Authenticity Matters

Tarletta Williams

86% of consumers say that authenticity is a key factor in deciding what brands they like and trust.

Here’s the thing: marketing is the art of telling people to look at the awesomely amazing thing we just did. But if our only goal is to seek attention, how can we possibly be considered authentic.

So, before I dive into this article, let’s take a second to first define authenticity in marketing:

According to, qualitative authenticity in marketing is about answering the questions what you do and what you care about for your brand, and then turning them into marketing efforts. 

It’s giving your brand an identity and a purpose. It tells your audience that your brand stands for something, or a few things.

Authenticity can be tough, and downright terrifying when you think about it. Telling people that you have an outright position on anything could mean that you’re cutting yourself off from an entire portion of the market.

But, consider this: 86% of consumers say that brand authenticity is a key factor in deciding what brands they like and support. This not only means that the people that relate to you will be more likely to buy. It means they can become legacy supporters.

These types of supporters can have exponential impact on your sales and marketing efforts. 

 Anna Konovalova breaks brand authenticity down into four major components: consistency, credibility, integrity, and symbolism. They bridge the gap between what you believe your company does and how it behaves and how people perceive those things, your reputation.

I often like to say that marketing is like playing telephone and getting the same message at the end. It’s how reputations are made and destroyed.

Let’s bring it home: you built your business with a mission, vision or purpose. Your reputation relies on you being true to that and making sure your customers see it. I’ve said all of this to say: authenticity matters.


Improve Your Authenticity


Tarletta Williams

Getting Specific with SMART Goals


If you clicked this link, odds are you’ve heard a thing or two about SMART goals. When using this world-renowned methodology your goals should be: Specific, Measurable, Achievable, Relative, and Time-bound.

They’re not incredibly difficult to do, but if they aren’t structured properly, you can set yourself up for stress, extreme discomfort and ultimate failure.

In this article I’m going to break down the keys to specificity for making sure your SMART goals actually become part of your reality. 

Let’s get started.

“In life, there are very few elevators. The only way to the top, is climbing upwards – one step at time.”

The Key to Consistency

Tarletta Williams, Marketing Strategist

Not another post about SMART Goals.

Ever wonder why it’s so hard to commit to change?

In the  beginning, you’re sure-fire confident. You grab your pen, your paper, and a calendar and you decide that this time, it’s going to be different. This time, you’re not gonna back down. You’re gonna stick it through and it’s totally gonna work. And then something happens. You look back three months later and see that it didn’t quite go down that way?

Continue reading “The Key to Consistency”