Authenticity

What is it, to be authentic? Do you wonder what people are talking about, as you hear this phrase with ever-increasing regularity?

Well, to be authentic, a business has to - for want of a better phrase - cut the bullsh*t.

85% of all transactions are person to person, not business to business.

By this I mean that as a consumer, the tendency is to purchase from people you like, which isn’t always the cheapest option, but it often feels the most natural. Even with places like supermarkets - when the budget allows a certain freedom of choice - each known retailer has a personality of sorts and consumers make decisions based on those personalities they like the most.

as a rule, we don't like fake people.

It’s the same for businesses, particularly those that are purported to be small brands, run by one or two people who pour their heart and soul into what they do/design/make/sell. To this end, how you demonstrate your authenticity is really important. Inconsistency could give the impression of a brand trying to be something it is not, so how do you ensure that your business is saying what you want it to?

As the influence of the internet - and in particular, social media - has increased, the reach of the consumer has extended beyond the high street and retail, directly into the studios and workshops of designers around the world. As a result, people are better able to tell when a business is being 'real' with their customers. They’re doing research all the time, scrolling through social media or reading google reviews. And they can tell when someone is saying things for the sake of it. This is where it can start to disconnect, and customers can become unsure as to the messaging and targeting of a brand or product.

Places such as instagram enable a consumer and a business to connect on a person-to-person basis; this has both its upsides and its downsides. Whilst it means that a small company can potentially reach the same customers as more established brands and retailers, it also means that they can tell when a message isn't quite right. When you are posting on your social channels, try to think about who you are, and what you and your brand represent.

Think about you, your story, your inspiration.

What things are bringing you comfort right now? Where do you see beauty and hope? These are things that are important to share with your customers, right now this is true more than ever. Don’t think about selling, just think about connecting and caring, supporting your customers, and your business will do the rest.

In these times of turmoil and change, authenticity is becoming more important than ever. There is anecdotal evidence that consumers are looking more to independent designers than big brand names; a hint at the change on the horizon to more conscious consumption. As a small business owner, you are ideally placed to capitalise on this shifting attitude, but it must be with honesty - and in your own voice.