5 ways brands can avoid having their ‘authentic’ marketing backfire

Marketing and authenticity seem like strange bedfellows. The whole purpose behind marketing is to capture people’s attention and then persuade them to buy a product or service by making them feel something.

Causing just such a reaction sounds pretty manipulative, and it certainly can be. Many brands have used some fairly wily ways to get people to buy their wares. But that doesn’t mean marketing can’t be authentic.

Being authentic means more than honesty. It’s about staying true to what you are as a brand. It’s about staying true to the products or services you sell. It’s about staying true to your customer base.

Campaigns that missed the mark

Starbucks ran into problems with its “Race Together” campaign. Employees were asked to write the phrase on customer cups in the hopes of encouraging a discussion about race. While the company’s intentions were good and sincere, the move came across as a ploy to insert the company into a discussion that really had nothing to do with coffee.

McDonald’s faced similar issues with its “Signs” ad. The commercial highlighted messages on restaurant signs over the years: “We Remember 9/11,” pertaining to the 2001 terrorist attacks; “Boston Strong,” after the Boston Marathon bombings; and “All of Us Weep for the Columbia Families,” displayed after the 2003 Space Shuttle Columbia explosion. Critics felt the restaurant was trying to capitalize on tragedy to sell burgers as opposed to extending genuine sympathy.

So how do you avoid coming across as inauthentic in your marketing?

Stay true to your values

Developing a marketing campaign around what’s trending can be tempting. It’s probably one of the easiest ways to increase brand awareness and drive sales. Yet this tactic often provides only short-lived gains. To build brand loyalty — not just awareness — your marketing efforts should tie into your core values.

Outdoor apparel brand Patagonia is practically the gold standard for authentic brands. Founder Yvon Chouinard started the company so he and his friends could get high-quality hiking equipment, and despite its global success, the company hasn’t abandoned its commitment to sustainable and ethical business practices.

Infuse your personality

You won’t persuade people that they’re buying a product or service from anything other than a brand. But that doesn’t mean your brand should be without personality. It’s that personality — and voice, for that matter — that makes a brand relatable, and it often plays a large part in people deciding whether a product or service is right for them.

Apple’s “I’m a Mac” campaign is probably the epitome of infusing personality into not only a campaign, but also a brand and a product. In the series of commercials, two actors stand side by side — one’s a PC, while the other’s a Mac. They discuss their respective features and benefits in fairly amusing ways. It’s authentic and approachable.

Speak to the right audience

Trying to speak to the masses will do little more than water down your message. You need to identify your ideal customers so they may identify with your brand. Learn their language, appreciate what’s important to them, and communicate as if you were one of them.

Toyota’s “Game of Life” campaign for the Prius spoke specifically to “green” consumers, going so far as to hire Bill Nye the Science Guy to describe the technology behind the hybrid car for one of its two-minute commercials. The company knew Nye was fairly popular with the car’s more liberal demographic and would resonate well with potential buyers.

Deliver on your promises

Many brands talk a good game but fail to deliver on their promises. And with consumers being savvier than ever, you won’t fool anyone for long — with the exception of maybe yourself. Authenticity requires transparency, so keep your reputation intact by avoiding claims you can’t support and following through on your brand promises.

Give back

Becoming a more charitable organization is another way to make your brand more relatable and demonstrate your authenticity. In fact, 89 percent of consumers would switch brands to one that supports a cause if the price and quality were comparable, and 88 percent want to hear about what these companies are doing in the community at large.

Patagonia has dedicated itself to sustainability through its Worn Wear program — which encourages customers to repair their worn gear rather than buy something completely new. The messaging behind the campaign is simple: “Every patch is a memory, every tear has a tale. These are the stories we wear.” This kind of humanistic messaging makes people feel good about doing business with Patagonia.

Look at your values, mission, and culture to inform your decision on which causes to support. Open it up to an employee vote. Ask your current customers. Just get to work on determining where to spend your charitable dollars.

And don’t just give to give. Your efforts will seem inauthentic. Choose the charities and nonprofits that make the most sense to your brand and industry.

Authenticity will continue to be one of the most important attributes that people look for in brands for years to come, especially with Millennials becoming full-fledged consumers. As long as you stay true to your values, learn the language of your customer base, and deliver on your promises, you should be seen as an authentic brand.

Feature image: Justus Blümer via Flickr