Branding
Why Authenticity is The Most Important Thing For Your Brand
It’s not about the likes anymore
It starts with a name.
Not just any name, but a famous one. Put the right name behind the right brand, selling the right product, and bingo, you’re in business.
In today’s social media and influencer era, every influencer has their product line. In addition to this, Hollywood celebrities have long come up with their brands such as George Clooney with his Casamigos tequila, Rihanna with Fenty Beauty, and most recently, Sofia Vergara with her Dios Mio Coffee and Brooke Shields with her Commence hair products.
What’s in a Name?
Hollywood stars and big names are hitting the market with products that they create, champion, and believe will make an impact in the world. But what is the secret to a brand’s success? Is it the celebrity name? Is it the product quality? Or is it a special product that one brand has that another one doesn’t?
The best example of a famous name behind a brand would be Christian Dior. For decades, Christian Dior bags and clothing were synonymous with elegance, class, and wealth. Christian Dior is considered to be one of the Kings of Couture. However, recently, it came to light that some of Dior’s handbags were manufactured by “…Chinese-owned firms that mistreated workers.” Further investigation revealed that a Dior bag costs USD 57 to make and is sold for USD 2800 in their stores.
Trust is a Brand’s Achilles Heel
The heavy price tag these luxury brands place on their items signals to consumers that their products are handmade ethically by small artisans in Europe, ensuring the highest quality and that having a luxury brand item is a privilege. The expose on Dior also brings to light that Giorgio Armani is also facing the same labor issues. This trend brings to light that luxury brands are not luxurious after all.
Now that this information has come to light, consumers such as myself are wondering why we should spend thousands of dollars on a luxury bag created unethically by people who may or may not be skilled artisans. Wasn’t that the whole point of the brand and the price tag? Consumers were led to believe that these luxury items are worth so much because they are one of a kind, and we are not buying a bag or a shirt but a piece of art.
Authenticity is more than speaking; authenticity is also about doing. Every decision we make says something about who we are.
— Simon Sinek
We buy into celebrity and luxury brands because the brands and the celebrities speak to us. We admire them as a person and share their values. Luxury and celebrity brands rely heavily on perception. In today’s social media age, perception is harder to maintain. Anyone and everyone can uncover the truth behind a brand and share that knowledge in a matter of seconds with the world.
A recent phenomenon we are experiencing is that luxury goods and celebrity brands are declining. The celebrity brand is now such a saturated market that consumers are experiencing influencer and celebrity fatigue. Brands that are thriving are the ones that were launched with a specific niche in mind.
Taking Notes From an Authentic Brand
Recently, Serena Williams launched Wyn Beauty. A cosmetic line designed for active people. Serena has been working on this beauty line for six years. What sets her cosmetics brand apart is that it’s created by an athlete for active people. The makeup line is designed to stay and be budge-proof, lightweight, and lets the skin breathe.
As a former athlete, Williams was always searching for products to stick with her when she sweats. Rather than constantly searching for the perfect products currently available on the market, she decided to make her own.
Today, there is no shortage of celebrity makeup lines. However, Williams’ line is unique because there are very few cosmetics designed to be worn during sports. Williams’ brand, Wyn, has been successful because it addresses the common problem many women face worldwide — how to look good while being active. Her products feel authentic to who she is as a person and the active lifestyle she leads.
Another successful cosmetics line that has become an empire is Rihanna’s Fenty Beauty. Rihanna started Fenty Beauty to fill a gap in the market due to the lack of diversity in color shades in makeup. As a global superstar and Grammy winner, Rihanna had access to the best makeup in the beauty industry. However, she saw there was a void for products that were suitable for all skin tones. She launched Fenty in 2017 to fill the need for color diversity in makeup. It has been a success ever since.
Fenty Beauty became a huge success because it tackled specific issues that Rihanna faced. While she could have stopped at Fenty Beauty, she recognized the need to address skin and hair concerns that larger brands were not covering.
She created Fenty Skin and Fenty Hair to address these issues as well. Consumers love Fenty not only because the products perform well, but also because Rihanna is invested in addressing concerns that many people around the world struggle with. Makeup shades that never matched darker skin tones, hair care which was only suitable for certain types of hair, and skin care addressing only certain concerns. Rihanna’s Fenty is the answer to the questions that everyone was asking, and it answers those questions unapologetically.
What began as a concept, a desire really, for every person to feel truly represented, and not only included, but celebrated, has now become bigger than I ever imagined.
-Rihanna
Why Authenticity is a Brand’s Superpower
With the increasing amount of information to which consumers now have access and the rise of content creators in the world, there is no greater asset to a brand than authenticity.
Luxury fashion brands like Christian Dior and Chanel must realize that increasing prices to convey “luxury” does not equate to producing high-quality products.
Consumers today are savvy, thanks to the abundance of information available at our fingertips. We no longer care about purchasing an item merely for the label or to keep up with the trends. Today’s consumers want to spend their money wisely on items that perform a function in addition to being aesthetically pleasing.
Social media gave brands the platform to conduct tailored marketing to their audiences, but it also gave rise to the average person being able to influence their peers. In the days of traditional and offline advertising, consumers were given a one-way communication to brands and products. There would be television commercials and print ads. That’s it. Those were the only ways anyone could find out about a brand through media.
Today, numerous nano influencers are communicating directly with their audiences about the positive, negative, and truthful aspects of a brand or product. This is why brands today must put in extra effort to earn customer loyalty. If a brand takes shortcuts and fails to deliver on its promises, the word will spread worldwide in just a matter of minutes.
In 2023, Instagram became the most deleted app, with 1 billion people globally saying goodbye to the app. Instagram started as a platform where people could honestly share their lives through pictures. Whether it be a nice dinner or a sunset, over the years, Instagram’s feed filled up with curated ads and marketing content from brands and influencers.
People are tired of curated and inauthentic content being served to them daily. One of the main reasons TikTok has become the most popular social media platform is the humorous and persuasive content that the platform shows which in the eyes of the audience is seen as authentic.
Consumers today demand more from brands. They seek authenticity, ethical production, and true quality. For a brand to stand out, it’s no longer about having the best ad or product — it’s about delivering on promises and building trust.
As the market continues to evolve, brands that prioritize these values will be the ones to succeed.
