The Authentic Branding Advantage: How Crafting a Genuine Brand Drives Conversions
In the realms of coaching, design, and entrepreneurship, authentic branding is more than just a trend—it’s the foundation for building trust and driving conversions.
Your brand essentially has two tasks:
- To irresistibly appeal to your target market with ease.
- To embody your vision, mission, values, and personality (in a way that feels true to you).
Let’s unpack these, especially as they’re closely tied to the concept of authenticity—a quality that amplifies brand conversions.
The first task? It’s all about ensuring your target audience feels a genuine connection. This comes down to deeply understanding your target market and creating a brand strategy that resonates perfectly with them. We’ll explore this further in a future blog post.
The second task? Here’s where you’re crafting a brand that genuinely showcases who you are. Considering the importance many consumers place on brand authenticity when making choices (Stackla, 2019), it’s clear that authenticity isn’t just essential—it’s your conversion powerhouse, and that’s our focus for today.
But what exactly does it mean to be an authentic brand? And how can you, a creative entrepreneur, create a brand that actually feels like you? Let’s dive in.
What is an authentic brand?
At its core, authenticity is about being true to yourself. When we’re being authentic, our actions align with our beliefs, values, and goals. Still a little vague, right? To clarify, let’s shine a light on what authenticity is by understanding what it’s NOT.
AUTHENTICITY IS NOT:
- Copying, mimicking, or impersonating other brands or entrepreneurs.
- Pretending to be something you’re not.
- Doing something because you believe you “should.”
- Hiding who you truly are (including when you make mistakes).
- Breaking promises you make to your customers and community.
How can you create an authentic brand?
Now that we know what authenticity is not, we can focus on how to cultivate authenticity in your brand. Here are four important ways to help you do so.
KNOW YOURSELF
Before you even begin working on your brand (and work with a brand designer), you need to know your business inside and out. Not just what you offer, but also:
- Who you serve and why.
- What you believe in (and don’t believe in).
- What you value and why.
- The experience you want to offer and why.
- How your offering changes the world.
- What makes your business different.
Armed with this knowledge, you can craft a brand that resonates—loudly and unmistakably—with your ethos.
TELL YOUR STORIES
There is an abundance of incredible stories behind your business, and together they form the foundation of your brand’s messaging. These stories are the glue that holds your brand together.
Your messaging matters because it’s how you’ll connect with your audience on a meaningful level. It’s also woven through every element of your brand, from your visuals through to communicating your values. So don’t be shy about telling your brand’s stories!
Make sure you tell your stories in your brand’s voice. Finding and harnessing your brand’s unique voice ensures every story you tell is unmistakably yours.
OWN YOUR ORIGINALITY
If you want to stand out and be seen, you have to create a brand that stands out. But that doesn’t always mean you have to be bold, bright, and wild (unless that’s your style – in which case, go for it!)
The best way to create a brand that catches your target markets’ eyes is to ignore what everyone else is doing – even if it works well and looks great for them – and focus on celebrating your uniqueness.
If you’re passionate about certain elements, themes, or motifs, why not integrate them into your branding? Not only will you deeply resonate with your branding, but it will also highlight the unique facets and attributes that distinguish you. This alignment creates a brand that not only feels authentic but is a distinct reflection of you.
BE THE FACE OF YOUR BRAND
I get it: Showing up online can be scary. Sharing your face, your soul, and your business on the wild, wild web? It takes guts!
But showing the human side of your brand strengthens trust, making it easier for you to build a bond and connect with your audience. By investing in a brand photoshoot and showing your (totally gorgeous, by the way) face on social media, you’ll remind your target audience that there’s a real, relatable, and wonderful person behind your business.
Because the truth is that your superpower truly is that there’s no other YOU out there. So building a brand that feels like you? Genius, girl.
If you want more details on what exactly a brand is, read this blog post!
What is a brand, and why is having one valuable for your business?
Want more brand tips and tricks? Come join me on Instagram!
