Authentic marketing, when it comes to any business, is a vital asset. It’s priceless, really.
It helps build and keep trust. And it can make your brand stand out like a beacon in the night.
This is especially true in the integrative health world.
Here are 4 best practices for building and maintaining authenticity for your brand.
1. Tell Your True Story
Every integrative health organization has a story. A narrative.
And communicating your own story is a powerful tool in your marketing arsenal.
But, that story needs to be true.
I’m not suggesting that your marketing needs to detail every last part of your journey. What I mean is that the story you tell needs to be compelling, it needs to build excitement, and it needs to be one that invites the listener to join you.
So, every part of your story needs to be true. But every true thing doesn’t have to be in your story.
2. Stand Up for What You Believe
Gone are the days when brands can get away with remaining neutral on causes, crises, and positions within the broader culture at large.
This doesn’t mean you have to go out and stoke controversy, or go looking for a fire to pour more fuel on. This isn’t license to be a troll.
Instead, here’s what I mean: If your organization believes deeply in something—social justice, for instance, or women’s rights—don’t avoid talking about it.
The risk, of course, is that you are going to turn off a segment of your potential client base.
But here’s the thing…
Is that really a bad thing?
Your mission is to heal.
To invite others to take that next step in their own health journeys.
But you’re not going after every last person out there. It’s fine to take a position that might narrow that segment down even further.
Because the people who agree with your position are going to be far more likely to want to be a part of what you’re doing.
And at the end of the day, being honest about your organization’s view of the world is going to put you ahead of where you would’ve been had you stayed out of the fray altogether.
3. Be Consistent
Consistency is critical.
Both in your marketing, and honestly, in everything you do.
Consistent people draw others toward them. The same goes for consistent brands.
So, be consistent.
4. Be Yourself
The best way to fail in the integrative health market is to copy what others are doing.
You can go out and gather ideas from others, of course. You can model your processes and systems on what others have had success with.
I’m not talking about reinventing the wheel, here.
What I am saying is this:
At the end of the day, your brand has to be yours. It has to represent your vision. It has to communicate in a way that resonates with your current and future clients.
So, keep these 4 things is mind as you continue growing your practice. And don’t underestimate the power of authenticity.
Because, while generations of the past may not have prioritized it very highly, the next generations—starting with the millennials—put a great deal of importance on authenticity when it comes to who they’ll trust with their health.
If you’re authentic, and they can see it, you’ll have a great chance to earn their business—and their loyalty.