Maintaining Authenticity While Staying True to Your Brand
With so much content created by algorithms and AI, people are craving something real. They want to know the people and the purpose behind the brands they follow. That’s why authenticity matters so much. If your audience doesn’t trust what you say, it doesn’t matter how polished your posts look. Brand trust is what keeps people coming back and what helps your brand build lasting relationships. The hard part? Figuring out how to stay true to your brand while also being relatable. Here’s how you can do it.
Start with strategy
Every strong social media presence begins with a strategy. Ask yourself, how do you want your brand to come across? Maybe you want to be seen as an expert in your industry. Or you’d rather come off as approachable and casual. Either way, your brand personality needs to be consistent across all your social channels. This is where your strategy comes into play. Your brand guidelines should be a framework that supports your voice and identity. They shouldn’t restrict you so much that your posts sound stiff and devoid of personality. Instead, they should be a tool that keeps you focused while giving you space for creativity.
Share your story
Every brand has a story, and people want to hear it. How did your company start? What challenges have you faced and overcome? What impact do you want to make in your community or industry? Stories are powerful. They make your company feel human. They also help your audience understand your values. Instead of hopping on every trend to be relevant, focus on showing how your values play out in real life. For example, if your company cares about community, show how your team volunteers or supports local initiatives. Telling your story doesn’t have to be limited to larger campaigns. Weave it into your everyday posts, company highlights, and even behind-the-scenes looks at how your team works together.
Put a face to the name
People connect with people, not logos. Social media is a great place to highlight the humans behind your brand. Introduce your team members, from executives to interns. Show them in action! Share the project they’re leading, the volunteer work they do, or just share simple fun facts about their lives. When people see your employees talking about their favorite ice cream shop or hobby, it can make your brand feel approachable and genuine. Also, remember not to take yourselves too seriously. Social media doesn’t have to be formal all the time. Humor and personality go a long way in making your brand memorable.
Be intentional in everything
Not every trend is worth jumping on. In fact, chasing every viral moment can make your brand look opportunistic and insincere. Before you create content, ask if it aligns with your values and whether it feels natural for your audience. It’s also not just about what you post, but how you create it. For example, relying on AI-generated art might save time, but it can also come across as impersonal. Hiring or spotlighting real artists and creators is a better way to show that your brand values people and community. The effort you put into being intentional will show, and people will respect it.
Be authentic inside and out
Authenticity goes beyond social media. It starts in your office with your team. Do your employees believe in your mission? Do they talk about it in ways that feel genuine? If your team isn’t sold on your values, it will be difficult to convince an outside audience. Encourage your employees to share their experiences, whether that’s how they’ve seen your values play out at work or how your company has supported their growth. Their voices will make your brand identity and story stronger. Empower them to share their stories on LinkedIn to showcase your company culture to a wider audience.
A real life example: Patagonia
Patagonia is a great example of brand authenticity. Their mission is to make high-quality gear that lasts, and they back that up with their initiatives. They offer repair services, run a secondhand shop for gently used gear, and fund conservation programs. They don’t stop at products and policies. Patagonia regularly shines a light on the people behind the brand and the customers who use their gear. Check out their socials to see stories and photos of their customers in action. They are eager to share real stories about real people who align with their brand identity.
Why authenticity matters
Trends are fleeting, your brand’s story isn’t. When people feel that your brand is authentic, they are more likely to trust you, stick with you, and recommend you. Over time, this trust builds a stronger identity that will last. If you stay true to your story, your people, and your values, your social media presence won’t just look good, it will feel good too. Who wouldn’t want to be a part of that?
Emily Newberry
Account Coordinator