By Bert Zethof

Your beliefs about your company’s purpose and the role of marketing can explain the ability of your business to thrive in difficult times. Commit to a genuine customer-centric philosophy whereby you successfully tap into your customers’ deepest desires and satisfy their emerging needs and you will have an authentic brand with staying power.

So much of the marketing we are subjected to is impersonal and cynical. It may seem personalized because technology systems today can target and address us at an individual level, but if you scratch the surface, you may find a soulless corporate entity.

Companies that “strip mine” the marketplace to drive sales are at risk, especially during an economic downturn. It is time to change the role of marketing from pushing the brand to connecting with people and telling them about your company’s story. People need to see their deeply held personal beliefs mirrored in the brands they purchase. Be self-referential and avoid smarming up to customers by changing your identity daily.

Be true to your brand while continuously understanding and mirroring your customers. An authentic brand drives an emotional connection so deep that customers no longer think about what to buy – they simply buy the brand that makes them feel comfortable, happy, proud and successful. Think about the businesses you love to deal with? What makes them so compelling?

Being authentic is not easy. It means communicating, informing, educating, collaborating, and engaging your customers, and it means adjusting and calibrating your offerings accordingly. Consumers look for consistent proof of your authenticity so the challenge is ongoing. But, the rewards are rich on all sides.