Engaging Your Audience Through Authentic Branding

By Yosef Solomon on Mar 10, 2010

The key to building and keeping your audience happy is through engagement. By involving our audience in varying facets of our business, we are being transparent and allowing them to see the authenticity of our brand. We’ve noticed more and more larger brands tap into their authenticity and reach out to their loyal following.

Starbucks is a great example of how enlisting one’s following can prove successful. “My Starbucks Idea” campaign, launched a few years back when Starbucks was in desperate need of an overhaul. So far, the campaign has been a succesful and many of the changes we’ve seen in Starbucks are due to their revolutionary campaign.

In his latest book “Engage” author and seasoned digital analyst Brian Solis talks about the importance of engaging your audience with your brand’s message:

In order for social media to mutually benefit you and your influencers and ultimately customers, you must engage them in meaningful and advantageous conversations, empowering them as true participants in your marketing, branding, and service efforts…this is true whether it’s B2B, B2C, government, non profit, education, etc.

In summary, he’s essentially asking us to be authentic with our audience and following. Instead of trying to sell them a dream, why not be upfront and honest. In today’s world of split second Google results and leaking of internal documents, our audience is bound to find out the truth. The best thing about being authentic and honest is that it’s easy. There’s no manual to tell you how your company should act or be. If you’re respectful to your audience and treat them with the same respect you carry for your brand, success will soon follow.

As we see companies become more transparent and honest in their message, brand loyalty is sure to spike. When one feels confident in continually buying a specific brand, we notice that their support is genuine and with merit. Brand loyalty is one of the many benefits companies can look towards as their authenticity becomes more transparent.