Building and maintaining brand authenticity in the digital era

Building and maintaining brand authenticity in the digital era refers to the process of creating a genuine and trustworthy brand image that resonates with customers in the online environment. With the rise of social media and digital platforms, businesses have new opportunities and challenges to establish and sustain an authentic brand presence.

In order to gain a deeper understanding, Adgully gathered a group of top marketing professionals from the industry to share their thoughts and insights at the CMOs’ Charcha - Kolkata Chapter 2023. The theme for the event was ‘Brand power unlocked’.

The spotlight was turned on ‘Building and maintaining brand authenticity in the digital era’. The panel discussion was chaired by Gulrez Alam, Managing Director, Teamology Softech and Media Services, and esteemed panellists included:

Bidyut Nath, Senior General Manager- Brand, Shyam Metallics and Energy

Preetha Simlai Saha, Head- ECM, West Bengal and Tata Steel Group Companies

Pulkit More, Senior Brand Manager, Engage, ITC

Sarbani Bhattacharya, Vice President, Corporate Communications, Corporate affairs and CSR Merlin Group

Commencing the discussion, Gulrez Alam asked the panellists about how we can understand brand identity.

Preetha Simlai Saha responded by stating, “Brand identity is not something that can be developed or understood in a short period of time. It is built over years, and in the case of Tata Steel, it has taken 116 years to establish a strong brand identity. The core values of integrity, sustainability, and innovation play a crucial role in shaping this identity. The brand’s heritage and history also contribute to its identity. The perception of customers, both internal and external, is essential in creating a brand identity. Tata Steel has a customer base of over 77,000 internal stakeholders who proudly associate themselves with the Tata Steel brand. Overall, brand identity is a result of core values, heritage, history, and the perception of customers.”

Replying to a question on why storytelling is important for marketing and how the audience can be targeted via multiple channels, Sandeep Shah said, “When it comes to storytelling, marketers often claim to be storytellers, but storytelling is not exclusive to marketers. The first storytellers in everyone’s lives are usually their mothers or grandmothers. When I mention the line “Yeh baat kuch hazam nahi huyi” from Dabur, it may trigger memories of various stories. Hajmola, for example, has numerous stories associated with it. The key is to connect with your audience and talk about something they love. Another brand, Babool, uses the tagline “Subah babool toh din tumhara” and created an ad featuring people from different age groups – from an old lady with a toothache to a young child. The aim was to showcase the connection between different genres of people in one communication.”

Meanwhile, speaking on building and maintaining brand authenticity through influencer collaboration, Pulkit More noted, “In today’s digital world, brands and influencers make a perfect match. However, focusing solely on follower count is not enough. Marketers should also consider metrics like engagement rates and the influencer’s content style and ability to drive conversations. Giving influencers creative freedom is crucial, as they know their audience best and can integrate brands or products in a way that resonates with their followers. Additionally, leveraging local influencers, even with fewer followers, can help build credibility in specific regions. User-generated content (UGC) is another important pillar, as it fosters authenticity and community.”

More further said, “Encouraging users to share testimonials or content featuring the brand can be showcased on various platforms. A brand example is Engage, which broke the clutter by inviting young writers to share micro tales of love and curating the best entries into a book. This campaign helped build a vibrant community and provided a fresh perspective on fragrances. Importantly, it was a sustainable and evolving brand asset, adapting to digital needs and themes over time.”

When asked why transparent communication is important while building and maintaining brand authenticity, Sarbani Bhattacharya explained, “Transparency is crucial for building brand authenticity, especially in the real estate industry, where buyers are making significant decisions. Clear and transparent communication through brochures, marketing materials, and press releases is essential to provide prospects with a true picture of the projects. Real estate companies often advertise the location of their properties as it determines the price and plays a vital role in building trust. Merlin, a trusted real estate brand, has a strong commitment to delivering on its promises for the past four decades.”

Bidyut Nath pointed out that targeting the right audience is a constant challenge in marketing. He said, “It requires research, innovation, and customisation to effectively communicate and resonate with your target audience. Whether it’s a visual advertisement or any form of visual communication, it is important to consider what elements would appeal to the specific audience you are targeting. This process requires continuous research and staying ahead of trends. The key is customisation, as different segments such as B2B, B2C, and influencers have varying preferences and needs. The communication provided to primary consumers, distributors, and secondary players should be tailored to their specific interests and requirements. In the digital era, customisation is even more crucial, as every post or message needs to connect with the target audience. Failure to do so can result in missed opportunities and wasted efforts. Therefore, it is essential to prioritise innovation, customization, and ongoing research to succeed in effectively reaching and engaging the desired audience.”

These are edited excerpts. For the complete conversation, please watch below:

https://www.youtube.com/watch?v=NmYRLqopvKg