In today's digital world, especially as the use of Artificial Intelligence (AI) rises, consumers and businesses alike desire authenticity more than ever before.

While having a quality product or offering a quality service is essential, consumers want more from their brands. They want to know their money is going to a sincere, credible, and trustworthy company. 

So, how do businesses and business owners alike build business authenticity?

In today's blog, we'll define authenticity, explain how it relates to your business, and provide some ideas on how business owners can incorporate it into their business plan and strategy.

What is Authenticity? 

According to Merriam-Webster, authenticity, or authentic, is defined as:

1. A worthy acceptance or belief as conforming to or based on fact
2. Not false or imitation: real, actual
3. True to one's own personality, spirit, or character

Authenticity, specifically business or brand authenticity, also goes beyond this definition. It includes who you really are, your why, and all of your unique parts so that you can create and run a business that reflects that.

In doing so, your customers will believe you are being trustworthy in what you are trying to convey, even when you adapt to changes in the market. 

Consider how you and your business connect emotionally with consumers and ensure you differentiate yourself from your competitors through visibility, vulnerability, and transparency.

How Can Businesses Be Authentic?

People's relationships with one another are built and based on trust. So why should a person's relationship with a business be any different? 

Implement these strategies to ensure you are building and strengthening your business's authenticity.

• Be consistent.
  
  This is the practice of consistently conveying messages (blog posts, email newsletters, social media posts) that align with your identity and values.
  
  Inconsistent messages can lead to mistrust. Be sure to develop brand guidelines that align with your business's mission and vision and be consistent in your tone, personality, and branding across all channels.
  
  
• Walk the walk. Talk the talk.
  
  It sounds simple, but many businesses, especially new and small businesses, can struggle with ensuring what they do and say align. Consumers, however, can easily spot a lack of authenticity and follow-through in a marketing campaign.
  
  Be honest in all your interactions and follow through on your commitments.
  
  This also includes owning up and making amends when mistakes inevitably happen. No business is perfect and making things right with your consumers as soon as mistakes occur will maintain your current relationships and show future consumers that you are a brand they can trust.

• Nurture business relationships.
  
  Actively engaging and nurturing a dialogue, conversation, and relationship with your clients or consumers will keep them informed, engaged, and enthusiastic about you and your company.
  
  Consumers are more and more likely to engage with a business that they feel they know on a personal level. Allow them to get to know you through personal interactions, accessible bios on your website, and glimpses into your personal life on social media posts or newsletters. 

Ensuring business authenticity is not a one and done practice. It is a process of discovering and re-confirming what you want your brand to mean to consumers and implementing a strategy and plan to achieve it - then rinse and repeat. 

At R&R Legal, we make it our mission to be there for you through all of whatever life throws at you and your business. We are with you every step of the way from setting up your business to keeping it up and running. All with the goal to leave a life and legacy you are proud of.

Reach out to us to schedule a consultation to see how we can help you!