Authentic was the word of the year in 2023, and three years later, the idea of being authentic is still as relevant as ever for businesses and brands. It’s not so much about following a trend. Authenticity is a lot more than that.
Authenticity drives connection by showing customers brands that are relatable and that match their interests and values. Authenticity is about telling your story in a genuine and real way that rings true to your target audience.
There are many definitions, but essentially, authenticity is being yourself. As an individual, this is difficult enough, especially in the professional sphere. But as a business, being yourself feels near to impossible when the identity of a business is the sum of each member that makes it unique. Sure, a business may have a set of values, but your values are not the same thing as your claim to authenticity. Does having environmental values make your business authentic? No, it doesn’t, and that is why a lot of businesses struggle when it comes to building an authentic presence. Where do you start?
Your Real Voice
What is your business voice?
This can be a delicate question, especially for small businesses that have developed without needing to define their voice and tone. When the business reaches the point of growth when it can recruit new members for the team, creating content may become the task of a new hire who is not familiar with the specific lingo of the brand. That’s precisely why it is essential to spend time defining and describing what your unique brand voice should be. This will avoid disparities and confusion.
But the problem remains even when there is no newcomer to the business. For small businesses, content creation can be time-demanding, and as a result, more and more are turning to AI for support. While AI can feel like a quick and effective solution, in reality, it can be unreliable, and the content it generates can harm your brand if you’re not careful. When authenticity is the priority, the impersonal tone of predictive phrase generation is the last thing you want.
What You Choose to Show
Your digital marketing strategy should include a road map on where and how to show authenticity. Web content is one thing, but this is typically used for informative purposes.
When it comes to authentic connections, customers prefer to turn to social media. That is why you want to ensure that your social media strategy is effective and designed engage with the right people and share the right messaging.
Ultimately, there is no point in designing internal guidelines on your business identity and voice if your team is not trained to stand out on social media in a way that supports your brand. This means being able to:
- Create genuine social media content (that doesn’t need to feel too polished)
- Resonate with the audience through relatable messages
- Generate interest and engagement
Authenticity on social media is more than being faithful to the brand identity. It’s a balancing act designed to show the unique truth of your business while embracing the many voices of your team as one.
In the big year of 2026, businesses have no choice but to learn how to be authentic. No matter how challenging it is, it is instrumental to existing in a complex and constantly changing market environment. It’s time to learn how to be yourself as a business.