As the world becomes increasingly complex, people – both consumers and employees – are seeking refuge in uncomplicated, empathetic, and authentic interactions with each other and with brands. Gartner identifies "Seeking Sincerity" – the search for simplicity and authenticity – as one of the key consumer and cultural trends for 2022. Because authenticity builds trust. This applies to us as human beings, but is also highly applicable to brands, making this quality an essential factor on the path to brand success.

How you can make your brand or company experience authentic and relevant:

Clarity: Define and communicate a clear vision of what your brand core is. These values are the inherent foundation of daily decisions. They represent the framework of relationships with your employees and determine their actions.

Consistency: The character of the brand is reliable, whether talking to consumers or to its own team. Does your brand keep the promises it makes to its customers and employees every single day?‍

Credibility: Let your employees and customers feel that they matter to you. They will sense the difference – because it goes beyond mere incentives to buy and is about a relationship – and they will reward you with loyalty.‍

Curiosity: Get to know your customers without just focusing on understanding their buying process. What is important to them? That should be important to you, too. Encourage your employees' curiosity to know your customers. Constantly learn from this to build a relevant brand strategy.‍

Communication: Make sure that your conversations with employees and customers are not one-way streets. To build a truly authentic relationship with them, you must not only inform them, but also listen to them. And you must let them know that you have heard them – whether by acknowledging their concerns about your brand, their new ideas, or their praise, and by making changes tangible.

‍Confirmation: Encourage employees who help tell brand stories to external audiences. They are an excellent touchstone for whether your brand is authentic. If they question a brand's authenticity, your customers will soon have similar doubts once they get to know your brand better. Do your employees experience your brand's promise in practice? If not, start (again) at the very top with Clarity.

It is quite a challenge to be authentic, but it is a commitment that pays off in the long run.