Authenticity backed by consumer dollars

Suzanne Mercier - Thursday, March 04, 2010

When I worked as an account director and strategy planner in the advertising industry, we would have branding sessions with our clients as a first step to creating their brand and advertising strategy.  Working through features and benefits was fairly straightforward.  In my view, the challenge came when we started talking about the brand personality:  the brand values in action; the way customers will experience the brand and the human characteristics they would attribute to the brand as a result of their experience.  Our clients would ask the question "what do the customers want us to be?  Who do we need to be in order for them to relate to us and want to buy our product or service?"  At that stage of my own development, all I registered was a really uncomfortable feeling - like we were being deceptive - although I wasn't able to articulate it as a complete lack of authenticity.

This is many years ago and my fervent hope has been that brands have recognised the need to be honest and transparent with their customers.  Yet, the media is filled with stories about brands not delivering on their promise.  Also increasing are the number of stories about consumers becoming more demanding of authenticity in their brand experiences.

Personally, I like to know who I'm interacting with.  Then I can make a choice whether I want to continue the relationship and at what level.  Same with branding.  If I've done my homework well, I've picked a product or service that I have the expertise to deliver and which genuinely meets the need or want for enough people.  Some will really like who I am; some won't.  The customer relationships I do have will be genuine and deep; rewarding on both sides.

What do you think?  I'd love to hear
All the very best
Suzanne