Why Being Genuine With Your Audience Is Great For Business - ACTIV Brand Management

It can be tough to get a competitive edge these days.

With information at everyone’s fingertips and customers being way more informed than they once were, brands need a little something extra to get them over the line.

What will make customers choose your brand over your competitors?

How can you turn customers into brand advocates?


It’s important to be honest, human and genuine when communicating with people whether it be in-person, through social media or otherwise, because this is what people look for in a brand they can trust.

When looking into your brand, people ask themselves some industry-relevant version of “okay, but how do I know that it will do what they say it will?”

This is where being transparent pays off.

Here are some A1 examples of how you can be transparent in your business:

  • If you make mistakes, publicly admit and accept responsibility – this shows that you respond to the concerns of your customers and will do what is right.

  • Discuss your intentions and objectives – this will increase trust and encourage open sharing from others.

  • Suggest what would benefit your customers/clients the most, not what’s most profitable for you. In the age of reviews and network-based referrals, positive word of mouth is more profitable.

  • Invite consumers to look behind the curtain by sharing social media behind the scenes content.

  • Humanise your brand by showing the real people from sales to manufacturing.

Tactical Empathy

It’s not enough to know who your target market is and show them your product or service. That would be a great way to flush your marketing budget down the toilet. People want to know that you get it. They want to know that your brand and the people behind it are passionate about the same things they are.

Like I mentioned, people want more from brands than ever before.

What does that mean for you?

Your brand needs to share its values, core message and passions in a way that’s relatable and relevant to your consumers.

To do this well, it helps to build yourself a detailed Avatar, which will help you empathise and reach your audience like never before. Read more about Avatars here and download the Build Your Avatar PDF guide here.

There are also a number of ways to collect valuable data through fun and engaging campaigns that will allow you to gain a deeper understanding of your audience and create even more effective marketing. Message us for more on this, we’d love to discuss what would work for your brand.

Once you know their personal interests you can communicate your brand’s products and services in a way that is meaningful, memorable and engaging.

Guess what that means for you? Network growth and dollar signs.

Trust Building

Trust is the ultimate currency.

Being transparent and practicing tactical empathy is all for the purpose of building trust.

According to a Nielsen study, 92% of global online consumers trust word-of-mouth and recommendations from friends and family above any other form of advertising (up 18% since 2007).

When customers genuinely trust in your brand, your products/services and/or the people who represent your brand, they will naturally do more business with you.

Think about it – when you need to purchase a product or service, there are always one or two brands that come to mind that you know are reliable.

For example, you need some new shirts for work, what brands do you immediately think about? Perhaps you know that they always fit you well, or the sales people always make you feel welcome.

The aim is to be that brand for as many people as possible, who will not only do business with you but also recommend you to their friends and family.

Whether your brand is large or small, the principle of trust building should be a priority.

So how do you build trust in your brand?

Scroll up for the list under Transparency to start.

  • Be consistent with your service

  • Make sure your product/service is reliable

  • Focus on relationships vs. conversions

  • Engage in meaningful conversation online & in-person

  • Be accessible

  • Provide valuable content

  • Be honest about what you/your product can do

  • Problem solve for your customers

  • Tell your brand story through online videos, social posts and consistent sharing

  • Create video content & live stream

  • Encourage user generated content (UGC)

  • Encourage reviews

We create, plan and run successful campaigns that generate meaningful connections with customers via unique and memorable touch points whether it be in-person or online.

If you’re interested in knowing more, send us a message to get the conversation started.