True to You: Building Brand Authenticity that Matters

The fastest way to connect with someone is to express genuine interest in something they fundamentally believe in. The same goes true with connection between businesses and consumers. Now, perhaps more than ever, it is critical for brands, companies and organizations to engage in socially relevant conversations and do so with authenticity. [BLM, climate change, diversity]

Brand authenticity is the quality of connection between what a brand says they care about and what they actually do about those goals or interests. It’s partially about “talk the talk, walk the walk” but also around whether or not we a consumer believes that a certain company is authentically aligned to their values and the cause they are interested in.

The question isn’t whether or not your company should invest in helping causes, the question is which causes do you align with that also enforce your brand values and the way you operate.