Why are people drawn to brands that feel genuinely authentic? In a world flooded with sales pitches, authenticity cuts through the noise—like a friend's hilarious Instagram story that brings a genuine smile.
“We are constantly bombarded online by companies trying to sell us things and so often it seems forced or cheesy or sale. At the same time, we love that our friends post a hilarious Instagram story because it's relatable and gives us two seconds to smile during our busy day. It's a rare moment when a company can be behind those two seconds. To be able to offer this moment, a company must be authentic. The company should become like your funny friend who you can't wait to chat with or can't wait to see their social media posts.”
—Nicklaus Morton, co-founder of Tipsy Elves, the Shark Tank-featured ugly Christmas sweater company that has generated over $40 million in sales in the past five years.
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“Consumers vote with their money. They want to support like-minded businesses they can trust. In an age of fleeting brand loyalty, it's important to make real connections with your consumers and show them who you really are. And most importantly, you need to step up because this increasingly sophisticated generation of consumers can easily smell inauthenticity.”
—Janie Hoffman, founder and CEO of Mamma Chia, an organic chia seed food and beverage company.
“Our idea is to be as authentic as possible to Italian life: to live the old school Italian way, to grow our food, to cook from scratch, to raise and slaughter our chickens. We may not be Italian, but we have truly created an authentic experience for our guests; from our garden to the traditional seasonal local cuisine served, to the music played in the background at dinner. Even the Italians say we do it better than most of them.”
—Ashley Bartner, CEO and co-founder of La Tavola Marche, a farm, inn, and cooking school in Italy.
Before building authenticity into my brand, I first defined what set us apart in the tattoo and piercing industry—a field full of genuine people. We created a luxury experience with an upscale, female-friendly environment prioritizing safety and cleanliness.
Tony Robbins instilled in me: If you want greatness, model what top performers do. I agree, but copying others risks losing authenticity. Instead, I crafted our unique brand first, then adapted proven business strategies.
Customers choose us because they feel safe and trust we'll deliver excellence. Trust trumps low prices or volume—many overlook it. Like Louis Vuitton or Tiffany, we target a premium niche, perfecting our offering for loyal clients.
My advice for aspiring entrepreneurs: Discover your core identity and what your brand stands for before launching.
—Sean Dowdell, CEO and co-founder of Club Tattoo, a luxury tattoo and piercing studio with six locations in Las Vegas and Arizona, generating over $10 million in annual revenue. Dowdell co-owns with Chester Bennington of Linkin Park. Notable clients include Guy Fieri, Slash, Amar'e Stoudemire, Tyson Chandler, and Miranda Lambert.
Related: What color should your brand be?
Courtesy of Tipsy Elves; Courtesy of Mamma Chia; Courtesy of Ashley Bartner; Sean Hartgrove
This article originally appeared in the September 2017 issue of SUCCESS magazine.
