Do you even know what’s real anymore? I’m serious here. In a world overloaded with advertisements, sales pitches, and brands all clamoring for attention, it’s getting harder and harder to be heard above all the noise.
However, one thing stands out in a world where everyone is trying to be the same—authenticity. We’re living in a moment where consumers are becoming more discerning or to be more specific, their bull___ meters are going off more often. They’re seeing more and more AI created content, which means they’re learning to filter out what feels fake, overly polished, or robotic in favor of what’s real, relatable, and genuine.
But what does authenticity in marketing truly mean? And why is it so important for brands, especially in today’s markets, to stay true to themselves and their mission rather than “follow the crowd”?
The truth is, authenticity is a powerful marketing strategy and it’s essential for building strong, lasting relationships with current and potential customers.
By the way, to stick with the whole authenticity theme, this is a picture I took yesterday when I was at the beach.
What Does Authenticity Mean When It Comes to Marketing?
Authenticity in marketing means showing up as your true self, not trying to pretend to be someone or something you’re not. It’s about being real, being human, and being transparent with your audience.
I realize in our hyped-up, photo-perfect, always presenting our “best selves” world, this can be really hard. None of us want to admit that we have flaws, have failed, or that we may just be having a bad day. However, when we do this, we really are being our authentic selves, and that matters to our ideal customers. It actually draws in more of the “right” people for your company in and makes them want to stay.
And it’s actually easier to be authentic. Because you don’t have to think as hard about what you are and aren’t putting out there. Whether it’s through your messaging, your products, or the way you interact with your customers on and off social media, authenticity is about reflecting your core values, your humanity, and sharing your story in a way that resonates with others.
On the other hand, brand authenticity refers to how a brand is perceived by its customers and how genuine they consider that brand to be. This doesn’t mean you have to be perfect. In fact, consumers are more forgiving of brands that own up to their mistakes than those that try to cover them up. We’d rather see how the sausage is made than feel like we’re being lied to.
Authentic brands and authentic people build trust because they are constant and true in their actions, live up to their promises, and aren’t afraid to show their human side—whether that includes success or failure. They’re willing to admit when they’re wrong and show how they’re changing or pivoting to be better.
Most importantly, authentic brands and authentic people recognize that they’re in business for their customers more than for themselves. They’re set up to serve and to build meaningful relationships, not just make sales. Personally, I think this is what makes a brand “truly authentic.” When it’s all about who they serve and how they do good in the world.
Centering Authenticity as an Important Core Value for You and Your Brand
Consumers today crave genuine connections. They want to know the people behind the brand, what they stand for, and how those beliefs shape the products and services they offer. Authentic brands are the ones that share their core values openly, attracting a loyal audience that resonates with and appreciates those same values.
I’m sure you’ve heard the phrase “vote with your wallet.” A lot more consumers are looking at a company’s core values before they fork over their hard-earned cash. They want to know that they’re supporting a company that upholds their same values and beliefs, which is why so many people become die-hard fans and customers of certain companies, brands, and even people.
When you’re authentic in your marketing, you’re not just building a brand—you’re building a community. And that’s where the magic happens. When customers feel a deep connection to your brand because it aligns with their own values and beliefs, they’re more likely to become repeat customers, recommend you to their friends and family, and ultimately become brand advocates.
Authenticity leads to increased customer retention, as people are more inclined to stick with brands they trust. Trust is built through transparency, consistency, constancy (as in being faithful and true to yourself and your brand), and delivering on promises. When a brand is open about its mission, values, and even its challenges, customers are more likely to form an emotional bond with that brand.
That emotional bond is a big part of what forms your community and what helps it expand, so this is something you want to nurture by keeping your authenticity at the core of your business.
Which leads me to…
Why Authenticity is So Important for Your Business’s Success
In today’s competitive landscape, standing out often means stepping away from the crowd and embracing what makes you unique. In other words, let your Freak Flag fly.
Following trends for the sake of fitting in, or even trying to capitalize on a particular trend can dilute your message, making it harder for your target audience to find and connect with you. Why should they pay attention to you when everyone else is doing the same thing? And how are they supposed to see you if you look and sound like everyone else? Authenticity ensures you attract the right people—those who appreciate your brand for what it truly stands for and who will get the most from what you have to offer.
Being your authentic self in marketing doesn’t just benefit your customers—it’s also good for your mental health and well-being. Running a business while trying to conform to trends that don’t align with your values can be exhausting and even demeaning.
But when act as your true self and let your company’s mission guide everything you do, you experience less stress and more fulfillment. After all, being in alignment with your own values and way of being is a big part of what attracts people to you.
Authenticity also helps build self-confidence. When you realize that people are drawn to you because of who you are—your quirks, values, and all—you start to feel more confident in your message and in whatever it is that you deliver. That confidence translates into stronger relationships, higher sales, and a deeper sense of purpose in your business.
It also means that you don’t have to create an alternate identity that you put on and take off for your business. Instead, you can just be you. You don’t have to remember how to be this “other person” when you’re interacting with your customers or second-guess yourself when you’re responding in any given situation.
This is a screenshot of a slide from a course I am taking from the fabulous Mari Smith. I’m obviously very timely with this topic.
The Power of Being Authentic
Living authentically means owning who you are as a person first and a brand second. It means allowing your unique personality to shine through in your messaging, products, and interactions with customers. This means showing your human side, and revealing the driving force behind your business, whatever that may be.
Sharing personal anecdotes, whether they’re about overcoming challenges, celebrating victories, or failing outright and how you deal with that helps humanize your brand. Customers want to connect with brands run by real, relatable people, not large faceless corporations.
When you’re being your authentic self you create deeper connections with your audience, and those connections translate into consumer trust and brand loyalty. You know, that whole, “Know, Like and Trust” factor I talk about regularly. Authenticity is key to growing this relationship between you and your audience, and therefore building a successful business.
It also means holding to your own values and acting on those values through your brand and your company’s behavior.
For example, when companies like Patagonia speak out about their commitment to environmental sustainability, they’re not just paying lip service—they’re reflecting their core values. Patagonia was formed by outdoor people for outdoor people. They’re all about keeping this planet safe and beautiful for everyone on it. And they show this in their advertising, their products, their company initiatives and the way they treat their employees. They also “put their money where their mouth is” by giving back to the planet. They say right on their website, “Earth is now our only shareholder.”
This kind of authenticity helps them build a genuine connection with customers who care deeply about these same issues. The result? Increased customer retention and a loyal, engaged community.
I live in Ventura, CA, where Patagonia is based. Everyone I know who works for this company sings their praises and says they live up to what they claim they do, 100%. And it has built them an incredibly devoted following of customers, which then lets them give back to their community and to the planet.
That’s authenticity in action, right there.
How Do You Show Authenticity in Marketing?
It’s one thing to say you’re authentic, but how do you actually show it in your marketing efforts? Here are some strategies to help you align your marketing with your brand’s true nature:
1. Share Your Personal Stories
Don’t be afraid to be vulnerable. Share your wins, your struggles, and your losses. Tell your audience about the journey that brought you to where you are today. Stories of personal growth, perseverance, and determination resonate deeply with customers because they feel real and relatable.
More importantly, people want to know who they’re dealing with. They want to hear your stories because they want to know how your experience can help them. And they want to understand why it is you do what you do. All of these help build that “Know, Like, and Trust” factor and they let you have self-expression within your business. They make you and your business more human.
2. Lead with Your Values
Everything you do in your business should be rooted in your core values. Whether it’s your product design, customer service, or content strategy, show people what you believe by living into what you believe. This is what attracts like-minded customers who are drawn to your authentic self and who want to support what you do.
3. Be Transparent
Transparency is one of the most important aspects of brand authenticity. If you make a mistake, own up to it. If your company is going through a tough time, be honest about it. If you are making a pivot in your business, tell people what you’re doing and why you’re doing it. Especially if it affects them.
Consumers appreciate brands that aren’t afraid to admit their flaws because it makes them more human. They also appreciate businesses that are willing to tell them the truth when so many others try to cover up what they’re doing or are just plain dishonest.
4. Let Your Personality Shine
You, and by extension your brand have a unique voice—use it! Whether it’s humorous, serious, or somewhere in between, let your brand’s personality be open and clear across all your marketing channels. As I said earlier, let your Freak Flag fly! It will help you make that authentic connection with your audience and show them they’re in the right place.
Tell your people about your pets, your hobbies, your latest passion. Let them know why this matters to you and why it may matter to them. Share your feelings and opinions. Yes, even those opinions. People want to know who they’re dealing with. And while you may be afraid of driving some customers away, you’ll find that others will be attracted to you because of your opinions.
(Caveat: Please don’t be rude or express a desire for violence. The world doesn’t need any more of that nonsense. But please do let people know where you stand.)
Customers love people who show their true selves. We all want to know who we’re dealing with, unique quirks, perspectives, and all. This creates a strong sense of connection that can’t be faked and will benefit you and your business.
5. Show How You Serve Your Customers
This one is huge.
As I’m sure you’ve heard me say regularly (and if not, I’ll say it again) you are in business to serve your customers. Whatever it is that you have should help people solve a problem they have and/or help them reach their goals.
So show everyone how you do this!
There are lots of ways to do this, including:
Testimonials
Customer interviews
Case studies
Highlighting community outreach
However you do it, show your audience the real-world impact of your products or services. This builds credibility and reassures potential customers that you’re committed to their success and the world’s success.
Yes, Leading with Authenticity Matters
Leading with authenticity isn’t just about your marketing efforts—it’s about creating a culture of authenticity throughout your entire business and your life. It takes courage to be vulnerable, to show up as your true self in a world that often pressures us to conform.
Being a square peg in a round hole is scary. We all want to fit in. By sharing your authentic self with your audience, you are giving them their place to “fit in.” Even if that place is “with those weirdoes” according to society at large.
Leading with authenticity is a long-term strategy that leads to real, meaningful results.
Authentic brands attract more than customers. They also attract employees who are aligned with their values and mission. This fosters a stronger internal culture, which, in turn, improves customer experiences.
Authentic brands also attract notoriety and respect. When you live into your authenticity, people appreciate that, even if they don’t necessarily agree with you. A lot of people and companies have gotten a lot of organic exposure by doing this. Patagonia is just one example of this. There are thousands of others.
Being Our Authentic Selves in an AI World
I’m going to be completely honest and transparent here.
Up until this section, I used ChatGPT to write this blog post. Or at least, the first draft of this blog post. Then I went through and edited that first draft heavily to make it my own. There are parts that I added, parts I adapted and even some parts that I kept from the original draft.
If you want an interesting exercise, go through this post again and see if you can figure out which sentences I wrote and which ones ChatGPT gave me.
AI is a very useful tool.
But it is just that, a tool.
No Large Language Model like ChatGPT, Genesis, or Meta AI can replicate you and your authenticity. If we ever get to that point, humanity is in big trouble in my opinion.
However, AI can help you get to your final product a lot faster than if you come up with absolutely everything on your own.
When I ask business owners why they don’t have an email list or why they don’t email their subscribers regularly I get two common replies:
“I never know what to write!”
“I don’t have the time to write emails.”
When it comes down to it, these are both symptoms of the same problem. Not having a good place to start.
Using AI as a Tool to Express Your Brand’s Authenticity
As far as I’m concerned, the best use of AI to create content for your brand and your business is to get yourself past that problem of not having a good place to start.
Instead of spending time staring at a blank screen, wondering what the heck you should write, ask your favorite AI platform. It can give you some great ideas.
The trick is knowing what information to give that platform, so it can give you ideas that work for your audience and your business. Then you can take those ideas and run with them, adding your own authentic touch and expressing your unique quality and perspective.
When it comes to emails, most people need a subject line to focus on and a writing prompt to get them started. Honestly, I have a list of generic ones you can download as a lead magnet on this website. But it’s easier and faster if you can start with something relevant to your business and your audience.
That’s exactly what I’ll show you how to create with your chosen AI platform in my AI-Powered Subject Line Generator Workshop.
You’ll find out what information you need to give your chosen AI so that it can give you exactly what you’re looking for. And you’ll find out how to tell it to refine its responses, if you didn’t get what you want the first time.
The workshop costs $49 and you’ll walk away with a list of subject lines and writing prompts customized for your business and your audience. You’ll also have a repeatable system that you can use to create more subject lines and writing prompts, and refine them to whatever you happen to be focused on in any given month or quarter. That way, you’re always creating relevant content that builds trust with your audience and drives your business goals.
This workshop has been recorded and I am currently in the process of getting it ready for release. If you want in, join the waiting list to find out when the AI-Powered Subject Line Generator Workshop is released, so you can go through it at your own pace.
That way, you can share your individual expression and unique personality with your people quickly and easily, so you can spend more time being your authentic self, doing what you love to do.
I got a great compliment from a prospective customer the other day, a fellow named