Authenticity is one of those corporate buzzwords that brands across all industries latch onto and attempt to convince you that they care about. Some, like your friendly neighborhood ad shop, certainly do! But for others, authenticity is more of a tactic for a marketing strategy than a core value or a north star their business lives by.
Real authenticity is knowing who you are and staying true to yourself in the face of trends, bandwagons, or even backlash. That’s not to say change and evolution are inauthentic. Authenticity requires an honesty that often results in accountability. But knowing when to change or when to stick to your guns is the central tension of authenticity.
We see this most often in how brands try to talk to their audience. Social media offers a direct line of communication to millions of potential customers, but too many brands fall victim to losing their authentic brand voice in favor of chasing the high of virality. Not every brand needs to be sardonic and edgy in order to sell hamburgers, or mysterious and aloof to get you signed up for a new SaaS.
Major brands spend untold amounts of capital trying to sound like a college freshman online, when often they’d be better off staying authentic, even if that means sounding a little boring from time to time. So, if there are any brands out there trying to decide if they should do that latest TikTok dance or call someone bestie in the comments, hear this: please don’t.
