Why "Authenticity" Isn't Enough for Your Brand
Scroll through the mission statement of almost any modern company, and you’re guaranteed to find it: the word “authentic.”
We’re told to build authentic brands, to engage in authentic marketing, to have authentic conversations. The word has become so pervasive, so universally sought-after, that it has been rendered almost completely meaningless. It’s the branding equivalent of telling someone to “be yourself”—vague, unhelpful, and table stakes for any meaningful interaction.
Let’s be clear: authenticity isn’t a bad thing. It’s the price of entry. A brand that isn’t authentic is simply dishonest, and consumers today are more adept than ever at sniffing out a fraud.
But here’s the uncomfortable truth that most brand gurus won’t tell you: authenticity is not a differentiator.
Being “real” and “genuine” doesn’t make you special; it just makes you not a liar. It’s the baseline, the foundation upon which something of value must be built. A brand that leads with authenticity as its primary value proposition is like a restaurant whose main selling point is that its food is edible. It’s simply not enough to compete and win.
From a Passive State to an Active Stance
The problem with “authenticity” is that it’s a passive quality. It’s about reflecting who you already are. A truly compelling brand, however, is not passive. It doesn’t just exist; it stands for something. It has a strong, discernible point of view.
A point of view is an active stance. It’s a deliberate take on the world, your industry, and your customer’s place in it. It’s an opinion. It’s a belief system. It’s a flag planted firmly in the ground that declares not only who you are, but what you’re here to do.
Patagonia’s brand isn’t compelling because it’s an “authentic” outdoor apparel company. It’s compelling because it has a point of view: that business can and must be a catalyst for environmental salvation. Apple’s brand isn’t powerful because it’s an “authentic” tech company. It’s powerful because it has a point of view: that technology should be simple, elegant, and empower human creativity.
Authenticity is telling your story. A point of view is inviting people to be part of a bigger story.
How to Find Your Point of View
Your brand’s point of view is hiding in the answers to three fundamental questions. These go deeper than what you sell or who you sell it to. They get to the heart of why you exist.
What Are You For?
Beyond making a profit, what is the positive change you want to bring to your customer or your industry? Are you for simplicity in a world of complexity? Are you for conscious consumption in a world of excess? Are you for empowering the underdog in a market of giants? This is your mission.What Are You Against?
This is often the most powerful place to start. What is the common frustration, the lazy assumption, the outdated convention, or the status quo that you are fighting against? A strong point of view requires a villain. For one brand, it might be the convoluted pricing models of their competitors. For another, it might be the industry’s reliance on unsustainable materials. Defining what you oppose gives your brand a natural tension and a clear purpose.What Do You Uniquely Believe?
This is your philosophy, your guiding principle. It’s the lens through which you see the world that is unique to you. It’s the “how” that informs your “why.” Do you believe that design should be strategy made visible? Do you believe that radical transparency is the only way to do business? This core belief should inform every decision you make, from product development to customer service.
A Point of View Means You Aren't for Everyone
Embracing a strong point of view can be scary. It requires taking a stand, which by definition means some people will disagree with you. And that is precisely the point.
A brand that tries to be for everyone ends up meaning nothing to anyone. A strong point of view acts as a filter. It repels those who don’t align with your values and, more importantly, it creates a magnetic attraction for those who do. It transforms passive customers into a loyal, passionate community who see your brand as a reflection of their own identity and beliefs.
So, let’s retire “authenticity” as a strategic goal. Let it be the quiet, assumed foundation upon which you build something far more powerful. Stop trying to be real, and start having something to say.
