If there was ever a perfect case study for how far authenticity can get you, it happened when he who shall not be named made it all the way to the White House. Against all odds, he captured the electoral college votes and secured the presidency. There has been much analysis of how it happened, but here’s another point of view: he was unfailingly authentic. He was who he was. He didn’t change. He didn’t apologise. He said what he thought. He was unfiltered. With his appropriateness filter seemingly non-existent, he just let it all hang out.
Those who loved him took their own meaning from his words. Those who opposed him and everything he appeared to stand for were horrified.
But enough about him—let’s talk more about the buzzword and notion of authenticity. We’ve all heard it a thousand times: “Be authentic in your communications.” Cue the eye roll. What does that even mean anymore? Is it just about telling the truth and not being dodgy?
Before the rise of social media and the explosion of user-generated content, we had a pretty good handle on where information came from and what agenda might be at play. But now? It’s a whole different ball game. When facts are labelled “fake news” and misinformation is presented as truth, authenticity isn’t just a buzzword—it’s a lifeline for brands navigating this complex landscape.
People don’t like to be scammed, ripped off, or lied to. Shocking, right? There’s also a generational shift in values. Millennials and Gen Z are more likely to prioritize authenticity, ethical practices, and social responsibility. And woe betide any brand that tries to greenwash its way into their good books.
At the end of the day, we all want to trust the people we do business with and the products we buy. Authenticity isn’t just a marketing strategy; it’s a necessity. So, let’s cut through the noise, ditch the spin, and focus on being real. Because in a world full of smoke and mirrors, authenticity stands out.
Here are three principles to adopt.
- Be Transparent and Honest
Share information openly with your audience. If mistakes happen, acknowledge them promptly and explain how you’re addressing them. Honesty builds trust and credibility. - Align Actions with Values
Clearly define your brand’s values and ensure that every communication and action reflects them. Consistency between what you say and what you do reinforces your authenticity. - Engage Genuinely with Your Audience
Listen to your customers and respond thoughtfully. Foster real connections by showing empathy and understanding. Let the human side of your brand shine through genuine interactions.
A little about Spinifex
Our approach is simple: be real. We work with you to uncover your brand’s true voice and values, ensuring that every message you put out there reflects who you really are. No spin, no fluff—just honest, transparent communication that resonates.
We’re here to help you cut through the clutter and connect with your audience in a genuine way. Let’s chat!
