Authencity and Storytelling are What that Make Brands Resonate

The hardest thing to get right when connecting with consumers is authenticity. Brands often try too hard in telling consumers what they want to be rather than being true about who they are as a brand.

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Reed Tan Digital Marketing Lead Generation Singapore Website Design Social Media Marketing Branding

Featured on Strait Times in 2013, Reed is a battle-tested digital marketing consultant who has years of experiences in lead generation, search engine optimisation and digital advertising. He enjoys culinary and occasionally prepares meals for friends and family.

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May 12, 2021

The United Airlines Incident

Remember the video of a passenger being forcibly removed from his seat on an overbooked United Airlines flight a couple years ago?

Its hard not to. Especially when the motto of United Airlines at that time was “Fly the Friendly Skies”.

The hardest thing to get right when connecting with consumers is authenticity. In fact, brands often try too hard in telling consumers what they want to be rather than being true about who they are as a brand.

It is not wrong for businesses wanting to design a certain brand image via storytelling to elevate their overall branding.

However, when the designed brand image does not reflect the actual experience or the values you are promoting to your customers, it may backfire badly instead.

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Founder of Virgin Group, Richard Branson once said, “Too many companies want their brands to reflect some idealized, perfected image of themselves. As a consequence, their brands acquire no texture, no character, and no public trust.”

It has to be genuine and authethic.

Rather than just a story told to the consumers, the values of the business has to permeate to the rest of the organisation which includes the CEO, the management and its employees.

It’s about the organisation wanting to be honest about the ups and downs of the business and share what they think with the people who matter most.

What do you think? Share with us your thoughts and opinions below.

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