How to Be Authentic in Business and Why It's Important

In a growing digital business world, customers are becoming more disjointed from the companies they buy their products from and as a result, customers are looking for more from the businesses they interact with, most of all: authenticity.  Customers don’t just want to purchase a product or service, they want a total, all-encompassing experience.  That said, they don’t just want any experience.  They want a genuine, transparent, honest experience from a business that knows who they are and stays true to what they stand for.  Authenticity is important in business because it shows your clientele that you care about them and are listening to their needs.  Businesses that are authentic seem more empathetic to their clientele and this leads to your business having greater credibility in the broader marketplace.  A business is more trustworthy and likeable to clients and prospective clients when they are perceived as genuine.  When you are authentic with your clientele, you seem more upfront and honest about the products and services you are selling and this can lead to greater profitability and long-term success for your business.  So how to be authentic in business?

The first key is to be “real.”  As a business, you should know who you are and what you stand for and express that to your clientele.  To make a business profitable, you need to be passionate about what you do and how you approach your clients.  Your business should always have a motto and mission statement that it stands behind; one that shows what you believe in and as a result, the experience you want to give your customers.  While it might sound trite, the best way to be seen as authentic is to actually be authentic.

Be consistent with the messages you create, the tone of voice you use, the quality of your products and services, your work ethic and professionalism and in all other areas of business. Not only will it help your business stay on-brand, it will resonate in the minds of your customers and you will be trusted for your reliability.

Back up your claims.  If you make a promise to your customers, stand behind it and prove it to them.   A smart way to do this is by having other successful businesses and business leaders endorse you.  Create testimonials, reviews and case studies.  Display your portfolio or give product demonstrations.  Do whatever it takes to show your clientele, that you stand behind your beliefs and that you have made a commitment to stand behind them.  Show them who you are and what you say you are.

Be transparent.  Don’t hide information from your clientele.  Put out earnings reports and other key messages that show your customers that you are on target to meet their needs.  Be as honest and upfront with your clients as possible about where your business stands in comparison to competitors.  This will help build brand loyalty.

Make a connection with your target audience.  By being authentic and standing behind what you sell, your clients will see this as a good-faith effort that you are being upfront with them and that grows trusts and long-term relationships.  Once you connect with consumers, they are more likely to stay loyal to you and pass along your brand to others through word of mouth.  If you are authentic in how you present yourself, your business will grow and flourish.

Be accountable.  Take responsibility for your actions and always be upfront with your clientele.  If you make a mistake, own it and then fix it.  This will show your customers that you have integrity and that will likely make them stand behind you.  If you have an unhappy client, address it quickly and thoroughly.  Prove to them that you’re on their side.  Be humble and remember, there’s no shame in apologizing to customers for mistakes you’ve made.  In fact, it builds trusts with consumers which benefits your business in the long run.  When customers know you are willing to stand up and take responsibility for your faults and flaws, your authenticity will shine through and will help protect your reputable reputation.  Show your customers that you are trustworthy and you will indeed gain their trust and long-term loyalty.  By holding yourself accountable for mistakes, it gives your business an opportunity to turn a negative situation into a positive one.  In essence, it’s good marketing and that can only help your business grow and thrive.

Share your inspiration and this will give your clients better insight into what your company stands for and believes in.  Show your customers the path you have taken to get where you are today.  Let them share in your vision.  Show them what makes you unique and what makes you genuine.  Share the story of how you got where you are today.  An inspiring story makes you more human to your customers and likely breeds loyalty from them as a result.

Lastly and most importantly, set yourself apart from your competition.  Show your customers why you’re unique and why your vision for how you can service them is unique as well.  If you’re authentic, no one else can compete with that.  If you stand out to your clientele as one of a kind, you’re half way there.

I can’t stress enough how imperative it is to be authentic in business.  Too many businesses keep their stories too close to the vest.  If you put yourself out there and show your customers who you really are, they are more likely to trust you.  It gives them a sense that you care about them and want to build a relationship with them.  Use the advice I’ve given today about authenticity in business and your company will grow and thrive as a result.  I guarantee it!

So how have you as a business owner shown your authenticity to your clientele?  Do you feel doing so has helped your business grow and thrive?  What do you think is the most powerful thing a business can do to be authentic?  Leave a comment and share your voice and opinion with me.  Feedback is always welcome!

Here are some articles you might want to check out on how to be authentic in business:

“5 Ways to Build Authenticity”: http://www.forbes.com/sites/groupthink/2013/06/28/5-ways-to-build-authenticity/

“How to Stand Out?  Try Authenticity”: http://www.businessweek.com/stories/2008-05-28/how-to-stand-out-try-authenticitybusinessweek-business-news-stock-market-and-financial-advice

“Keeping it Authentic in Business”: http://www.bizjournals.com/bizjournals/how-to/growth-strategies/2012/02/keeping-it-authentic-in-business.html?page=all

“Why Authenticity is Key to Growing Your Business”: http://blog.kissmetrics.com/truth-will-out/

Until next time…