Customers are more hesitant to put their faith in brands. It begs the question: how can customers trust brands when the relationship is one-sided? The answer is: they can’t. As such, authentic brands have emerged as the envy of corporate leaders worldwide.

If your company’s claim is being environmentally friendly, for example, in order to stand out as an authentic brand, you can’t simply talk about being “green.” You need to actually live it, breathe it and truly believe in it.

Think about Apple and its commitment to innovation or Whole Foods for its dedication to organic food alternatives and its offering steps for customers to live healthier. Both of these companies have corporate mission statements that reflect their commitment to the brand’s mantra, and they take every opportunity to support the focus in all aspects of their business from the way they support their employees all the way through to the customer.

As a business leader, you want your company to have a face and a voice in a crowded marketplace. Authentic branding gives you that because it shows integrity and clear intentions. It attracts repeat customers and the best talent to employee ranks.

Walking the Walk for Authenticity:

• As company executives and marketing professionals, take every opportunity to communicate commitment to your customers and to your staff.
• Provide them with clear and direct messages about what your brand stands for and how you stand behind that mission.
• Be direct and transparent to boost trust, loyalty and brand advocacy.
• Take social responsibility seriously. Your customers do.
• Be an integrity leader. Both current and potential customers will respect you for it.
• Be passionate about your brand and what you stand for and your customers will be more passionate about it too.

What are your company’s core beliefs and values? What do you stand for?