Authentic Brands create a community bigger than themselves

Picture this: A woman in Toronto has just bought an Isabella Fiore handbag, and is showing it off on Instagram. She comments on the bag's style and features but her followers aren't looking at the handbag— they're focused on its brand name. They recognize the label from seeing it in a store or scrolling through their Instagram feed. Suddenly, they're curious about the brand Isabella Fiore and the woman who designed it—what inspired them? What's their story?

Brands looking to reach beyond their immediate consumer base understand authenticity is the key to reaching far-reaching markets. Brands that are perceived as authentic by consumers are more likely to be noticed, get shared and drive business growth. Brands that tell their story authentically build communities of brand loyalists who want to share the message with everyone they know. The authentic brands we all love understand what it means to be authentic-cultivating lasting relationships with consumers through compelling content that is both entertaining and informative. Brands like these understand that authenticity is at the core of everything they do, creating meaningful experiences for their communities. Authentic Brands create a community bigger than themselves.

Authenticity isn't easy to define; it's not something you can fabricate overnight or outsource to your marketing agency—it should be deeply ingrained in all that you do.

Brands that understand authenticity aren't trying to be something they're not, they're living the truth of who they are and sharing it with their community through compelling content. Brands that get it right create a story worth sharing and communities that believe in the message.

Here are some examples of what authenticity looks like—and why it works:

Jack Daniel’s – Brands need to be genuine and stand for something. Jack Daniel's tells a powerful story about a man, his family, a new product and what they mean to him. It's the brand's authenticity that draws consumers in time and time again. If you ever visit their headquarters in Tennessee, you'll find that it's exactly what you'd expect: the first distillery built on family, friends and tradition.

Isabella Fiore – Brands need to embrace failure. When Isabella Fiore didn't meet her Kickstarter goal, she used it as a learning experience and turned it around by building an audience for the next collection using social media influencers who not only shared the message but also created content inspired by the line. Brands that tell their story authentically create a community who inspires and enables them to do better.

Red Bull – Brands need to be different. Brands that get it right create their own category, Red Bull is the perfect example of this. Brands that tell their story authentically blur lines between storytelling and advertising because they have the same goal: inspire people to believe in something bigger than themselves, and experience everything life has to offer.

Nike – Brands need to embrace controversy. Brands that get it right are fully aware of the criticism they face—and choose not to let it define them. Brands that tell their story authentically are decisive, they know what side of an issue they stand on and the decisions they make are a direct result of that. Brands like Nike choose to live their values, regardless of the backlash.

In today’s digital world, authenticity is easier to spot. Brands need to demonstrate transparency and inspire trust from consumers because once it's lost, it's almost impossible to get back. Brands can earn trust by being real about challenges, honest with their marketing efforts and clear about the choices they make. Brands that are authentic are transparent, open to feedback and are willing to make mistakes because it allows them to learn. Brands that speak authentically establish an emotional connection with consumers where there is no difference between the creator of a message and the one sharing it. Brands that tell their story authentically build communities that want to support them, not because they're being advertised to but because they believe in what is being shared with them. Brands that embrace authenticity go beyond just telling stories—it's living the truth of who you are every single day.

In a nutshell, if you haven't noticed, I am saying that simply being a real human being, and trying to do good and stand for what you believe in, is what authentic brands are all about at their core.