“Authentic” Means Nothing Anymore

If I see one more brand say they’re “authentic,” I might spontaneously combust.

It’s the new “synergy.”

It sounds good, but it means absolutely nothing.

Everyone says they’re authentic.

→ The corporate giant greenwashing its products.
→ The influencer photoshopping their vacation.
→ The small business copying a competitor’s template.

If your big brand promise is just “we’re authentic,” congratulations:

You’ve told your audience literally nothing about you.

Why “Authentic” is Lazy Branding

Look—I get it.

You want to seem real. Relatable. Human.

But slapping “authentic” on your site or bio is the opposite of that.

It’s a placeholder for:
→ We don’t know what makes us different.
→ We’re scared to pick a side.
→ We want to sound nice without saying anything risky.

Because real authenticity isn’t claimed.
It’s proven.

What Customers Actually Want

Your audience doesn’t want “authentic.”
They want specific.

→ Who are you, really?
→ What do you believe?
→ What’s your POV?
→ Why are you the way you are?

They want to know you, not read another meaningless buzzword.

How to Build a Brand Voice Strategy That’s Actually Real

Ready to stop being “authentic” and start being yourself?

Here’s how:

1. Say Something Specific

From…
→ “We’re authentic.”
→ Boring.

To…
→ “We’re brutally honest about pricing because we hate upselling.”
→ “We believe good design should feel like magic, not math.”
→ “We don’t work with assholes.”

Specific is memorable.
Generic is forgettable.

3. Show, Don’t Tell

Don’t say you’re authentic.

→ Use real photos.
→ Share behind-the-scenes.
→ Own your mistakes.
→ Tell true stories.

Authenticity is earned, not marketed.

3. Pick a POV

Bland brands don’t offend anyone.
But they don’t excite anyone either.

→ Have an opinion.
→ Take a stand.
→ Be willing to repel the wrong people so you can attract the right ones.

4. Talk Like a Human

No one actually says “solutions that leverage synergy” at brunch.

→ Use contractions.
→ Be conversational.
→ Embrace your slang, your humor, your tone.

Stop trying to sound impressive. Start sounding like you.

5. Be Consistent Everywhere

Your voice isn’t just for your About page.

→ Social captions.
→ Emails.
→ Ads.
→ Customer service.

Your audience should recognize you immediately—no matter where they find you.

Buzzwords Don’t Build Brands. Real Voice Does.

If you’re tired of saying “authentic” because you don’t know what else to say?

Good.

It’s time to figure out who you really are, and how you really talk.

Because brands that know themselves don’t need buzzwords.

They’re already unmistakable.

Want to know more? Check out the trouble with authenticity.

If you’re ready to ditch the fluff and find your real brand voice, let’s talk.