What is “brand authenticity” and why is it important?

What makes consumers want to buy things? How and why do they make decisions about which businesses and organizations to support?

Simply put: brand authenticity.

Brand Authenticity is defined as “the extent to which consumers perceive a brand to be faithful toward itself, true to its consumers, motivated by caring and responsibility, and able to support consumers in being true to themselves.”

Published by an international team of researchers in the Journal of Consumer Psychology, the Perceived Brand Authenticity Scale ranks businesses by credibility, continuity, integrity, and symbolism.

Let’s break it down:

• Credibility: To consumers, credibility means an honest brand that they can trust. They don’t want to hear that a brand is authentic- they want to see it. Consumers stick with credible brands because they know they will not be betrayed: today or a year down the line.

• Continuity: Consumers want to know that a brand is true to itself and that its claims and products stand the test of time. Long after trends pass, a good brand stands timelessly by its image and values.

• Integrity: Consumer perceptions can make or break a brand. People want to support organizations that give back, that make them feel cared for, and that have tangible principles they can relate to. A powerful mission statement reflects a company’s morals, and is a great way to show your prospective clients exactly what you stand for - right off the bat.

• Symbolism: Choosing a brand is making a commitment, and people want to make commitments that perpetuate their own beliefs. It’s important to ask yourself if your brand adds meaning and creates value in your customer’s lives – and fast! If you’re not asking this question, your customers will…and it could keep them from coming back.

Brand authenticity is important: not only for acquiring new clients, but also keeping them for the long haul! People want to support brands that they can get behind, brands that they can tell others about, and brands that they can champion proudly.