Authenticity is the key ingredient needed to build a successful brand, according to financial marketers at this year’s FP Live!.
Brands must align corporate culture and top-level management with external marketing messaging to build consumer trust.
Authenticity grows from a founder who has passion, a clear problem to solve, and a genuine belief that they can solve that problem, said managing director of Toward, Mike Jordan.
“Ultimately, success is built on the common foundation of authenticity,” said Nicki Treffers, director of marketing and new business at property group Beresfords. “Brand integrity is the key to our repeat business, and it is what builds brand loyalty.”
Social media posts are quickly able to expose brands that don’t keep true to marketing narratives, reinstating the importance of dependability, said Treffers.
Luke Massie, founder of VibePay, spoke on the value of looking to a brand’s community when quantifying returns from marketing efforts. Following the recent outburst of fraudulent activity regarding open banking, VibePay decided to promote its competitor.
“At VibePay, we take challenges head on. We are investing in content to educate consumers on the risks of open banking. Our recent campaign promotes PayPal for specific instances that we aren’t the best option for.
“By letting our audience know that our competitors are better suited in some cases, but we’re here for everything else, a true level of trust can be demonstrated,” said Massie.
Presenting complete transparency enables a community that genuinely trusts, repeats their purchases, and contributes hugely to overall business growth, the panel concluded.