Digital Marketing

The Importance of Authenticity In Marketing [Video]

Picture of Victoria Chemko
By Victoria Chemko

As the world changes, it seems like more and more people have been losing trust -- not only with people, but also the companies and brands that they do business with. Ultimately, humans want to do business with other humans, and ensure that they are working with and purchasing products and services from others who align with their core values and beliefs, and who are also genuine and reliable.

With that in mind, authenticity in marketing is more important than ever. Here are some key considerations that will help you understand why.

1. Stay True to Brand

There is no point in being all things to all people - you need to stay true to your brand and to your specific audience. You’ll never resonate with everyone -- so stop trying -- you should focus your branding and marketing towards those who have similar values and fall within your buyer personas or target audience.

It’s a very competitive world and brand authenticity is critical for consumers when making a purchase decision. Staying true to your brand, communicating with clear language, showing you value your customer, and showing that you care about more than a sales number is just as important as the products and services you offer.

2. Mentorship: Educating / Teaching / Helping

On that note, treating your audience only like your next sale won’t entice anyone to buy from you. Instead, be helpful - educate and teach what you love to your audience. Provide solid advice and value on a regular basis, and build trust and authority naturally over time. If someone then wants to work together, they will do so if they feel a solid relationship and that your offering resonates - this will also ensure that it’s a win-win for everyone and will lead to the best results.

And if not, then so be it - you’ll have shared something with the world while being beneficial to your audience. 

3. Honesty is the Best Policy 

There is no point in hiding behind a veil - eventually, people will learn what is underneath it - it’s just a matter of time and energy to get to that point. Doesn’t it make more sense to be transparent and honest about who you are as a brand and a business from the start?

People can sense dishonesty and ulterior motives, and won’t want to interact with businesses that have a self-serving agenda. Put in the work and consistency to help those you wish to serve and build trust.

4. Being Human, Faults & All

Authenticity means being human, faults and all. It is when our actions and words align with our values. It is being ourselves, genuine and real. In all your interactions with your audience, not just your “marketing,” use real language, and reflect the values of your business, without being afraid to share both the negative and positive. This will lead to respect and trust over time.

5. Empathize with Your Audience

In order to empathize with your audience, you need to really listen to and interact with them. This means seeking to understand and serve your customers and those in your audience that may be interested in what you have to offer. Demonstrate your values and be there to meet the needs of the people you wish to serve.


To emphasize authenticity in your marketing strategy, note the following points:

  1. Stay True to Brand
  2. Mentorship
  3. Honesty is the Best Policy
  4. Being Human, Faults & All
  5. Empathize with Your Audience.

Now that you know more about why authenticity is so important for your marketing strategy, please check out our recent blog posts covering useful Inbound Marketing tips Inbound Marketing tips.


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