Understanding Brand Authenticity and Core Values

When you set out to build a company that is good for society, how do you make sure your intentions go beyond just window dressing? In the 21 years that I have written about startups for Bloomberg Businessweek and Fortune and WIRED, I've seen a lot of companies make short-sighted decisions that compromise their social goals. They blame the economy, or the stock market, or a competitive business landscape. They say it's impossible. But companies like Warby Parker prove it’s possible to build a strong business that does good, *even* after 16 years and *even* in this economy. So how do we ensure that purpose stays at the heart of our work? Cofounder Neil Blumenthal shared his thoughts on a recent episode of the #HelloMondayPodcast: 1. Define Clear Values: Purpose can’t just be a buzzword. Embed your company’s core values into everything you do—from how you hire and treat employees to the sustainability of your supply chain. 2. Measure and Share Impact: Be transparent about your goals and track your progress with hard data. Share what’s working, and just as importantly, what’s not. True commitment to change means accountability, not perfection. 3. Engage Stakeholders: Your employees, customers, and communities should have a voice. Create feedback loops that allow for honest input and adjust your approach based on their needs, not just what looks good in a mission statement. 4. Lead by Example: It’s not enough to talk about doing good—your leadership needs to embody these values. Authenticity comes from action at every level of the company. We don't have to sacrifice social impact for growth. It takes intentionality and accountability, but it’s possible to stay true to mission. And: Big gratitude to Leanne Pittsford & the Lesbians Who Tech & Allies Summit for inviting us to record this episode live in September in New York City! What do you think? How can businesses balance purpose with profitability in today’s challenging environment? Who is doing it well?

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?

When I started LMB Group years ago, I quickly realized that while having a great service was essential, our commitment to our core values truly set us apart. Integrity, sustainability, and community weren't just buzzwords; they were the foundation of everything we did and still do. This just reminds me of an impactful experience during the early days of LMB Group. We had a choice to take on a lucrative project that didn't align with our values or stick to our principles and risk significant financial gains. We chose the latter, and it was a defining moment. It reinforced the importance of staying true to our values, no matter the cost. There's an art and science to developing products, services, and a business. But what if you applied that same art and science to working in alignment with your values? Hear me out, this will get clearer. In business, the art lies in crafting unique ideas, designing appealing products, and telling compelling stories that connect with our audience. The science involves leveraging data, optimizing processes, and continuous improvement through research and development. Right? Right. Why am I giving you this backstory? Marrying the art and science of business development with our core values helps us create a cohesive and authentic approach that builds trust and loyalty among our stakeholders. For 14-plus years, we have waxed stronger because our business practices are not only effective but also meaningful and sustainable in the long term. Here's what you can take away from this for your brand or business: Applying the art and science of these values means: - Crafting a vision and mission statement that reflects your core values and guides your business practices. - Designing your brand to visually and conceptually represent these values. - Creating marketing and communication strategies that resonate with your values and connect authentically with your audience. It also involves: - Implementing policies and procedures that ensure ethical behavior and decision-making. - Using data to track and improve the environmental and social impact of your business. - Regularly reviewing and adjusting your strategies to stay aligned with your values, using feedback and analytics. It is a new week to integrate your values into every aspect of your business, so you can foster trust and loyalty among your stakeholders, and ensure long-term success and sustainability. This path isn't always the easiest, but it's the most rewarding. Staying true to your values will help your business flourish in ways you never imagined. #PurposeDriven #CEO #Marketing #Impact #SuccessStrategy #BrandBuilding #Partnerships #ThePathRedefined

Now that I have your attention, let's talk about values. Values are the unyielding principles that guide your organization. They are the essential, enduring tenets that are written on your organizational DNA. They have intrinsic value and drive who you are, what you do, and how you behave — without exception, internally and externally. Anybody can write "integrity" on a white board and call it a day. Patrick Lencioni, the author of The Five Dysfunctions of a Team, has said that coming up with real values — and sticking to them — requires real guts. It takes imposing a set of fundamental beliefs on a broad group of people and holding to them, even when it's hard and no one is looking. That requires commitment, vigilance, and unwavering leadership. But there's a strong upside: Owning and living a real, actionable, measurable, and culture-building set of values is also a strategic competitive advantage. 👉 Real values are cultural unifiers. They bring your team together by articulating what you believe to be true that drives you to do what you do, beyond simply making money. (Money as a driver of loyalty gets old quick.) 👉 Real values unite brand and consumer. Recent World Economic Forum research said that, from 2013 to 2021, the share of US consumers who made buying decisions based on shared values with a brand rose from 50% to 66%. (Two-thirds of your consumers are watching you.) 👉 Real values push away your competitors by clarifying your WHY. Apple's value of creating groundbreaking products that enrich people's live led them to create very different products from brands like Microsoft, HP, and Sony. (Thankfully.) Your values are not simply what you say they are — they're what you actually do, every day. What are your organization's REAL values? #branding #values #brandvalues #brandstrategy #leadership

Revealing Core Values And how business reflects our true essence Our core values are not merely words on a plaque or a slogan on a website. They are the guiding principles that shape every decision, interaction, and outcome. Business, in its essence, serves as a mirror reflecting the true nature of individuals and organizations alike. A topic that is VERY close to my heart ✅Ethical Compass- Navigating the complex landscape of commerce, our ethical compass guides us. Whether it’s choosing between short-term gains and long-term sustainability, prioritizing integrity over expedience, or fostering a culture of transparency, our actions in business reveal the depth of our ethical convictions. ✅Commitment to Excellence- True dedication to excellence is not just about achieving milestones or meeting targets. It’s about the relentless pursuit of improvement and innovation. Our commitment to excellence, we demonstrate our unwavering pursuit of quality, creativity, and progress. ✅Empathy and Collaboration- Business is inherently relational(actual humans😏), built on networks of interactions and interdependencies. How we engage with colleagues, clients, partners, and communities speaks volumes about our capacity for empathy, collaboration, and inclusivity. It’s through these connections that our core values are tested and strengthened. ✅Resilience and Adaptability- The business landscape is marked by uncertainty, volatility, and disruption. How we respond to adversity, pivot in times of change, and persevere in the pursuit of our goals reflects the depth of our character and the resilience of our values. ✅Impact and Purpose- Beyond profit and bottom lines, business has the power to create meaningful impact and serve a higher purpose. Whether it’s through corporate social responsibility initiatives, sustainable practices, or purpose-driven missions, our actions in business reflect our commitment to making a positive difference in the world. Every transaction, negotiation, decision, and interaction in the business world is an opportunity to embody our values and demonstrate our true essence. By aligning our actions with our core values, we not only shape the success of our enterprises but also contribute to a more ethical, inclusive, and sustainable future. Strive to lead with integrity, purpose, and compassion, knowing that in business, as in life, our true core values are revealed. Always. 💕CB

Brands that stand for something beyond profit are winning the hearts of young consumers.  But here's the catch: it's not enough to talk the talk. You've got to walk the walk. Young consumers are smart. They can quickly tell when a brand is being insincere. So how can brands champion causes without being called out for faking it? The key is authenticity. It's about aligning your actions with your words. Here's how: 𝐒𝐭𝐚𝐫𝐭 𝐟𝐫𝐨𝐦 𝐰𝐢𝐭𝐡𝐢𝐧 ↳ Your cause should reflect your company's core values. 𝐓𝐡𝐢𝐧𝐤 𝐥𝐨𝐧𝐠-𝐭𝐞𝐫𝐦 ↳ One-off campaigns won't cut it. Show ongoing commitment. 𝐁𝐞 𝐭𝐫𝐚𝐧𝐬𝐩𝐚𝐫𝐞𝐧𝐭 ↳ Share your journey, including the stumbles. People respect honesty. 𝐈𝐧𝐯𝐨𝐥𝐯𝐞 𝐲𝐨𝐮𝐫 𝐜𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐲 ↳ Let your customers and employees guide your efforts. 𝐌𝐞𝐚𝐬𝐮𝐫𝐞 𝐢𝐦𝐩𝐚𝐜𝐭 ↳ Show real results, not just feel-good stories. It's not about being perfect. It's about being genuine in your efforts to make a difference. When you truly care about a cause, it shows. And that's what resonates with the younger generation.

: 😩 “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