Brand Authenticity Starts From Within

It is essential nowadays to ensure that brand messaging is authentic and inclusive.

The things that may have been important to your customer two or three years ago may have shifted. Taking another look at what your customer values and why they do could strengthen the connection to your consumer base. Many consumers are driven by quality products, corporate social responsibility, a company’s values, and ensuring that words match actions.

Building Trust & Supporting The Community

Like our relationships with friends or acquaintances, customer loyalty takes time. It takes several quality interactions before bonds form. The same goes for the relationship with your customers. It’s important to consistently engage and support the customer’s community to sustain a long-term relationship. One way to do this is to support charities near and dear to your customer’s hearts. Another way to show that you care is to put resources towards developing products and packaging that resonate on a cultural level.

A Diverse Workforce

It is always a good idea to ensure that your company’s internal representation is diverse and represents the same people as your target market. Customers are paying close attention to companies that lack diversity. Putting equity and inclusion at the top of your priority list is vital. You can also take a look at your workplace practices. How you currently treat your employees can also leak to the public, and if it is positive, that will help you stay in a good light. Ensure you are listening and absorbing feedback from your current team, so everyone feels equally valued. Ultimately, your internal activities affect your external image.

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2023 is the year of rich and vibrant hues. Customers are experimenting with bold shades like cinnamon, platinum, copper, and pearlescent shades like opal and violet. To show your customers you care, try and emphasize the importance of colored hair maintenance as well. Adding deep conditioning samples near the color section may be a nice touch.