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Our lives are increasingly digital. Shopping, entertainment, and conversations all happen online. But the more virtual life comes, the more we crave genuine connections.
We’re looking for more than a product or a service. We want an authentic experience where we are true to who we are and what we do and interact with people who are doing the same.
The human element makes your business relatable, trustworthy, and memorable. When people feel that from you, they want to work with you, work for you, and recommend you. You’ll attract your people—the ones who will stick around and help you grow.
It also lets you see the bigger picture, helping you focus on what makes your business unique and who you serve. You can uncover and clarify your purpose, which, in turn, helps you attract customers who will connect with your brand. That’s a fantastic feeling!
How to be authentic
Having a business that people adore is the dream of any employer. But it takes work to get there.
Communicate your value
Hiding behind a persona is fake and exhausting. And people can tell.
Focus on your organization's identity and make that the driving force behind your messaging. What’s your mission? What are your company’s beliefs? How do your products or services improve people’s lives?
For instance, you may associate Lego with being a child-friendly brand—and they are! But Lego is open about its values centering on creativity, learning, caring, fun, and imagination, no matter your age. If you know Lego, that feels right on target for the company we know.
Be consistent and back up what you say
Trust crumbles when actions don’t match up with words. For instance, VW built its brand on being environmentally conscious, and instead, people found out they built their cars to cheat emissions tests. Being consistent speaks volumes.
Be responsive
Whether the feedback is glowing or tough to hear, responding to it makes people feel heard and understood. Ignoring negative comments might seem tempting, but silence can erode your credibility.
BarkBox’s “Happy Team” provides real-time chat support with empathetic humans who go the extra mile to resolve issues. If a subscription box arrives late or there is an error in your order, they’ll throw in a bonus treat or toy without being asked. That level of care shows customers they matter.
Hire the right people
Your team is the backbone of your business. Hire people who align with your mission, not just the job description. When you bring on team members who complement your strengths, you’ll grow a culture where your business and everyone thrives.
Southwest Airlines exemplifies this. They are known for hiring employees who align with its core values of customer service, teamwork, and a fun, people-first culture. Rather than focusing solely on technical qualifications, the company prioritizes candidates with a positive attitude, strong interpersonal skills, and a commitment to excellent customer experiences.
The key to success
Authenticity is critical to building lasting success. When you stay true to your values, you may not realize it, but you’re building both a business and a community of people who are excited to be a part of your brand. Being the Real McCoy is your ticket to standing out, building trust, and creating a business where people want to belong.
Content published by Q4intelligence
Photo by yurolaitsalbert