At its best, authenticity helps to build long-term trust, relationships and emotional investment from customers or end users. When we know something is authentic or true, we feel more comfortable – which, in the context of human decision-making, means we’re more likely to believe in and engage with that brand.
Placing this human experience at the centre, we believe that no touchpoint is more important in demonstrating authenticity – or exposing inauthenticity – than a brand’s representation in the built environment. Much like a marketing strategy, a brand’s physical presence must reflect its core purpose, beliefs, values and everyday actions.
Ultimately, this comes down to the fact that we are innately social and emotional creatures. The built environment is where we connect most meaningfully with a person, place, brand or product, and therefore presents the greatest opportunity for brands to demonstrate they are who they say they are. A brand might have articulated a vision that perfectly speaks to the aspirations of its customer base or curated an excellent digital presence, but if these services don’t translate in the built environment this is the negative experience customers are likely to remember most strongly.