This Needs to Be The Most Important Part of Your Brand 04/15/16 | Oftentimes we get asked the question “What’s the most important part of your brand?” and our answer, without hesitation, is brand authenticity. Responses to this answer vary, although there’s typically a brief pause in which the question asker takes a moment to decide whether they believe that to be true or not. Sounds too simple, right? Allow me to reference a study completed by Cohn and Wolfe a few backs back. Researchers started by asking the same question and found that nearly nine out of ten consumers (87%) believed that a brand “must act with integrity with all times”. This answer was selected most frequently, even above innovation. What exactly does brand authenticity or integrity mean? In essence, brand authenticity means it’s all on the table, upfront and available for the consumer to see. It means the brand practices what they preach and delivers on the promises it makes. And in the event a promise is broken (intentionally or unintentionally), it means open and honest communication, even when that means divulging facts that could potentially damage the brand. Take Chipotle for example. Last December the company reported multiple outbreaks of E. coli in six different states. In response, company founder Steve Ells wrote and published a letter sincerely apologizing for the food safety violations and promising to do better, “much better.” Consider the following excerpt from Ell’s letter: As a chef, nothing is more important to me than serving my guests food that is safe, delicious, and wholesome. From the beginning, all of our food safety programs have met or exceeded industry standards. But recent incidents, an E. coli outbreak that sickened 52 people and a norovirus outbreak that sickened approximately 140 people at a single Chipotle restaurant in Boston, have shown us that we need to do better, much better. The fact that anyone has become ill eating at Chipotle is completely unacceptable to me and I am deeply sorry. As a result, we are committed to becoming known as the leader in food safety, just as we are known for using the very best ingredients in a fast food setting. I want to share with our customers specifics about some of the significant steps we are taking to be sure all of the food we serve is as safe as it can be. Ells could have easily responded defensively, arguing Chipotle was doing the best it could. But he didn’t. He responded honestly and openly disclosed the facts. No one is into surprises when it comes to personal health and safety. People want to know what they’re getting – that’s why consumers trust brands that are transparent, even when things go wrong. If Chipotle had ignored this issue, the relationship between the consumer and their brand would have been dangerously compromised. At the root, brand authenticity is about fostering consumer relationships and building trust through open communication. Other brands worth mentioning that exhibit authenticity include Apple, Google and McDonald’s – this one may surprise you, but it actually scored highest globally in Cohn and Wolfe’s survey. They were, after all, the first fast food restaurants to start posting calorie counts. So take our advice and commit to being up front about who you are and what you value. Take time to build trust with your customers and promise to communicate openly even if things go wrong. Build your brand by starting with this commitment and you may find your following increases as consumers begin trusting your brand.