What is Brand Authenticity? Why it Matters and How to Get it Right

Today, consumers are more skeptical than ever. They’ve seen the flashy ads, heard the fancy slogans—and they’re not buying it. Why? They’re looking for brands that are honest, relatable, and driven by their core values.

But what does it mean to be an authentic brand? And how can you make your business feel more trustworthy?

Whether you’re building a brand from the ground up or rethinking your branding strategy, an authentic brand image can lay the groundwork for stronger, lasting relationships. In this guide, we’ll explain what brand authenticity really is and how to build a brand that feels genuine to your audience.

What is Brand Authenticity?

Brand authenticity refers to how genuine and trustworthy your brand identity appears to your audience. At its core, it means a brand consistently lives up to its values, not just in its marketing, but in how it behaves both inside the company and out in the world.

When a brand is authentic, it transcends simply selling a product. It stands for a bigger and more meaningful cause that is evident in everything it does. But what makes a brand feel authentic? The answer lies in transparency, sincerity, and a strong sense of purpose.

Let’s take Nike, for example. For years, it has been committed to supporting athletes and speaking out on social issues. Its campaign with Colin Kaepernick is a powerful example. Kaepernick knelt during the national anthem in a protest against racial injustice. Nike didn’t shy away from controversy because the message aligned with its values. This kind of bold, purpose-driven communication helps build deep trust and loyalty with customers.

Why is Brand Authenticity Important?

According to a Stackla survey sourced via Nosto, 86% of consumers find authenticity as a deciding factor in choosing the brands they support. Authenticity helps build trust, create emotional connections, and cultivate loyalty. How? Here are some key factors behind the importance of brand authenticity.

It Connects with Younger Generations

Millennials and Gen Z make up over 139 million people in the U.S. And they prefer brands that seem “real” and not overly polished. According to an annual global survey carried out by WP Engine, 72% of Gen Z feel more positively toward brands involved in social causes. These younger shoppers expect brands to take honest, meaningful stands on important issues. If brands ignore this, they risk losing a massive influential group of customers.

It Builds Emotional Connections

Authentic brands create real emotional bonds with customers through honest messaging and clear values. According to Harvard Business Review, consumers who are deeply connected to a brand are worth 52% more than those who are just highly satisfied. This emotional loyalty leads to repeat purchases and stronger overall business results.

It Cuts Through the Noise

With so much advertising everywhere and many people using ad blockers, it’s getting trickier to get people to notice. An honest brand with consistent values easily stands out as genuine and encourages customers to become advocates. In fact, Edelman’s Trust Barometer report shows that 78 percent of consumers with high brand trust are likely to share content, recommend the brand, and defend it against criticism.

It Rebuilds Trust in a Skeptical World

The 2020 Gustavson Brand Trust Index reveals that trust in brands has been at an all-time low in recent years, reflecting a broader decline in confidence in institutions. And when trust fades, people think twice before buying. Authenticity can help rebuild trust through clear communication of the brand’s core values.

It Supports Consumer Identity

People don’t just buy products. They look for brands that reflect their values and help them feel part of a community. Authentic brands offer a platform for customers to connect around shared values. This creates a sense of belonging and keeps customers coming back.

It Offers a Competitive Edge

Brands that stay true to their values and communicate honestly build stronger relationships and bigger followings. According to Edelman’s Trust Barometer 2020, 64% of consumers are driven by their beliefs when buying something. That’s a huge number of customers brands can retain by building an authentic image.

What Makes a Brand Authentic? Key Elements Consumers Notice

Now that we’ve looked at why brand authenticity matters, let’s tackle the next big question: What actually makes a brand feel authentic to consumers?

While everyone might define authenticity slightly differently, there are a few key qualities that consistently shape how people decide whether a brand feels genuine, trustworthy, and grounded in values.

• Be Transparent: Authentic brands don’t hide behind smoke and mirrors. They are open about how they operate, whether it’s the way they make their products, establish their pricing, or handle business decisions. This openness builds trust because it shows customers there’s nothing to hide.
• Stay Consistent: If a brand looks, sounds, and behaves the same across all its marketing channels, it sends a strong message: “This is who we are, and we’re not pretending.” That reliability helps customers feel more confident in their connection to the brand.
• Stand for Something: Authentic brands have a clear purpose that extends beyond just making money. Whether it’s protecting the environment, supporting local communities, or championing a social cause, these brands take meaningful action, not just talk about it. And customers can tell the difference.
• Communicate Honestly: People respond to brands that sound human. This means speaking in a clear, relatable voice without corporate buzzwords or sugarcoating. Owning up to mistakes and being real in your messaging helps create a deep emotional connection.
• Put Customers First: Authentic brands take feedback seriously. They improve based on what people need, demonstrating a value for relationships over short-term profits. When customers feel seen and heard, they’re more likely to stick around.

With these key attributes of authentic branding, you’re ready to build a genuine brand image that your customers will recognize.

How to Build an Authentic Brand Strategy That Resonates

Now that you’ve learned what makes a brand feel authentic, the next step is knowing how to live that authenticity through strategy. An authentic brand doesn’t just talk about its values—it builds them into everything it does, from internal decisions to interacting with customers.

Here’s how to bring a brand’s authenticity to life, guided by authentic brand examples.

1. Define Your Core Values

Your brand’s core values are its very foundation. They guide every decision you make and shape how people experience your brand. Therefore, your values must be clear and aligned directly to who you are and what you stand for.

To define your brand’s values:

• Start With Your Mission: What change are you trying to make in the world?
• Understand Your Audience: What matters the most to your target audience or customers?
• Be Specific: Broad terms like “quality” or “integrity” sound nice, but they don’t say much. Choose values you can act on.

Example – Dove

Dove reshaped its brand around the idea of “real beauty,” pushing back against narrow beauty standards. To deliver on it, they featured real, unretouched women in their Campaign for Real Beauty. This strong alignment between message and action helped Dove build trust and become a leading voice for body positivity.

Source – Dove

2. Keep It Consistent

Once you’ve defined your values, the key is to express them consistently across every part of your brand—how you look, speak, and show up. When there’s a disconnection between what you say and what you do, authenticity in branding dissipates quickly.

To stay consistent:

• Create Clear Brand Guidelines: Your brand guidelines should define your voice, visuals, and behaviors.
• Audit Regularly: Check your website, social media, ads, and packaging. Does it all still match your core values?
• Tell Your Story: Use storytelling to support your message across all marketing platforms.

Example – Apple:

When it comes to brand consistency, Apple is a must-mention. Their products, website, and marketing campaigns all reflect the brand’s core themes. These include innovation, simplicity, and elegance. This consistency makes the brand easy to recognize and trust.

3. Put Values into Action

Talking about your values is only half the equation. You have to live them, too. People pay attention to what brands do, not just what they say. When your actions align with your principles, that’s when trust and loyalty really grow.

To live your values:

• Align with Branding Elements: Design your brand logo, website, and voice to reflect your core values.
• Bake Them into Daily Operations: Your values should influence who you hire, what you prioritize, and with whom you partner.
• Speak Up When it Matters: Staying silent on issues your audience cares about can feel inauthentic.
• Own Your Mistakes: Accept your mistakes openly. Transparency builds credibility.
• Report on Your Impact: Show progress and results, not just good intentions.

Example – Ben & Jerry’s

Ben & Jerry’s doesn’t just say it cares about social and environmental justice. It builds that commitment into its business. From donating profits to lobbying for change, the brand consistently walks the talk. And this authenticity has earned them a values-aligned community.

Source – Medium

4. Create Your Brand Story

A strong brand begins with a meaningful story. It elaborates the “Why” behind your brand and its mission. It shows why your brand exists in the first place. When your story aligns with your values and purpose, it builds emotional connections that give people a reason to trust your brand.

Use this three-part structure to create your brand story:

• Beginning: What Was the Problem? Share a real challenge your founders or community faced.
• Middle: What Did You Do About It? Explain how your product, service, or mission provided a solution.
• End: What Changed? Show how your work helped your customers, community, or industry.

Example: Ten To One Rum

Ten To One Rum challenges stereotypes about Caribbean rum. The brand tells the story of cultural pride and high-quality craftsmanship. It’s a narrative that resonates deeply. It helped the company attract not only loyal customers but also high-profile investors like Ciara.

Source – Amazon

5. Include Your Internal Audience

Your employees are the face of your brand. If they don’t believe in your values, it’s tough to appear authentic to the outside world. That’s why internal brand alignment is so important.

To do this:

• Hire for Values: Bring in people who naturally share your values. This sets the tone for a brand-aligned culture from the very beginning.
• Make Values Part of the Culture: Tie performance goals and employee recognition to behaviors that support your brand identity.
• Keep Communication Open: Build a culture where feedback is welcomed, and team members are part of brand discussions.

Example: Patagonia

Patagonia takes brand alignment seriously, starting with who they hire. Employees are empowered to live the brand’s mission through activism and sustainable practices. The result? A seamless brand experience inside and out.

6. Show, Don’t Just Tell

It’s easy to say your brand is authentic. But in today’s world, people want proof. They look for experiences, reviews, and community engagement to back up your claims.

To demonstrate your authenticity:

• Use Customer Content: Photos, videos, and testimonials from happy customers are powerful.
• Work with Like-Minded Influencers: Partner with people who genuinely share your values, not just your target audience.
• Share Your Success Stories: Case studies and testimonials of how your product helped someone go a long way.
• Build a Brand Community: Encourage customers to share their own experiences with your brand. Let them help shape your brand’s narrative.

Example: Glossier

Glossier takes social proof of the brand’s authenticity very seriously. They showcase their customer photos and use their feedback to develop and improve products. Plus, they feature everyday users as models. Through this strategy, Glossier has built a dedicated community that genuinely trusts the brand.

Source – Harvard Business School

Final Words

Brand authenticity is no longer optional. It’s integral to a brand’s success. An authentic brand is built on clear values and consistent messaging. It communicates its message through honest storytelling. When you’re transparent and true to your brand, your customers will recognize and trust it. That’s how a business grows, loyalty builds, and your brand stands out in a crowded marketplace. So, if lasting customer relationships matter to you, embracing brand authenticity is the way forward!