Factors That Create Brand Authenticity

Your product tells a story. It's not just about what it does, but what it represents. I once worked with a brand that made outdoor gear. They could have focused solely on technical specs and durability. Instead, they chose to highlight how their products enabled people to connect with nature and find peace away from modern stresses. This approach transformed their entire customer experience. Product descriptions went beyond features to paint a picture of serene campsites and soul-nourishing hikes. Imagery showcased real people using the gear in breathtaking natural settings, not just studio shots. Even their packaging told a story, using recycled materials and including notes about environmental conservation. Every touchpoint reinforced their mission of fostering a deeper connection with the outdoors. The key is authenticity. Your product should be a physical manifestation of your brand's values and purpose. When done right, it becomes more than just an item - it's a vehicle for the change you want to see in the world. Look closely at your offerings. How can they better embody your mission? What story are they telling your customers? Make your products a tangible expression of your brand's ethos, and watch as customers connect on a deeper level.

When I worked at Hallmark, I was involved in many brand and innovation projects, where I learned that people are very predictable! The factors we consider when engaging in or purchasing from a brand haven't changed much fundamentally, although the manifestation of those factors are different than they were 10-20 years ago: 1. VALUE: Do I feel good about what I get for what I give? Challenge: Low-cost options abound and many are "good enough." There are fewer product types consumers feel precious about these days, especially younger consumers who are accustomed to the Temu and Shein versions of everything. If there's not added value, like a great experience, forget it. Workplace equivalent: Am I getting paid and appreciated for the work I do? Is my experience enhanced? 2. CONVENIENCE: Is it easy and efficient for me to engage with you? Challenge: We've been dealing with online shopping for a long time now, but same-day delivery and free shipping create major barriers to entry for the little guys who seek to compete on this dimension. Subscriptions help counter this, but they require consumers to think ahead (and to think of you when they think ahead). Staying top of mind is expensive. Workplace equivalent: Do I have the flexibility I need? Am I free to work in ways that maximize my output? Am I facing unnecessary barriers? 3. AFFINITY: Do I feel emotionally connected to your brand and/or solutions? Challenge: Today, this is both quicksand and a rocket ship. Consumers move swiftly to boycott if they don't like your positions or decisions, and social media spreads negative sentiment like wildfire. At the same time, they'll support you with their social capital and money if they DO like your positions and decisions, and that spreads like wildfire too. Workplace equivalent: Can I trust you to be who you say you are, and does that align with how I see myself? When I talk about you to others, am I amplifying good or bad traits? 4. STATUS: Does being associated with your brand and/or solution give me credibility or make me feel good/important/enriched/happy? Challenge: Trends cycle faster now, and the more polarized we are, the more powerful #1 and 3# become. For increasing numbers of people who may feel discarded or disenfranchised, feeling valued and aligned overshadow the desire for status. If you're not there for them, they don't want to be there for you. Workplace equivalent: For many professionals, the days of caring more about working for a big brand than working for a good company that sees, respects, values, and protects them are behind us. They tried that and learned the hard way that bigger does not mean better. Interesting times, indeed. What consumer drivers did I miss? And how do you see them differently today than in years past? #marketing #consumer #brands #products #retail #wearethewaymakers #betheway #thewaymakerschangegroup #leadership #workplacewellness #culture #consumerinsights #employeeinsights

There are five human truths that marketers can’t outsource to machines. These will become the core pillars of brand humanity in the Intelligence Age: 🧵 1. Authenticity The courage of founders and spokespeople to show up as their full selves — clear about who they are and what they stand for. People don’t buy from logos; they buy from people. 2. Emotion Crafting stories, messages, and positions that speak to both the heart and the mind. As Simon Sinek put it: People don’t buy what you do, they buy why you do it. 3. Creativity Thoughtful design, visual identity, and brand expression that signal taste, intentionality, and craft. Beauty still matters. 4. Relationship Creating human-led content — even when AI-augmented — to scale your story and build trust with real people, not just personas. 5. Belonging Bringing your audience together through shared experiences — especially in person — to deepen connection and community. What would you add to the list? Are there other human truths you think brands should protect at all costs?

: 😩 “We have a brand… but it’s just not connecting.” I’ve heard that line from sales leaders more times than I can count. But here’s the thing no one wants to say out loud: 👉🏻 If your team doesn’t know your story… neither does your audience. That’s why this week’s guest on 𝐁𝐫𝐚𝐧𝐝 𝐂𝐡𝐚𝐦𝐩𝐢𝐨𝐧𝐬 hit so hard. Angela DiMarco of Phenom Publishing (Uniquely U. Group LLC) dropped insight after insight— and it all started with this 🔥 line: "𝐀𝐮𝐭𝐡𝐞𝐧𝐭𝐢𝐜𝐢𝐭𝐲 𝐢𝐬 𝐭𝐡𝐞 𝐧𝐞𝐰 𝐜𝐮𝐫𝐫𝐞𝐧𝐜𝐲." Let that sink in. ✅ Not the new tagline ✅ Not the new color palette ✅ Not the new reel strategy ❗️The new CURRENCY. X What actually drives connection? X Why do some brands attract loyal buyers and top-tier talent while others fade? ↳ Angela says it’s about digging below the surface. Most of us focus on the 25% of the iceberg we can see: • The visuals • The slogan • The channels But the 75% below the waterline? That’s where your brand actually lives. 🧠 Your mission 🫀 Your values 💬 The way your team talks about you when you're not in the room That’s your 𝐁𝐫𝐚𝐧𝐝 𝐃𝐍𝐀. ❓So how do you use that DNA to drive sales? Angela’s advice was 🔑: ⇢ First: Get everyone aligned on who you are. Put leadership, customer-facing teams, and creative minds in one room. Talk it out. Not just the wins—bring the problems too. ⇢ Second: Make sure your team is being the brand, not just selling it. Every interaction matters: • How you hire • How you treat people • How you show up offline It all tells your story. And when it’s consistent, authentic, and real…? 🔥 People trust you. 🔥 They remember you. 🔥 They buy from you. Think about Monster vs Red Bull vs Bang. All energy drinks. All bold visuals. But each one has a different soul—and a tribe that feels it. Sales leaders—if your reps are struggling to connect, it might not be a script problem. It might be a brand problem. Your brand isn’t your logo. It’s the confidence that comes from knowing exactly who you are and walking in it every single day. 💥 — 👀 Want to hear more of Angela’s insights? Check out the latest episode of 𝐁𝐫𝐚𝐧𝐝 𝐂𝐡𝐚𝐦𝐩𝐢𝐨𝐧𝐬— and ask yourself: Is your brand walking the walk… or just talking the talk? 👇 Tag a leader who gets this. ♻️ Repost to inspire your network. 🔖 Follow Howard Wolpoff, MBA for more. #salesleadership #branding #salescoaching #brandstrategy #authenticity #salesprofessionals #brandchampions #confidence #storytelling The Buzz Daily News Network

HubSpot released its State of Marketing report 2025 and it mentions "authenticity" 15 times. Zero definitions. Apparently “Authenticity” is the hottest marketing trend of 2025. So I did what any marketer would do: Hit Command + F. Because if we’re all supposed to “be more authentic,” someone should probably define it. Spoiler: no one has. And that’s the problem. We’ve turned “authenticity” into a vibe. A casual tone? A reflection of what you've learned? A TikTok collab that feels real? But that’s not authenticity. That’s a costume. If you want your marketing to actually connect in 2025, you need to get real—like, actually real. Here’s what authenticity really means: 1. Authenticity is alignment. Not what you say, but what you do. If your values live in a Google Doc instead of your decision-making, you’re not authentic—you’re aspirational. Consumers can smell the disconnect. And trust me, they’re not buying your campaign if your execs act like it’s 2015. 2. Authenticity is clarity. You can’t be real if you don’t know who you are. Most brands are chasing the next channel, trend, or tool—without a clue what they stand for. And now we’re about to inject AI into that chaos? In 2025, 20% of marketers will use AI agents to plan AND execute campaigns. If you’re fuzzy on your positioning, AI won’t save you—it’ll scale your confusion. 3. Authenticity is ownership. Only 13% of marketers are investing in brand awareness for the first time this year. Wild stat. But not surprising. Because you can’t build trust with dark social ads and sales-led content alone. You want to be real? → Show up in the feed. → Own your point of view. → Tell the story behind the story. (91% of marketers plan to maintain or grow their podcast budgets this year. That’s a step in the right direction.) Again: Authenticity isn’t: > A tone > A TikTok trend > A brand playbook from 2021 It’s: > Clarity > Alignment > And the courage to show up, even when it’s not perfectly polished. Because in a world of AI content overload, real still wins (at least I think so). Warmly, Max ps. Any good brands that I should follow that are actually doing authenticity right in 2025?