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Profitable companies are often the ones perceived to be authentic. Straight forward and honest branding campaigns build loyalty. The most effective way to attract customers to your business and keep them is by getting real. You do this by consistently aligning your marketing efforts with your mission statement. This makes you more credible to your target audience. Brand authenticity needs to be perceived as reliable, respectful, and real. We feel inspired by authentic brands and emotionally invested in their success.

According to studies, 60% of customers say they are looking for brand authenticity and they perceive more than half of all companies as disingenuous. Adding a celebrity to your ad campaign will not help. Only 23 percent of the public say content from celebrities and influencers are impactful. 60 percent of consumers are influenced by what their family and friends say on social media. More than half of millennials will go to a restaurant if a friend posted about it on social media. User Generated Content (UGC) is the key to authenticity. Coaching can help you create your own content.