Imagine walking into a coffee shop that promises “the best artisanal brew in town.”
The ambiance is perfect, the branding is sleek and the menu boasts handcrafted perfection. But when you take a sip, the coffee is bland and uninspired—nothing like what was advertised.
Would you return? Probably not.
This is the power of authenticity in marketing. Just like a great coffee shop needs more than a stylish aesthetic—it needs quality beans, skilled baristas and a genuine passion for coffee—your brand needs more than a polished image. It needs honesty, consistency and a true connection with its audience.
Berkeley stated it best:
“Authenticity comes from knowing what’s important to you and remaining true to these values in the face of external pressures and expectations.”
Humans are well-trained in the age of AI to sniff out brands that try too hard to ride the latest trends or act in a way that’s not in accordance with their values. So, how can you ensure your marketing strategy reflects the real essence of your brand? Read on for a primer on how to create an authentic presence that resonates with your audience.
Inside-out branding refers to the idea that a company’s brand should reflect its internal culture, values and employee experiences, and that these should guide its external messaging and customer interactions. In simpler terms, it’s about ensuring your brand’s authenticity is rooted in the company’s core principles and the way it treats its employees, rather than just focusing on external marketing and image-building.
Authenticity starts from within. Before communicating your message externally, take the time to clearly define what your brand stands for:
We help clients define their why so they can easily communicate what makes them unique, internally and externally. That alignment is what authenticity is all about, ensuring your marketing is telling your story in the right way.
Consumers can sense when a brand is being disingenuous. Avoid over-promising or using misleading tactics to attract attention. Instead, focus on transparency. If your company makes a mistake, own up to it. If you’re making efforts to improve, share that journey with your audience.
As we were scaling and growing, there was a period with significantly higher client turnover. I took the time to meet with each of those CEOs to learn from their experience, and one message clearly floated to the surface: clients weren’t getting enough time and attention from their fractional CMO.
This prompted us to restructure the Crux model to the two-person pods we have today so we can ensure our clients get the most value from their investment. Had we not taken the time to be transparent and honest with those former clients, we never would’ve gained those valuable insights on how to better align our model with our unique selling proposition. That alignment changed everything.
In the end, transparency builds trust, and trust creates loyal customers.
Authenticity is about being relatable. Instead of using corporate jargon or overly polished messaging, communicate in a way that resonates with your audience. Whether that means a conversational tone, humor or meaningful storytelling—find a voice that aligns with both your brand and the people you serve.
Every engagement at Crux begins with research to understand the ins and outs of your organization, from your company and customer to your category and the competition. It’s not just about who you are today, but who you wish to become in the future—and it all begins with your audience.
Messages are the key communication themes you use to organize content and connect
with audiences in relevant, meaningful ways. When done right, your messaging strategy enables you to highlight core capabilities and differentiators to create connections and inspire action. In today’s marketing landscape, there is no shortage of messages competing for consumer attention, so it’s important to be clear on what your key messages are and to ensure they resonate with audiences while distinguishing you from the competition.
People connect with people, not faceless corporations. While social media may not be the sole reason someone signs up for your services or purchases your product, it plays an important role in breaking down the barriers between your brand and your audience, making brands more accessible than ever before—for better or for worse.
Whether your goal is to grow revenue, share of voice, or your team, consider showing the human side of your brand through behind-the-scenes content, employee spotlights, or stories that highlight your brand’s journey. User-generated content and testimonials can help showcase real experiences and strengthen your credibility.
Each one of our clients across the board—from professional services and financial services to nonprofit and restaurant brands—sees an uptick in engagement on social media when they post real pictures of real people in action. The truth is that your customer wants to see themselves in your brand and the days of over-polished influencer content are behind us. People want to see the return on real.
Being authentic isn’t just about what you say—it’s about following through. Once you have a clear identity, it’s all about ensuring your audience recognizes you across different platforms or touchpoints. Whether it’s a bright red Crux ball, an edgy tone of voice or the “un-agency” message, we know that repetition of these brand elements makes our brand memorable, and this recognition is essential for standing out in a crowded market.
No matter what you stand for, ensure consistency across all touchpoints, from your website and social media to customer service interactions. Your messaging, visuals, and overall brand experience should all align with your core values and should sing the same song everywhere you are.
Marketing isn’t just about talking at your audience—it’s about engaging with them. The Wendy’s clap-back isn’t right for every brand, but that doesn’t mean you should ignore your audience when they choose to engage with your brand. It’s all about meeting them where they are and delivering a brand experience that aligns consistently with your values.
Whether you aim to educate, entertain or inspire your customers, thoughtful content like polls, quizzes, contents and open-ended prompts are a great way to encourage engagement with your brand. Listen to their feedback, respond to their questions, and be genuinely interested in what your audience has to say. That type of engagement fosters community, and a strong community leads to brand loyalty.
Brands that take a stand or champion causes that align with their values tend to build deeper connections with their audience. However, authenticity is key—only support causes that genuinely align with your brand’s mission and take meaningful action beyond just words.
Our commitment to our community drives us to partner with local nonprofits, through our annual Crux for a Cause pro-bono marketing program, helping them achieve their goals and make a meaningful difference. We’re not just giving back; we’re empowering nonprofits to create lasting change that strengthens our shared community.
Whether you’re a brand disrupting an outdated industry or aiming to make life easier for business leaders, stand in that truth with fervor.
Just like a great coffee shop wins over customers with substance, not just style, a brand earns trust by being real, consistent and deeply connected to its values. By staying true to your mission, engaging with your audience, and delivering on your promises, you’ll not only attract customers, but you’ll also build lasting relationships that set your brand apart.
Want to transform your brand through authentic marketing? Let’s start a conversation!
