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.


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