How to Build Brand Authenticity with @John_Buglino #vcbuzz

We talk a lot about important of a strong brand.

But do you know that a solid brand cannot exist without authenticity?

You cannot really fake it: You are either authentic or not, and your customers will always feel it.

These days brand authenticity is more important than ever. As Maxwell Hertan of Megaphone Marketing, puts it:

Some brands, dubbed Coronavirus Champions by Forbes, are emerging with leadership and demonstrating a genuine sense of care. How will yours fare?

Ho to nurture brand authenticity? Let’s discuss!

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About @John_Buglino

@John_Buglino is Director of Marketing at Optessa Inc, an intelligent planning and scheduling software for enterprise manufacturers.

Questions we are going to discuss

Q1 How did you become a digital marketer? Please share your career story!

Went to college for marketing & advertising – landed my first role while in school as a scheduler for consumer focus groups in 2005 – then landed my first true role in marketing later in 2006 upon graduating from #SetonHall.

I did not pursue my MBA – I felt it would be best to learn by doing.

I’ve held a few roles in my career, starting as a marketing assistant, then manager, to now a director – each of them leveraging the skills I’ve learnt + allowing me opportunities to grow over that time.

I am currently the Director of Marketing for @OptessaInc – been in the role for a little over one year and have been on a mission to elevate the brand through various channels.

Q2 What is brand authenticity and why do we care?

It’s your audience/consumer perception of you + your company! Individuals do business with, seek out, & stay loyal to brands they feel are genuine & real.

Having an authentic brand can be your edge over your competition.

A2. Brand authenticity helps to establish and maintain trust. It lets people know who you are and what you offer. #vcbuzz
— Dana Lemaster Author (@LemasterAuthor) March 9, 2021

It is like footprints about your work. Brand authenticity is not easy thing. It’s a signal that your customers and whole company doing great overall. #vcbuzz
— Hiren vaghela (@hirendream) March 9, 2021

A2. Brand authenticity is having messaging that is consistent with your brand identity, strategy and voice. We care, because that helps us build credibility and nurture relationships with customers!
— Courtney Rogers (@CourtneyMRogers) March 9, 2021

A2. Brand authenticity implies staying true to your values and what you stand for. We care because people care about it. #vcbuzz
— Teodora Ema Pirciu (@EmaPirciu) March 9, 2021

Q3 Where to start? How to know if your brand lacks authenticity and how to start moving towards fixing it?

Discovery phase – start by looking at the materials utilized to promote & showcase your brand both internally & externally.

Are there consistencies with the message? Tone? Delivery methods? Do a self-assessment before putting in the fixes.

Fix-It Phase: 2 main areas to focus –

1st your customers &
2nd your digital footprint.

Get feedback from your customers – survey, review, phone call. Review what is online – your website, search results, and social media.

A3: You have to know who your brand is and what it stands for in order to be authentic. Then, ask your customers and audience how they feel about your brand's authenticity. Don't assume you know what they think! #vcbuzz https://t.co/xrW3Qhf1aR
— Jaime Shine 💬 Marketer | Writer (@jaimeshine) March 9, 2021

A3 I know it is obvious, but monitoring your brand mentions and analyzing your branded search queries will tell you a lot about your brand's perception #vcbuzz
— Ann Smarty (@seosmarty) March 9, 2021

A3: Ideally the first checkpoint would be customer reviews/feedback. Mostly they are your loyalty audience and if they are not sharing any good feedback then it is alarming for any brand. #vcbuzz
— Hiren vaghela (@hirendream) March 9, 2021

A3. I think it's easy; you either recognize yourself in your brand or you don't. If you've been selling a fake image and want to fix it, you need a rebranding strategy. #vcbuzz
— Teodora Ema Pirciu (@EmaPirciu) March 9, 2021

Your brand image ultimately is defined by how your customers and audience see you. RT @jaimeshine #vcbuzz https://t.co/rEA3mvGuX0
— Jeannie Hill (@essentialskill) March 9, 2021

Q4 Are there any examples of authentic brands we could learn from?

Start with me! I work daily on my personal & professional brand and am always open to connect for a conversation.

There is no shortage of excellent brands – some of these have made headlines for all the right reasons amidst recent events #Amazon, #Walmart, #FedEx #UPS #Verizon, #TMobile, #ATT #Chase, #BankofAmerica, #TDBank #Disney are there when you need them.

https://twitter.com/jessytroy/status/1369342810525143040

Let me think about this…🤔
I like @HubSpot and how the brand communicates its philosophy across all channels.
Car manufacturers are almost all good at this. Authenticity keeps customers loyal.
Until recently, I would have said @Disney, but it's been losing it lately. #vcbuzz
— Teodora Ema Pirciu (@EmaPirciu) March 9, 2021

Q5 What are your favorite digital marketing tools?

Aside from social media – I leverage #AdobeCreativeSuite, #ActiveCampaign, #Rebrandly, #SparkToro, #Paperli, #Canva, #AudioGram, #Wavve, #Streamyard, & #HARO