01. KNOW WHERE YOU STAND
What do consumers think of your brand? Are you perceived as authentic? Which of the five dimensions of brand authenticity (thoughtfulness, transparency, commitment, reliability and
social awareness) are strengths and which are weaknesses?
02. COMMIT TO AUTHENTICITY
Internalize the importance of brand authenticity and make it part of how you evaluate your brand performance, from messaging and communications to taking action.
03. CHART A PATH FORWARD
You may not be where you want or should be, but acknowledging that and addressing the challenge areas are the first steps to becoming a truly authentic brand.
04. THINK BEFORE TAKING ACTION
Do your plans fit within your existing tone of voice? How will those actions register with consumers in terms of the five dimensions of authenticity?
Source: Jill Miller, VP, Consumer & Retail Division, Escalent
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