These figures show how important your current customers are and why you should look after them. But how do we attract and keep these loyal customers in the first place? As well as the product or service you offer, branding is what allows you to attract your ideal customers. One of the most important parts of branding in this sense is your brand authenticity.
What does it mean to be authentic? Well in the Cambridge Dictionary it is defined as the quality of being real or true. For your brand to be considered authentic, it needs to be perceived as reliable, respectful and real. Building brand authenticity must come from within and needs to permeate every aspect of a company.
If your brand can get this right, your customers can be inspired by you, feel connected to your brand and become invested in your success.