The Real Deal: Brand Authenticity, Why It Matters, and How to Cultivate It

Written by Molly Lorden

Account Executive

In a world where consumers are bombarded with hundreds of advertisements every day, people are choosing to engage with brands that resonate with them. Products are now secondary to the true commodity: authenticity.

Photo courtesy of dreamstime.com

Researchers have identified four key elements that brands must harness to be perceived as authentic: continuity, credibility, integrity and symbolism. Brands that succeed in these areas will cultivate loyalty that leads to long-term financial success.

Continuity is all about consistency. Coca-Cola is a prime example: its classic logo, bottle shape, and even the taste of the drink have remained recognizable for over a century. When Coca-Cola attempted to introduce a “New Coke” flavor in the 1980s, loyal customers revolted, demonstrating that what people truly value is tradition and brand heritage.

Credibility means delivering on promises. Patagonia has mastered this through a tangible dedication to its cause. By donating profits to environmental causes, Patagonia has built a reputation for honesty. In 2011, the company ran a full-page ad titled “Don’t Buy This Jacket,” encouraging customers to consider the environmental impact of every purchase. Consumers value and reward this transparency, making credibility a key driver of consumer trust and, consequently, sales.

Integrity exists in doing the right thing, even when it doesn’t benefit you. When Johnson & Johnson faced the Tylenol crisis in 1982, the company immediately pulled all bottles off the shelves and invented tamper-proof packaging for over-the-counter drugs. This response showed that consumer safety took precedence over short-term profit, setting a new industry standard. Acting with integrity ultimately strengthens a brand’s relationship with customers and encourages them to keep coming back.

Symbolism relates to identity, and is the trickiest one for brands to master. People want to engage with brands that reflect the person they are or the person they hope to become. Think of Glossier, Nike, and Apple. What types of consumers come to mind? These brands aren’t just selling products; they’re selling membership to a particular aesthetic or group. When a brand becomes intertwined with self-expression, consumer loyalty deepens and sales continue to rise.

Even with an understanding of these concepts, harnessing brand authenticity can be challenging. If a brand seems to be trying too hard to appear genuine, audiences will see it as “fake.” The key is to ensure messaging, history, and actions are all aligned. Authenticity isn’t built overnight. It’s built steadily, through consistent choices and a genuine commitment to values.

For businesses, especially those in overcrowded markets, authenticity is what earns attention, builds connections and creates lifelong customers. Today, a brand’s golden ticket to success is convincing consumers that they truly are the real deal.