Consistently holding onto the core values and beliefs is the key to develop an authentic brand.
Authenticity and integrity are two vital characteristics needed to stay true to the moral compass. So apart from delivering clear and consistent messaging, brands need to take actions that match their words to establish credibility and public trust.
If a company believes in charity, they must make sure they donate enough for the cause or do pro bono activities in line with their claim. With the easy availability of information on the internet, brands need to be careful about their actions to avoid brand damage.
A brand that is not built on integrity will likely face scrutiny or even “cancel culture”. If the brand has made a mistake in the past, it should be transparent, honest and upfront. Additionally, brands should ensure their values are reflected across their organisation.
[6 minute read]