Some of the greatest businesses we’ve known were built on humble beginnings. Though ads, multimedia marketing, brand campaigns, and artificial intelligence are essential tools, the heart of a business rests on the people who started it. Audiences, clients, and consumers all crave something more than just content. They want the reality, genuineness, the “what got them to where they are and how can I become a part of where they are going?”
Authenticity doesn’t come from sloppy content or casual interactions with other businesses or customers. It comes from showcasing the mission of the business and the passion of the people behind it. Here are some excellent examples of ways to showcase authenticity in your marketing content.
Tell human interest stories
Take time to showcase your staff, your clients, and your vendors. Show the world who’s been with you since the beginning or those who have just joined your journey.
Be transparent
Show behind-the-scenes glimpses of photoshoots, typical days in the office, important business functions, etc. Put a face to the name and show what it is really like day-to-day in your business. Let people see all the hard work that usually goes unnoticed in a product they purchase or a service they receive.
Tell your history
Add an About Us section on your website or social media pages. This allows people to feel as though they know more about you or your business, helping them feel connected to you and your story. When customers understand what it took to get where you are today, they’re often more motivated to support your business. If you have humble beginnings or took a giant risk to start your business, mention it! The vulnerability and triumph of the human spirit draw people in.
Utilize what makes you stand out
If you are a woman-owned enterprise, a veteran-run company, a single-parent-led brand, a nonprofit, a minority-owned business, and so on, make it known! Clients will always prefer to support those who are authentically human and forging their own path. Many may relate to your story and help spread the word about what you do.
Build a community online
Engage with your audience on social media. React to customer’s posts and stories, comment on content that includes your business, and share posts that support and celebrate your brand. This doesn’t just build a following, it builds trust. Show your audience that you’re more than just there to promote your products; you’re a real person who supports those who support you.
Stand for something and mean it
People connect to individuals and businesses that support what they support. This can be as simple as supporting other small businesses or can be as large as taking a social stance. If what you stand for is producing a consistent product, work with your retailers and accept nothing less than what you promise your customers.
Do something for your community
People love to support local and being active in your community is a powerful place to start. Some excellent examples include partnering with local businesses, volunteering as a team, sponsoring school events, or offering discounts for teachers and healthcare workers. Acts of service reflect the heart of your brand.
In Conclusion
Consumers want to connect with brands that speak honestly, show vulnerability, and stand for something beyond sales. Whether you’re a solo creator or a global company, authenticity has become the currency of trust—and without it, even the most creative campaigns can fall flat. Be transparent, tell your history, utilize what makes you stand out and do something for your online and in-person communities. Show the heart that perseveres through an everchanging world.
For some content ideas for each way to show authenticity, check out each category below!
