au·then·tic: true to one’s own personality, spirit or character; not false or imitation
Merriam-Webster has announced its word of the year – authentic. According to their announcement, “authentic saw a substantial increase in 2023, driven by stories and conversations about AI, celebrity culture, identity and social media,” all of which have contributed to a growing awareness of the importance of being true to one’s personality, character and spirit.
Being authentic is not just a buzzword; it’s a fundamental aspect of building a successful brand. Brands prioritizing authenticity in their marketing and public relations are more likely to establish a loyal following and achieve greater success. With the rise of AI and misinformation, the line between real and fake have become increasingly blurred, making authenticity even more important.
For example, authentic companies don’t jump on trends that don’t align. Oreo is one company that stays authentically itself, even when joining in on trends. At the 2013 Super Bowl, the infamous blackout resulted in Oreo tweeting “You Can Still Dunk in the Dark,” cleverly capturing the the debacle while sticking to what the Oreo is known for. Not only did they authentically take advantage of the moment, but they were also able to do so rapidly before other brands could steal it.
Being authentic can also require acknowledging your brand’s shortcomings and taking responsibility for your mistakes. In 2018, KFC shut down several restaurants in London because they ran out of chicken. After all, how does a fast-food chain known for their chicken operate if it is out of said chicken?! After upset consumers flooded social media with their thoughts about the situation, the chain took out a full page ad that was hilariously theirs and authentically apologized for the mistake stating, “A chicken restaurant without any chicken. It’s not ideal. Huge apologies to our customers, especially those who traveled out of their way to find we were closed.“
Creating genuine content, and being able to make authentic apologies, takes a special touch. Brands must take the time to carefully craft this messaging to respond to issues appropriately.
Need some help? Our PR pros can ensure that you are presenting an authentic and truthful message to your audience while being strategic in your approach to communication, helping you establish a strong brand voice that resonates with your audience and builds long-term loyalty. Reach out if you want to brainstorm your next campaign.