Authenticity
By Marybeth Starr
au·then·tic·i·ty
/ˌôˌTHenˈtisədē/
noun
- the quality of being authentic.
Authenticity is a personal value to many people and that is a good thing because it’s becoming one of the most powerful forces in business and branding. We are all bombarded with polished ads and perfect messaging, but what really stands out is something real. People love to connect with brands the same way they connect with people: through honesty, consistency, and shared values. When a business owns its story, and is transparent about its mission, it builds a type of trust that’s hard to shake.
Authentic brands don’t pretend to be something they’re not. They don’t chase every trend or try to appeal to everyone. Instead, they know who they are, who they serve, and why they exist. That kind of clarity doesn’t just attract customers, it builds communities and we love community builders! Behind-the-scenes content, founder stories, or openly sharing wins and challenges, authentically create emotional connections. And in our business, that connection is gold.
It also creates consistency. When a brand’s voice, visuals, and actions all reflect its true identity, it becomes instantly recognizable and easy to believe in. Team members feel more aligned, marketing feels more natural, and customers feel more loyal. Being authentic might seem simple (be yourself, they say 😊), but it can be hard because it makes you vulnerable, but it is one of the smartest strategies a brand can embrace. Because when people feel they know the real you—and they like what they see—they stick around.