Leveraging the pillars of Brand Authenticity can be used to measure if your marketing strategies now reflect the narratives of consumers.
What is Brand Authenticity?
Brand Authenticity helps brands clearly communicate with consumers who they are, what they stand for, and how they live up to those values.
Authentic brands are transparent, honest, consistent, and trustworthy. Authenticity creates loyal consumers who relate to a brand as they relate to other humans – feeling affection, a common purpose, a sense of trust, and a two-way commitment.
Authentic brands enjoy deeper connections, competitive advantage, and more revenue. When that happens, the brand becomes a part of who we are.
What’s Inside
Why Brand Authenticity Matters?
Consumers not only expect authenticity, but they also reward it. They are willing to go out of their way to support a brand they view as authentic.
They tell friends and family, post on social media, and advocate about the brand to anyone who will listen.
When consumers have a strong connection with a brand, it gains fierce loyalty measured in trust, perception, awareness, and revenue.
Why is Brand Authenticity Important?
Most Recent Data
8 out of 10 consumers say it is important for a brand to be authentic.
77% of consumers are willing to spend money to support an authentic brand over one that’s not.
85% of millennials and Gen Z say it is important that a brand is authentic, suggesting this trend is likely to reshape the brand-consumer relationship for generations.
57% say it is more important that a brand is authentic after the pandemic.
Outcomes for Authentic Brands
Brand authenticity can have a significant payoff:
- Significant revenue growth
- High customer loyalty
- Strong ROI from communications
- Creating brand ambassadors
- Deep connections and trust
- Distinct company culture
- High employee retention
Brand Authenticity Index™
Explore Our Research in Brand Authenticity
Brand Authenticity Index™
Explore Our Research in Brand Authenticity
Highlights of our Research
HawkPartners’ Brand Authenticity Index™ is our roadmap to brand authenticity. It’s our guide to getting real. To create genuine connections with customers and to build loyalty that many brands only dream of.
Key takeaways from our research with 16,000 consumers who rated 250+ brands in 15 industries
2022 HawkPartners’ Brand Authenticity Index™
Focusing on the pillars that foster authentic brands can help you go deeper into consumers’ lives and create a connection that is unbreakable, which is critical as you navigate an unstable world.
2021 HawkPartners’ Brand Authenticity Index™
We contacted nearly 10,000 customers on why brand authenticity is important, what they look for in a brand, and what they’re willing to do for a brand they believe is authentic.
2020 HawkPartners’ Brand Authenticity Index™
We uncovered that 9 out of 10 consumers say that it is important for a brand to be authentic. Authenticity is not only a buzzword, but a true driver of how consumers are making purchase decisions. We collected data from 6,000 consumers directly to get an initial read on what they think makes brands authentic.
The Importance of Brand Authenticity in Pharma
With pharma companies being so visibly key to ending the global COVID pandemic, there has been a recent and substantial shift in the perceptions of pharma brands. The public now wants to understand pharma companies’ values and the principles for which they stand, and brands should be prepared to take advantage of this opportunity.
Which Brands Have Brand Authenticity?
MOST AUTHENTIC BRANDS
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Which Brands Have Brand Authenticity?
MOST AUTHENTIC BRANDS
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What Makes a Brand Authentic?
According to our research, brands are authentic when consumers perceive they have these qualities.
The following six pillars are necessary for a brand to be considered authentic:
Explicitly moral
Moral brands have a compass that guides their actions and defines who they are. Consumers place the highest value on this pillar because they can count on these brands to do the right thing.
honest
Honest brands tell us the truth, no matter what. Honesty not only helps establish trust with brands but helps consumers set expectations for them.
transparent
Open, transparent, and forthcoming brands make information accessible to consumers at any time.
Align with my values
Brands that are rooted in values used those values to drive their day-to-day actions; they show consumers who they are by showing them what they believe in.
consistent
Consumers always know what to expect from a consistent brand because it delivers what it promises.
An expression of who I am
Consumers allow a brand to become a part of who they are, as the brand achieves badge value and they are willing to not only support the brand but evangelize for that brand.
How to Measure Brand Authenticity?
Brand authenticity is an ongoing process. Measuring and improving your brand’s authenticity is one of the best ways to build a competitive advantage and increase revenue. From focusing on creating a corporate strategy, integrating into operational plans, building buy-in with employees and rollout out to consumers, it is important to regularly measure and evaluate insights.
Our Most Recent Perspectives on Brand Authenticity
Brands responding to social issues need to assess whether their decision will be seen as authentic to who the brand is, what it stands for, and the role it can play in consumers’ lives.
Today’s consumers demand more of the brands they support than ever before. Learn how to create valuable connections & increase your brand authenticity.
As we recover from the trauma caused by the pandemic, many consumers find themselves in a state of shock. The HawkPartners 2021 Brand Authenticity Index™ provides an opportunity for brands to connect in new ways with consumers that are more engaged, connected, and open than before the pandemic began.
What are the authentic stories pharma should be telling? What are the four pillars that serve as a foundation of authenticity for pharma? Our speakers from Pfizer and Merck answered these questions and shared their perspectives on the importance of authenticity.
Our team shares key insights about which brands excelled in our Brand Authenticity Index as well as the factors that drive authenticity.
Explore Related Events to Brand Authenticity
How Authentic Is Your Brand?
HawkPartners helps leading brands answer their most pressing business questions, and one of the most frequent questions we’re helping our clients answer is “How can my brand be create more authentic connections with consumers?”
We can work with marketing teams to conduct a brand authenticity assessment, measure your authenticity, and develop a brand authenticity roadmap across the customer journey to create authentic connections.
Connect with us for an in-depth look at how your brand stacks up – and how we can collaborate on actionable plans to increase your brand authenticity.
