Brand Authenticity

It’s the same for brands as it is for people: your true values are revealed by what you do, not what you say.

Brand authenticity means staying true to your core values across every aspect of your business. It’s not enough to craft a compelling mission statement; you need to walk the walk in your distribution channels, hiring practices, customer interactions, new features, company events, and even internal policies. Every touchpoint is an opportunity to reinforce—or undermine—what your brand stands for.

I think of negative examples like corporations ‘rainbow-washing’ their logos in June without taking any actual meaningful steps towards inclusivity, or faith-based organizations that focus more on their appearance than their heart. These hollow gestures ultimately damage trust and harm the brand’s credibility.

Authenticity also means staying true to your brand’s value proposition—not so much the “what” you sell, but the “how” you do it and the “why” someone chooses your brand over a competitor.

A lighter example: tons of brands sell hamburgers. McDonald’s is known and loved around the globe for their specific approach burgers—convenient, inexpensive meals in a family-friendly atmosphere. So when McD’s introduced the new Arch Deluxe burger in the 90’s—a “premium” burger marketed as a gourmet option for adults—it fell flat, and is considered one of the most expensive product failures in McDonald’s history.

Meanwhile, other restaurant brands built around premium burgers are out here thriving. Consumers aren’t opposed to higher-quality burgers as a general rule, it just doesn’t make sense for McDonald’s to be the one selling them.

Genuine commitment to brand authenticity can look a lot of different ways. Environmental organizations that exclusively print on recycled paper, despite the extra cost. Premium hospitality brands that treat employees with the same respect they show their customers. A nutrition-focused eatery opening a takeout window in a local gym, and a mac-n-cheese food truck declining the same opportunity.

Brand authenticity doesn’t mean you’ll be attractive to everyone. But once you find your people, consistency and authenticity will foster a level of trust and loyalty that money can’t buy.

Written & curated by Austin Schulenburg