Four Questions to Evaluate Brand Authenticity

Let's make "authenticity" actionable by getting specific about how you—and your audience—can actually evaluate authenticity.

We talk a lot about how important authenticity is for your brand. At the same time, we know it can seem daunting since it’s pretty broad in scope and difficult to quantify.

Is there consistency between words and actions?

Trust is built on alignment between promises and delivery. A brand that claims to prioritize sustainability, customer service, or innovation but fails to reflect these values in its operations quickly loses credibility.

People are more informed and skeptical than ever. They look for tangible proof—whether it’s ethical sourcing, transparent AI practices, or exceptional support—before committing to a brand. When words and actions don’t match, customers feel deceived, leading to lost loyalty and negative word-of-mouth.

Consistency signals reliability. If a brand continuously follows through on its commitments, it creates a dependable reputation that makes customers more likely to engage, invest, and advocate for it. On the other hand, brands that frequently contradict themselves appear opportunistic or insincere, driving potential customers away.

Evaluating consistency helps consumers avoid misleading marketing and ensures they support businesses that genuinely align with their values.

Could you scale back the buzzwords?

Many brands use trendy terms to describe their business. We’ve all been inundated with “AI-powered,” “disruptive,” and “sustainable,” but often these words are totally disconnected from any proof of how they deliver on those claims.

When companies rely too heavily on vague or exaggerated language, it can indicate they are more focused on marketing than meaningful action. By challenging brands to simplify their messaging, people can better assess whether a company truly understands its industry and delivers real value.

Clear, straightforward communication is a sign of transparency and expertise. Authentic brands don’t need to hide behind buzzwords; they can explain their products, services, and impact in simple, meaningful terms. If a company struggles to describe what they do without relying on flashy language, it may suggest a lack of depth, credibility, or even an attempt to mislead.

Asking brands to cut the jargon helps customers make informed decisions and avoid empty marketing hype.

Do you engage or respond to your audience?

Brands that engage in two-way conversations—through social media, customer support, or community discussions—demonstrate that they value feedback and prioritize customer relationships. If a company consistently ignores concerns, deletes negative reviews, or provides robotic responses, it signals that they are more interested in controlling their image than genuinely meeting their audience’s needs.

Engagement also builds trust and loyalty. When brands actively listen, respond thoughtfully, and address issues transparently, they create a stronger emotional connection with their customers. This responsiveness reassures people that the company stands behind its promises and is accountable for its actions. On the other hand, brands that remain silent or defensive risk appearing inauthentic, untrustworthy, or out of touch with their audience’s needs.

To be clear, you can’t just listen. A nice theme to add to your marketing efforts is demonstrating that you heard and responded.

Are you constantly shifting your identity?

While evolution is natural, constant rebranding or abrupt shifts can indicate uncertainty or an attempt to chase trends rather than staying true to a core mission. If your brand suddenly pivots from being “customer-first” to “AI-driven” without explanation, it can raise red flags about whether your identity is authentic or simply a marketing tactic.

A strong brand builds trust through consistency. When customers see a brand repeatedly shifting direction, they may feel uncertain about what the company truly stands for. This inconsistency makes it harder for customers to form a long-term connection with the brand.

In contrast, brands that evolve thoughtfully—while staying aligned with their core values—signal stability, credibility, and authenticity, making them more trustworthy and appealing.

People—your prospects, your customers, and even your investors—look for alignment between what a brand says and does. If they sense inconsistency, performative messaging, avoidance, or a shifting identity, they’ll likely see the brand as inauthentic and lose trust.

Want to see the best example of raw brand authenticity?