October 22


Brand Authenticity

As I work with emerging brands on scaling strategies, I often find growth plans for evolving brands are lost along the way and replaced with heavy execution to “test” what works.

While testing new platforms and messaging is important, evaluating how a brand is evolving on an ongoing basis is as important as a category review. Without it, marketing performance and customer experience will suffer.

Emerging brands usually spend a significant amount of time establishing the positioning and target audience at the start. As initial sales are achieved, new team members are added, it can be difficult to maintain the brand authenticity as the brand grows over time. The impact shows up in the ability to keep the sales momentum growing.

Brand authenticity predetermines how your employees get inspired to believe in your products and in turn, impacts the pace of delivering outstanding experiences with your brand that builds loyalty over time.

The brands that can consistently align their brand promise and company ethos effortlessly create brand champions that result in a lower cost to acquire a customer, increased repeat sales, higher average order values, and improved lifetime value.

It’s key to regularly reflect on how your brand is evolving for marketing leaders. Customers grow and brands grow. Just as you need a financial growth plan, you need a growth plan for your brand, too.

DM me if you would like to chat further about easy ways to design a brand growth plan.

Rose Hamilton

About the author

With over 20 years in Omni-channel retail, Rose is a proven Ecommerce expert specializing in evaluating, launching, growing and scaling Direct to Consumer businesses.

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