Marketing plays a big role in shaping how brands connect with people. But here’s the thing—with so much competition out there, consumers are getting pickier about which brands they trust. Building real, genuine connections through marketing isn’t just a nice bonus anymore—it’s essential.
If you’re looking for ways to make your marketing feel more authentic, relatable, and trustworthy, this post has the strategies you need to truly connect with your audience.
Authenticity in marketing isn’t just a trend. A Sprout Social study found that 90% of consumers care about authenticity when choosing which brands to support. But what does being authentic in marketing really mean? It’s all about connecting with people by being honest, transparent, and staying true to your values.
Here’s why it works:
Source: Sprout Social
Before we explore actionable tips, let’s break down the traits that define authentic marketing.
1. Transparency Builds Trust
Authenticity starts with being transparent. This means being honest about your goals, your products, and even your flaws. Take Everlane, for example—they’re famous for their “Radical Transparency” approach, sharing details like production costs and factory info with their customers.
2. A Strong Brand Voice
Authentic marketing starts with a brand voice that’s consistent, relatable, and easy to connect with. Whether it’s witty, professional, or empathetic, your voice should match your company’s personality.
3. Storytelling That Connects
Real stories with real people create emotional connections that stick. Take Dove’s “Real Beauty” campaign, for example—it featured diverse women sharing genuine stories, feeling much more authentic than overly polished, airbrushed ads.
4. Actions Speak Louder Than Words
People trust what you do more than what you say. It’s not enough to claim your brand supports sustainability or community efforts—you need to prove it. Brands like Patagonia show their commitment by actively participating in environmental activism living their values every day.
Creating authentic connections through your marketing strategy doesn’t happen overnight. Here’s a six-step process to get started:
Step 1: Get to Know Your Audience
You can’t truly connect with people if you don’t understand them first. Use tools like surveys, research, and social listening to learn more about:
With this info, you can create marketing campaigns that really resonate.
Pro Tip: Check out tools like Hootsuite, Google Keyword Planner, or Google Trends to stay on top of the latest consumer trends.
Step 2. Stand for Something Bigger Than Profit
Today’s consumers don’t just want to buy from brands—they want to believe in them. Connect your marketing efforts to a mission or cause that matters. For example:
When you show you’re committed to something meaningful, you build stronger emotional connections with your audience.
Step 3. User-Generated Content: Your Secret Weapon
People trust other people more than they trust brands. That’s why user-generated content (UGC) is such a powerful way to keep things authentic. Get your happy customers to share their experiences, reviews, or photos—it’s great for your campaigns. Take Airbnb, for example. They often feature stories from hosts and guests to give their brand a more personal, human touch.
How to Get Started:
Step 4. Be Honest About Products and Pricing
Customers can tell when marketing feels overhyped or misleading. If your coffee beans aren’t organic, don’t pretend they are in your ads. And skip the “hidden” fees or confusing pricing—nobody likes surprises like that. Being upfront builds trust.
Think about how Warby Parker keeps it real by focusing on affordable, high-quality eyewear without sneaky markups. It works for them, and it can work for you too.
Step 5. Use Your Platform to Connect, Not Just Sell
Nobody likes a brand that only cares about making a sale. Keep things authentic by mixing it up and actually engaging with your audience:
When people feel heard, they’re way more likely to stick around and become loyal customers.
Step 6. Keep Up with Marketing Trends and Feedback
Authenticity isn’t a one-and-done deal. As cultural trends change, brands need to adapt while staying true to their core values. Listen to feedback, make adjustments when needed, and show your audience that you’re paying attention.
Example: After getting called out for promoting overly perfect lifestyles, Instagram influencers started sharing more candid, “real moments” content—which quickly became a hit.
Even with the best intentions, brands can slip up when trying to be authentic. Here are a few mistakes to keep in mind:
Avoiding these mistakes will help your brand stay credible and build stronger connections with your audience.
Creating authentic marketing takes time and dedication, but it all starts with a few small, doable steps:
Take a look at your recent campaigns and check if they feel authentic.
Figure out how your company’s mission connects with messages that truly speak to your customers.
Chat directly with your audience—whether on social media or at community events.
And remember, authenticity isn’t just a marketing strategy—it’s a mindset. It shines through when everyone in your business, from your sales team to leadership, is on the same page about delivering real value to your customers.
"*" indicates required fields
