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Guides and advice, Opinion, PR in the press, Sector knowledge

Brand authenticity and natural storytelling

Today’s digital transparency and connectivity means there’s nowhere for brands to hide. When it comes to negative situations brands have trouble preventing them becoming public interest. The chance that a secret or any kind of news staying within a company is becoming smaller and smaller due to constant connectivity with social media. As seen in multiple cases of crisis communication where companies try to hide problematic topics despite after a while appearing in the public domain anyway. Brands must work even harder to create and implement an authentic image to avoid these situations.

After years of self-education and bad experiences users as well as consumers have developed a healthy dose of scepticism; especially when it comes to branded commercial stories and overpromises. Many businesses start their brand building processes and communication with an ‘authentic’ approach. Authenticity helps fuel success in today’s over-traded markets, as consumers search for greater meaning and sincerity from the brands they choose, with a desire to feel safe, certain and unambiguous. After delivering a strong and respectful service or product clients will consider you as a real authentic brand.

If this teaches us anything it’s to keep it real, or as at Skout we like to call it Natural Storytelling. As a B2B PR agency we encourage our clients to use real authentic stories, rather than attempting to pull off a crazy PR stunt. Understanding the kind of communication that really matters and engages to today’s audience is key as well as creating a brand image that’s built on trust and reliability.

Frieda Pries loves blogging in at least two languages.

About this article

Read time:

4 minutes

Category:

Guides and advice, Opinion, PR in the press, Sector knowledge

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