Features and tRends

(April 2009)

Authenticity = Brand Success

By Steven Kleber, President and Founder of K&A

Today’s marketplace is flooded with news of companies trying to stay afloat and sustain market share. And billion-dollar companies like General Motors, Chrysler, CitiBank, Fannie Mae, Freddie Mac and AIG being rescued by government bailout plans requiring precious taxpayer dollars.

Customers have become now more hesitant than ever to put their faith in brands. It begs the question: how can customers trust brands, when the relationship has become so one-sided? The answer is: they can ’t . . . and they won’t. That is, until a brand can demonstrate an authenticity that will stand the test of time. These “authentic” brands will emerge as the envy of corporate leaders worldwide.

“Authentics” are viewed by customers as brands that don’t just talk the talk, but rather, walk the walk. If a brand claims to being environmentally friendly or a supporter of a healthy lifestyle, they don’t just talk about being “green”. They actually live it, breathe it and truly believe in everything from reducing their carbon footprint in manufacturing to reducing their packaging bulk. Think Apple and its commitment to innovation. Or Whole Foods and its dedication to organic food alternatives, offering shoppers advice on how to live healthier. Both of these companies have corporate mission statements that reflect their commitment to the brand’s mantra. And they take every opportunity to support the focus of their authenticity in all aspects of their business… from the way they support their employees to how they communicate to their customers.

At K&A, our authentic branding stems from our desire to be “right at home” where our clients (and their customers) live, work and play. And we must consistently deliver it in a full 360 degrees. We strive to provide a work environment that is “right at home” for our associates. And a “right at home” attitude for our clients that promises more partner than vendor. What’s more, ensuring that the brands we represent feel “right at home” when they are actually installed. Our brand promise is to be the best integrated marketing agency that specializes in the home and commercial building products channel. Period. Why? Because we live and love the business we’re in.

For business leaders everywhere, authentic branding gives your company, products and services a face and a voice in a crowded marketplace. It’s more than a great tagline. Authentic brands must have integrity and clear intentions, where both current and potential stakeholders build trust and respect. These brands attract repeat customers and the best talent to their employee ranks.

Some other examples of authentic brands in the fashion industry? Levi’s, Chanel, Louis Vuitton and Lacoste. Despite efforts to “reinvent” their brands over time to ensure relevancy to changing customer needs and desires… they’ve remained true to what their brand stands for and continue to deliver consistent reasons for why customers buy from them.

As company executives and marketing professionals, take every opportunity to communicate similar consistency and commitment to your customers and to your staff. Provide them with clear and direct messages surrounding your brand promise and how you stand behind that mission. Be direct and transparent to boost trust, loyalty and brand advocacy. Take social responsibility seriously. Your customers most certainly do. Most importantly, be passionate about your brand and what you stand for. Your customers will develop that passion too.

What are your company’s core beliefs and values? What do you stand for?

Contact me at skleber@kleberandassociates.com to discuss your brand authenticity.

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