We hear a lot about “authenticity” these days.

There’s good reason for that. For organizations that want to build long-term relationships with their communities, clients, and customers, authenticity is a foundational principle that should not be overlooked.

Essentially, authenticity is about being genuine. Real. It’s what your audience feels when your words and actions align. And it matters because people don’t buy products or services, they purchase from and support people they like and trust.

Authenticity begins with knowing who you are, what you stand for, the values you hold dear—and then infusing these elements into every aspect of your relationship with your audience: your communications, service interactions, why and how you build your products or offer your services.

Against the backdrop of an orange sky, a bird in silhouette sings while perched atop a coniferous tree.

Authenticity doesn’t require you to be perfect—but it does require you to be transparent and consistent.

Why? Because your brand is not just what you say about it—it’s about what others say about it, too.

Consumers have access to a wealth of information about your (and every) brand: online reviews, customer interactions on social media, competitive information, and public records, just to name a few examples. They use these sources to seek validation for positive feedback, as well as to identify any chinks in the armor.

Most consumers (86%) say that authenticity is important when deciding which brands they like and support (Stackla, 2022.). They want to know that the organizations they choose to work with are focused on more than image and profits—but also on their values, purpose, and impact.

Authenticity is also essential for building trust with your audience, which 81% of consumers say they need to feel before purchasing from a brand (Edelman). Once it’s earned, trust can be a powerful driver of sales, engagement, and long-term brand advocacy—all of which contribute to sustained business success.

How to Ensure Every Touchpoint Feels Authentic

1. Know Who You Are and Stay True to Your Values

Make sure your core values are apparent in every aspect of your organization. For instance, if your company prizes sustainability, this commitment should be reflected in everything from the materials you use in your products to the messages you share.

Keep it simple. When you communicate, your audience should feel like they’re engaging with a real person, not a faceless entity. Embrace a tone that feels approachable and human, rather than overly polished and corporate.

2. Be Transparent—Even When It’s Uncomfortable

Transparency is a cornerstone of authenticity. Consumers appreciate honesty, even when it means addressing mistakes or challenges. If you make a misstep, own up to it, and show your audience how you plan to make things right. Being perfect is less important than learning from mistakes and evolving; being open and honest about your journey can help your audience relate to your brand in a more meaningful way.

3. Engage with Your Audience in Real-Time

Authenticity isn’t just about what you say—it’s also about how you listen and respond. Engage with your audience in ways that show you’re genuinely interested in what they have to say. Respond thoughtfully and promptly to comments on social media, ask for feedback, and actively listen to their concerns and suggestions. People appreciate feeling heard, and it can help you foster an authentic relationship based on mutual respect.

4. Share Behind-the-Scenes Content

Giving your audience an inside look at how your brand works is a powerful way to connect with them. This could include introducing your team, showing how your products are made, or sharing your organization’s story—whatever helps humanize your brand. Seeing the real people behind your mission or business makes your brand feel more tangible, and builds a stronger emotional connection.

5. Be Consistent Across All Channels

Authenticity is also about consistency. Every touchpoint—whether it’s a customer service call, a social media post, an email, or a sales presentation—should reflect your brand’s unique voice and core values. This helps reinforce the trust you’ve built with your audience. If your brand feels different depending on the platform or the interaction, they will likely feel confused or disconnected.

6. Tell Authentic Stories

Storytelling is one of the most powerful ways to connect with your audience. Whether it’s sharing the journey of how your company was founded, highlighting customer success stories, or showcasing the impact of your nonprofit’s work, the stories you share should be grounded in your values and reflect the human side of your brand.

Storytelling is also about how the story is told. Keep your story honest, relatable, and heartfelt—and avoid using overly polished, scripted messaging

Conclusion

In our noisy world, authenticity is much more than a marketing strategy—it’s the foundation of building meaningful connections with your audience. It’s also a powerful differentiator. When you show up as your true self, stay true to your values, and are transparent and consistent across touch points—your audience will reward you with their trust and loyalty.

Want to explore how to ensure your content consistently and genuinely reflects the heart of your brand? Let’s chat. Book a free discovery call.

Keep it Real: How Authenticity Builds Trust and Brand Advocacy