Why Trying to Be Real Makes You Fake
Here's a paradox: the moment a brand tries to prove its authenticity, it risks becoming inauthentic. It's like telling someone how humble you are - the very act contradicts the claim. Yet every day, brands fall into this trap, firing off emails about their "authentic connections" and filling LinkedIn feeds with posts about their "brand truth."
Imagine sitting with a brand leader who never mentions the word "authentic" once. Instead, they speak about the problem keeping them up at night, the solution their team has obsessed over, and the customers whose lives they hope to improve. That's what genuine authenticity looks like—not as a marketing strategy but as the natural byproduct of passion and purpose.
Consider Tesla's early days, when they were just a small team of engineers who believed electric cars could be magnificent, not just practical. They didn't run focus groups on authenticity or brainstorm authentic messaging. They were too busy proving that sustainable transport could be thrilling. Their authenticity emerged naturally from their obsession with the problem they were solving.
In the digital maze of sponsored content, targeted ads, and AI-generated messages, something interesting is happening. People aren't just getting better at spotting what's real - they're actively seeking it out. They're looking past the polished presentations and perfectly curated feeds, searching for brands that stand for something.
Take Oatly. When entering the US market, they skipped the usual splashy campaigns and influencer partnerships. Instead, they showed up at small coffee shops, talked to baristas who cared deeply about their craft and built relationships one conversation at a time. Their growth came from baristas who genuinely believed in their product, not from marketing claims about authenticity.
Ten years ago, a brand's public image and internal reality could exist in separate worlds. Not anymore. A single tweet from the warehouse floor can shatter a carefully crafted PR narrative, and an employee's TikTok can reveal more about company culture than a dozen corporate statements.
Think of how a Starbucks barista's behind-the-counter video can rack up millions of views or how an Amazon driver's delivery route story can spark nationwide conversations about working conditions. This isn't just about social media - it's about the dissolution of walls that once kept a brand's inner workings hidden from public view.
When a company says it values sustainability, people don't just read its environmental report—they check employees' social media posts about recycling practices. When a brand claims to care about worker welfare, current and former staff share their experiences on Glassdoor and Reddit within hours.
In an era where chatbots answer customer questions and algorithms predict shopping habits, something unexpected is happening: authentic human connection has become more valuable, not less. It's like finding a handwritten note in a sea of automated emails - the contrast makes it matter more.
Digital tools and AI are reshaping how brands operate, but they're also highlighting what technology can't replicate: genuine human understanding, intuition, and care. When a customer service rep goes off-script to solve, a unique problem or a store manager bends a policy because they understand the human context - these moments stand out precisely because they can't be automated.
The most powerful thing a brand can do is stop trying to be authentic and be itself. When brands focus on solving real problems and creating genuine value, authenticity follows naturally. It's not about crafting the perfect message or following a strategic playbook. It's about the courage to drop the act and do what matters.
Take the rise of AI-generated content. As it becomes more prevalent, people appreciate content created by real humans with real experiences and perspectives. When brands find ways to use technology while preserving human judgment and empathy, something powerful happens. A bank's app might handle routine transactions perfectly, but the branch manager remembers to ask about your daughter's graduation.
The path forward isn't about better authenticity strategies or finding new ways to convince people you're real. It's about fundamentally shifting how we think about brand building. This means having the courage to make more complicated choices that might not show immediate ROI but create lasting value.
Let's break down what this looks like in practice:
Solve real problems instead of crafting messages about solving them: When your team meetings focus more on customer problems than marketing messages, you're on the right track. Picture a software company that spends 80% of its resources on improving user experience and 20% on marketing rather than the reverse. Or a food brand that invests in sourcing better ingredients before telling everyone about their quality.
Let your work speak instead of talking about how authentic you are: Think of it like expertise - true experts rarely need to announce their credentials. They demonstrate their knowledge through actions and results. The same applies to brands. When you're doing meaningful work, others tell your story for you. Your customers become your storytellers, your employees your best advocates.
Focus on your purpose instead of your image: This means making decisions based on your core mission, even when unpopular or uncertain. Consider outdoor retailer REI closing on Black Friday—a decision initially seemed counterintuitive but perfectly aligned with its purpose of getting people outdoors. Or a small brewery turning down a lucrative distribution deal because it would mean compromising on ingredient quality.
Build genuine relationships instead of relationship marketing strategies: Real relationships don't scale quickly, and that's okay. They're built one interaction at a time through consistent, honest engagement. This might mean a CEO responding to customer emails or a restaurant owner remembering regular customer preferences. These connections can't be automated or outsourced - they require genuine human investment.
Be consistent in actions rather than messaging: Consistency in actions means making decisions that align with your values, even when difficult. It's about maintaining quality standards during supply chain challenges, supporting employees during tough times, or admitting mistakes when they happen. This kind of consistency builds trust more effectively than any messaging strategy.
The challenge with this approach is that it requires patience. Building authenticity through action takes longer than crafting authentic-sounding messages. It means being comfortable with slower growth if it means stronger foundations. It requires trust that consistently doing the right thing will yield better results than repeatedly doing the expedient thing.
Consider how this might play out in your organisation:
• What if your next brand meeting focused entirely on solving customer problems rather than crafting messages?
• What if you measured success by customer stories rather than engagement metrics?
• What if you evaluated marketing ideas based on how well they reflect what you're already doing rather than what you want to be seen doing?
This cycle of authentic action leading to authentic recognition creates a sustainable growth pattern. It's harder to fake and more challenging to copy, but ultimately more valuable and lasting than any manufactured authenticity campaign.
The most authentic brands never set out to be authentic. They make great products, solve meaningful problems, treat people well, and make a positive impact. Their authenticity is simply a byproduct of doing what matters.
That's the real lesson: authenticity isn't a destination you can reach by trying. It's what happens when you stop trying to be authentic and start being purposeful instead.
The future isn't about finding new ways to appear authentic. It's about the courage to abandon appearance and focus on what matters: solving real problems, creating genuine value, and building meaningful connections. Everything else is just noise.
