What makes a brand successful? Is it financial revenue? Is it how well known the brand is? Both? While both are markers of success, the most important success is authenticity, consumers want to know they can trust the brand or individual they are engaging with. In the digital age, brand authenticity is largely influenced through online presence. Does a brand engage with their customers and produce meaningful, truthful content? Can the customer rely on the individual or brand to be transparent when using social media to sell their product and brand. Brands that engage in honest creative design and branding methods, that are truthful, engaging, and evoke emotion when producing content allow their audience to feel a greater sense of connection to the brand, and builds authenticity.
As an exemplar of brand intentionality to foster authenticity two media artefacts (see below), one instagram reel and one single image graphic for a customer will be analysed to discuss how media production fosters authenticity. The goal of this content was to showcase the ways in which aesthetic coherence, visually storytelling and emotional storytelling aid in creating understanding between, creators, brands, and audiences, in turn, strengthening brand authenticity. Both social media posts serve separate roles in communication and marketing in media, however, the use of intentional coherent brand elements such as tone, image style, language, and design create consistency. Consistency in social media posts and marketing is crucial when building brand identity to communicates the brand or creators’ values through visuals and written social media presence.
In this article, media form one, ‘The Allotment’ reel will be used as a primary example, of how branding elements, media concepts and storytelling are intentional methods convey the intimate sense of warmth, nostalgia, homeliness and trust that is essential for engaging audiences and producing content authentically. The Instagram reel cycles through a series of warm, softly lit images, from local Albany photographer Jaz Crabbe @Muddybootsphotography. Jaz’s photos capture what I fondly refer to the essence of The Allotment and this post, both reel and caption explain the history and sense of ease that The Allotment has and extends to those who stay. Samphire Collections style remains consistent from their social media presence and brand identity to the curation of their homes, once again telling a story through the brand and the intimacy that the images present (Jenkins, 2006). The photos selected; a cozy fireplace, timber textures, soft linens, antique furniture, indoor plants, and a quiet courtyard are all visuals intentionally chosen for the story they tell and feelings of contentment and comfort they evoke. Many studies have confirmed that audiences and consumers are more trusting of and drawn to brands and content that appear ‘authentic’ (Marwick & Boyd, 2011). In this reel, authenticity is achieved through sincerity, emotional storytelling, and aesthetic cues. Highlighting the tactile elements and the spaces within The Allotment as well as pairing it with a personal anecdote about the property, cultivates a homely atmosphere and allows the audience to respond positively to the brand. The final element used was audio, the section of audio chosen was Sunset Exotics 2021 song ‘Home.’ This audio was specifically chosen for its upbeat, calm beats and lyrics that align with the final image saying, ‘I want to go Home.’ This choice of lyrics is the final piece in conveying that this is not just an accomodation, this is a place where guests can stay and feel at home.The intent when creating this reel for Samphire Collection was not simply to advertise a property, but to incite how the guests will when staying. While Instagrams algorithm frequently rewards high-tempo reels, in this context, the slower, calmer nature of the reel is a deliberate strategy to mirror the experience of staying at The Allotment. Creating emotional meaning and communicating this in a contrasting form than the dominant trends displays stylistic restraint to ensure consistency and authenticity with the brand (Abidin, 2016).
Samphire Collections brand kit can be viewed in the accompanying single-image graphic (media 2). The graphic displays the brands official colour pallet and font used consistently through the brand. The inclusion of earthy neutrals echo the elements found in their accommodation, these reflect the calmness and natural interior decor. The consistent use of colour coherence strengthens brand recognition, creating brand recognition as well as conveying the brand identity (Henderson and Cote 1998).
Reflecting on the media-making process, the final product for the reel evolved significantly from the initial conception. Earlier edits while being visually cohesive, lacked the emotional narrative I was trying to convey. The shift from initial draft to final product allowed for the inclusion of affective story telling and created not only promotional content for The Allotment but also a micro-experience for what the consumer can expect to experience (Abidin’s 2016),
These media pieces convey the importance of using visual elements to communicate identity and convey an emotional story. Through design choices and consistent brand application, social media content assists in fostering and maintaining brand authenticity. These media pieces showcase The Allotment and Samphire Collection brand through social media and convey the warmth and lived experience they guest can expect.