumers think about an authentic brand – how a company messages its name can have a strong impact on how it’s perceived.
Source: Emplifi Study, reported by Marketing Charts