The importance of authenticity has been rising over the years, driven to some extent by social media – #nofilter. When social media first began, people were inclined to post their life highlights and picture-perfect moments. This led to many everyday people chasing unattainable standards of beauty and lifestyle and led many to feel like they do not measure up. Since the conversation has changed and increasingly people want the realness, the truth, the honesty of the ups and downs of life, business, relationships… We want to know the person behind the photo… The importance of authenticity in business has never been greater than it is today…
The shift in people’s mindset has meant that people have increasingly stronger BS detectors when it comes to the authenticity of what they are being told or sold. The entrepreneurial world is becoming increasingly saturated too meaning that gaining that trust factor is vital for you to stay atop the competition and maintain a loyal base of customers or followers.
Hopefully, here you will find all the information you need on exactly WHY authenticity is a key part of business success and the tips and tricks which will help you achieve it.
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What do we mean by authenticity?
Authenticity means staying true to who you are – always and without compromise.
In business, whether product-based or service-based, it means being honest about who you are, what you believe in, what you provide, and what you stand for. This way you can provide real value
It’s about understanding who you are serving and putting the needs of your customers or target audience first.
Reasons why authenticity in business is the key to success?
1. Helps to build and maintain trust
As mentioned previously people are more skeptical than ever especially when it comes to spending money. When you believe in what you are saying or what you are selling you will show up for your business differently. Trust me 😉.
That level of passion and enthusiasm cannot be faked which is why if you are not behind your vision, neither will your customers – because why should they believe in you more than you do!
By staying true to who you are you will not have to force anything when it comes to your business. This, ultimately, will mean you gain the trust of your customers or target audience and maintain it long term.
2. Makes you relatable
When people find that little something in you or your message or your business which they also find in themselves or their values – you’ve hit jackpot.
People are always looking for like-minded people, people who are a little bit like them and share similarities. It is one of our most inherent needs to be accepted and feel a part of something.
When you show up authentically in your business you are opening up the potential to find that group and for those people to find each other.
You could bring people together in a service-based business or help people feel like they are part of something by creating a branded product.
It is also ok to show the imperfections behind your life and your business. Most people can empathise as most understand the ups and downs of life. It may seem counterintuitive, but these things are what help to build a connection with others and the imperfections are what make you relatable.
3. Gives you a competitive advantage
Being authentic is so right now – in social media marketing, I have seen people skyrocket their following and therefore their business because of the unfiltered, unedited, and real posts or videos.
It comes down to the relatability and therefore the likability factor.
When your customers like your idea and stand behind your product – that is AMAZING!
But if they also like you and somewhat care about you, you have just gained a HUGE COMPETITIVE ADVANTAGE.
Like any relationship, if you care and like the other person, you are way more likely to true and invest in them. The same goes for business and relationships with your customers.
4. Ignites human connection
Human connection is so underrated, especially in today’s world. We have so many ways to stay connected and it can be done with such ease, yet people nowadays often feel lonelier than ever before.
When you show up authentically in your business and people can relate to you and can feel the presence of a human being, a person just like them, behind the business – it will spark that connection.
When someone connects to your business on that level – if you ignite or tap into their emotions you will start building a cohort of trusted followers or customers.
5. Is the key to building a brand
You want people to remember your product, right?
This is why people invest so much time and energy in creating a brand. When you have a product that is recognisable by people, marketing also in part takes care of itself.
But product branding is not the only thing people remember.
They will also remember you! Because if you in any way show up as the face of the business then you will become a large part of the branding too.
People will form an opinion about you before they even form an opinion about your product.
If you remain yourself and stay genuine and sincere and make people feel good about themselves – you and the rest of your brand will remain in their minds for a long time!
6. It helps people understand what you offer
When you show up authentically people are more likely to understand your message or your vision or your product and therefore more likely to turn to potential customers.
No one will know your business and what you offer better than you and this is your first advantage. The second advantage is when you feel passionate about what you are doing while not being afraid to express that passion. You show up differently when the passion comes through and it helps to effectively deliver the message across to your audience or customers. These two things will help your customer fully embrace what your business is about.
7. It helps to find the true customer
You don’t just want to find the odd customer who may visit your website or purchase your product as a one-off. No!
You want to cultivate a genuine following of people who stand behind your business. However, you can only do that when you show up as your genuine self and represent your brand and business authentically.
I think this is even more important for service-based businesses because your persona will have a huge influence on how the business runs.
Authenticity in business helps you in filtering out the people who do not fully support your business. They will happen and this is normal.
Your business does not necessarily have to appeal to everyone. In fact, trying to appeal to everyone could hinder your success too. But having customers or audiences who are only half interested could cost you progress too because they tend to be less forging, they are more likely to leave negative comments or feedback because they were never behind your idea in the first place.
In addition, you do not want to waste your time investing in them – you want to spend time with the people who genuinely care.
8. It helps build loyalty
You want your customer or target audience to buy from you or follow you for the long term. When they connect with you and trust you loyalty is guaranteed but they have to feel like they know you. The real you.
For that, you have o give them a glimpse of yourself. Whether it is through social media, through interviews, by sharing the more vulnerable side of your life, or just something which is real…
Your business is not only about what you sell or provide – it’s also about HOW you sell it and provide it. Showing up authentically in your business helps with the HOW.
When you have loyal customers they will stay with you – even if the road is a bit rocky at times.
9. Turns customers into advocates
Loyal customers are also more likely to recommend your product and service to others which helps in the growth of your business.
When someone gets super excited about a product or service and generally like you and your vision they will want to share the news with the next person they encounter.
Being truthful in who you are and what you represent can leave an impactful impression and people are more likely to share with those around them. Which are likely similar people who could also fit your ideal customer.
10. People are more in tune with authenticity than ever
People value authenticity more than ever so if not for anything else – tap into your true self to help your business succeed.
How to show authenticity in business?
Quick-fire tips on how to show authenticity in business…
Be honest
Honesty is always the best policy. Be honest about who you are and what you represent, and the right people will find you.
Use storytelling
Storytelling, whether your own or someone else’s experience can be a great way to get people to relate to you.
Stay consistent
Consistency is so important in business – your customers, your audience or your followers will be expecting you to show up reliably. By staying consistent and matching their expectations you are building trust.
Be transparent
Transparency is all about the small print. Make sure you leave nothing out and make sure everything is crystal clear. No one like to feel like they have been deceived.
Know your why
Know why you are doing what you are doing – the enthusiasm will be contagious.
Be passionate
Show passion for what you are doing but show up day in and day out through the thick and thin.
Think about what makes you unique
Everyone has a uniqueness that resonates with somebody. Find out what your uniqueness is, in your personality and in your unique business strategy.
Communication is key
Being passionate and enthusiastic are important but the way you communicate is too – never do something just because you’re expected to if it does not feel right for you. Find your own way of communicating your message in a way that feels natural.
You’ll be better off than forcing something which does not align with you.
Accept and own your mistakes
Accept that mistakes will happen and don’t try to hide them – falling occasionally is natural but how you handle the hurdles will mean much more to your customers than the fall itself.
Engage
Talk to your customers! Reply to their messages, send personalised thank you notes, reply to comments or DM’s and be willing to answer all their question. Your likability factor will go up and you will be better remembered.
Be human, be relatable
Show the candid and un-edited side of yourself from time to time. Perfection is so last season.
Nurture your target customers or followers
Reward loyalty and propose special discounts or offers.
Know your limits
Be honest with yourself about the limits of what you can achieve so that you never underdeliver to your customers. Otherwise, things can quickly spiral out of your control, and when they do you’ll find it difficult to put your best most authentic foot forward.
Don’t take shortcuts
Building an engaging community of followers or customers takes time – unfortunately. But if you take the time, the ones who join in will be your true #1 fans. It is worth the wait as it will maximise your conversion long term.
Hire and fire accordingly
The people on your team are an extension of you and like you, they also represent the business. Take the time to hire the right team and ensure they are like-minded and passionate about what you are doing and what they will be doing for the business.
Equally, do not be afraid to let go of people who do not level up to this – mistakes can happen but if someone is not showing up for the business with some enthusiasm it might be time to let them go.
Market accordingly and responsibly
Marketing is how you get the eyes on your business. When you do, ensure that you find the balance between what will work best and what will help you represent your business in the most authentic way.
ON A FINAL NOTE…
Hopefully, here you have found all the information you need on exactly WHY authenticity is a key part of business success and the tips and tricks which will help you achieve it.