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It’s Time to Get Authentic
Although brands continue the struggle to get it right, the answer is quite simple. Consumers want authenticity. Let’s go a step farther and find what it takes to authentically connect your brand’s story to your audience’s story.
1. Identify customer truth. Going far deeper than listening to the customers’ voices, we must understand, connect and engage with them. Finding the customer truth means knowing the heart and mind of your brand’s audience by drawing lines from what your brand stands for to what your consumers care about. To find the connection, many forms of quantitative and qualitative research are key. Your brand’s message will land more effectively if a holistic view of your audience and their motives were considered and applied throughout any strategy process, which are the consumer insights V&A never misses.
2. Test the message. While a brand’s message can shape consumer opinion and build brand awareness, it can also get into one of the biggest factors of brand choice, consumer emotion. Testing your message can gauge if it is being received the way your brand intended. It is crucial to run your message past your brand’s target audience and whomever else it could reach. This helps prepare for negative backlash, show how the message impacts perceptions, see if its memorable and most importantly, if it’s received as authentic.
It is important to remember not everyone’s perspective is seen when a team has an idea. Taking a step back and switching through different lenses can open eyes to potential blind spots.
3. Get to asking and never stop. Continue with research, whether it is before or after your brand’s message has left the station. Make sure you never stop asking your audience what they thought and how they felt. There are many ways to do this with surveys being the easiest, but qualitative data will provide the most detailed customer truth. Through one-on-one interviews or focus groups, your brand is able to dig deeper through your audiences’ narratives and detailed stories. Wasn’t connecting to their story our goal from the beginning?
Remember, your brand’s success begins with an authentic approach.