{"id":3874,"date":"2026-04-20T12:39:39","date_gmt":"2026-04-20T12:39:39","guid":{"rendered":"https:\/\/harrisonbrands.com\/truth\/?page_id=3874"},"modified":"2026-05-20T12:48:05","modified_gmt":"2026-05-20T12:48:05","slug":"does-authenticity-really-matter","status":"publish","type":"page","link":"https:\/\/harrisonbrands.com\/truth\/does-authenticity-really-matter\/","title":{"rendered":"Does authenticity really matter?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"3874\" class=\"elementor elementor-3874\" data-elementor-post-type=\"page\">\n\t\t\t\t<div class=\"elementor-element elementor-element-42041224 e-con-full e-flex e-con e-parent\" data-id=\"42041224\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2bce1d03 elementor-widget elementor-widget-theme-post-title elementor-page-title elementor-widget-heading\" data-id=\"2bce1d03\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"theme-post-title.default\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Does authenticity really matter?<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-2f2bc08a e-con-full e-flex e-con e-parent\" data-id=\"2f2bc08a\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-5c653a86 e-con-full e-flex e-con e-child\" data-id=\"5c653a86\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;sticky&quot;:&quot;top&quot;,&quot;sticky_on&quot;:[&quot;desktop&quot;],&quot;sticky_offset&quot;:20,&quot;sticky_parent&quot;:&quot;yes&quot;,&quot;sticky_effects_offset&quot;:0,&quot;sticky_anchor_link_offset&quot;:0}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1d854203 elementor-widget elementor-widget-button\" data-id=\"1d854203\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/harrisonbrands.com\/truth\/insights\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-long-arrow-alt-left\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M134.059 296H436c6.627 0 12-5.373 12-12v-56c0-6.627-5.373-12-12-12H134.059v-46.059c0-21.382-25.851-32.09-40.971-16.971L7.029 239.029c-9.373 9.373-9.373 24.569 0 33.941l86.059 86.059c15.119 15.119 40.971 4.411 40.971-16.971V296z\"><\/path><\/svg>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Back to all insights<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6ade191e elementor-widget elementor-widget-post-info\" data-id=\"6ade191e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t\t\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-931a64d elementor-inline-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-custom\">\n\t\t\t\t\t\t\t\t\t\tMay 10, 2022\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-51aff9b2 elementor-widget elementor-widget-theme-post-title elementor-page-title elementor-widget-heading\" data-id=\"51aff9b2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"theme-post-title.default\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Does authenticity really matter?<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-313e4219 e-con-full e-flex e-con e-child\" data-id=\"313e4219\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-67648d75 elementor-widget elementor-widget-heading\" data-id=\"67648d75\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Authenticity is the key to gaining trust. Getting it wrong can be fatal.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2eb8371d elementor-widget elementor-widget-text-editor\" data-id=\"2eb8371d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>For a brand to communicate with authenticity it must clearly live up to its values and be true to its beliefs This also reflects &#8216;why&#8217; a company is in business. And this is fundamental for brands?<\/p><p>As the landscape for brands is changing all the time, increasingly, people are placing more importance on how a brand behaves, on its values and what it believes in. Trust can be built up (or instantly destroyed) by what a brand is saying and how it communicates. Authenticity is the key to gaining trust.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6d697de0 elementor-widget elementor-widget-heading\" data-id=\"6d697de0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">According to over 36,000 respondents in the 2022 Edelman report:<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9566123 elementor-widget elementor-widget-heading\" data-id=\"9566123\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Nearly 6 in 10 say their default tendency is to distrust something until they see evidence it is trustworthy.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-466ebf5 elementor-widget elementor-widget-text-editor\" data-id=\"466ebf5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>By focusing on what your brand values are, you will be able to communicate with confidence and establish some real points of difference. That is providing your values are unique to you and are authentic, of course.<\/p><p>With authenticity can also come controvesy. Brewdog\u2019s approach to embracing the punk attitude as one of its values was to push the boundaries of advertising. In turn, this became a real culture of fear and deceit for the brewer, turning toxic when it filtered down to how it treated its own people.\u00a0<\/p><p>What you stand for should be reflected in every level of your business, both to internal and external audiences. Begin by speaking to your employees and your shareholders. Their values should also inform your own brand values. When your brand values are a true reflection of what the company stands for you\u2019ll find easier to talk with authenticty and in turn, grow brand loyalty. It\u2019s only human, after all, to be more receptive to people with similar values to our own.\u00a0<\/p><p>You can find out your brand values are by asking yourself what does your business believe in and what are your guiding principles? It can take time to establish this and it could even lead to uncomfortable truths about your brand which will also need to be addressed.\u00a0<\/p><p>It\u2019s important to focus on consistency. Through being consistent in what your are saying, easier ways of communcating will be fostered. On the flip side, inconsistency will alienate target audiences and can lead to distrust. If you say something; stick to it. You\u2019ll be respected for this.\u00a0<\/p><p>The importance of brand authenticity goes beyond the values. It is also reflected through your brand purpose and your brand personality. People will relate to the emotional aspect of the brand and will find it easier to connect as a result. The rewards are high for brand authenticity. Customers can become ambassadors for the brand. Brands can be well equipped to survive today and thrive tomorrow.\u00a0<\/p><p>I\u2019d also see this as something akin to planting a tree. The rewards will come over time. However, its better to invest in the future now rather than not at all.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-59b93be8 e-con-full e-flex e-con e-parent\" data-id=\"59b93be8\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-774745c2 elementor-share-buttons--view-icon elementor-share-buttons--skin-framed elementor-share-buttons--shape-circle elementor-share-buttons--color-custom elementor-grid-0 elementor-widget elementor-widget-share-buttons\" data-id=\"774745c2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"share-buttons.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-grid\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\">\n\t\t\t\t\t\t<div class=\"elementor-share-btn elementor-share-btn_linkedin\" role=\"button\" tabindex=\"0\" aria-label=\"Share on linkedin\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span 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href=\"https:\/\/harrisonbrands.com\/truth\/truth-the-only-currency-that-matters\/\" tabindex=\"-1\" >\n\t\t\t<div class=\"elementor-post__thumbnail\"><img fetchpriority=\"high\" decoding=\"async\" width=\"567\" height=\"193\" src=\"https:\/\/harrisonbrands.com\/truth\/wp-content\/uploads\/sites\/12\/2026\/05\/Truth.webp\" class=\"attachment-medium_large size-medium_large wp-image-4351\" alt=\"\" srcset=\"https:\/\/harrisonbrands.com\/truth\/wp-content\/uploads\/sites\/12\/2026\/05\/Truth.webp 567w, https:\/\/harrisonbrands.com\/truth\/wp-content\/uploads\/sites\/12\/2026\/05\/Truth-300x102.webp 300w\" sizes=\"(max-width: 567px) 100vw, 567px\" \/><\/div>\n\t\t<\/a>\n\t\t\t\t<div class=\"elementor-post__text\">\n\t\t\t\t<h3 class=\"elementor-post__title\">\n\t\t\t<a href=\"https:\/\/harrisonbrands.com\/truth\/truth-the-only-currency-that-matters\/\" >\n\t\t\t\tTruth: The Only Currency That Matters\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\t\t<div class=\"elementor-post__meta-data\">\n\t\t\t\t\t<span class=\"elementor-post-date\">\n\t\t\tMay 20, 2026\t\t<\/span>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-post__excerpt\">\n\t\t\t<p>A panel event where truth matters In mid May at the Conduit, I moderated a panel on Truth: the only currency that matters.\u00a0 Telling the<\/p>\n\t\t<\/div>\n\t\t\n\t\t<a class=\"elementor-post__read-more\" href=\"https:\/\/harrisonbrands.com\/truth\/truth-the-only-currency-that-matters\/\" aria-label=\"Read more about Truth: The Only Currency That Matters\" tabindex=\"-1\" >\n\t\t\tRead more &gt;\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t<\/article>\n\t\t\t\t<article class=\"elementor-post elementor-grid-item post-4300 post type-post status-publish format-standard has-post-thumbnail hentry category-insights\" role=\"listitem\">\n\t\t\t\t<a class=\"elementor-post__thumbnail__link\" href=\"https:\/\/harrisonbrands.com\/truth\/when-is-the-right-time-for-a-rebrand\/\" tabindex=\"-1\" >\n\t\t\t<div class=\"elementor-post__thumbnail\"><img decoding=\"async\" width=\"600\" height=\"450\" src=\"https:\/\/harrisonbrands.com\/truth\/wp-content\/uploads\/sites\/12\/2026\/04\/admin-ajax.php-copy.webp\" class=\"attachment-medium_large size-medium_large wp-image-3749\" alt=\"\" srcset=\"https:\/\/harrisonbrands.com\/truth\/wp-content\/uploads\/sites\/12\/2026\/04\/admin-ajax.php-copy.webp 600w, https:\/\/harrisonbrands.com\/truth\/wp-content\/uploads\/sites\/12\/2026\/04\/admin-ajax.php-copy-300x225.webp 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/div>\n\t\t<\/a>\n\t\t\t\t<div class=\"elementor-post__text\">\n\t\t\t\t<h3 class=\"elementor-post__title\">\n\t\t\t<a href=\"https:\/\/harrisonbrands.com\/truth\/when-is-the-right-time-for-a-rebrand\/\" >\n\t\t\t\tWhen is the right time for a rebrand?\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\t\t<div class=\"elementor-post__meta-data\">\n\t\t\t\t\t<span class=\"elementor-post-date\">\n\t\t\tSeptember 20, 2023\t\t<\/span>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-post__excerpt\">\n\t\t\t<p>When is the right time? In the world of business, timing is everything. But when it comes to rebranding, many companies grapple with the question<\/p>\n\t\t<\/div>\n\t\t\n\t\t<a class=\"elementor-post__read-more\" href=\"https:\/\/harrisonbrands.com\/truth\/when-is-the-right-time-for-a-rebrand\/\" aria-label=\"Read more about When is the right time for a rebrand?\" tabindex=\"-1\" >\n\t\t\tRead more &gt;\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t<\/article>\n\t\t\t\t<article class=\"elementor-post elementor-grid-item post-4296 post type-post status-publish format-standard has-post-thumbnail hentry category-insights\" role=\"listitem\">\n\t\t\t\t<a class=\"elementor-post__thumbnail__link\" href=\"https:\/\/harrisonbrands.com\/truth\/communicating-your-sustainability-impact\/\" tabindex=\"-1\" >\n\t\t\t<div class=\"elementor-post__thumbnail\"><img decoding=\"async\" width=\"600\" height=\"240\" src=\"https:\/\/harrisonbrands.com\/truth\/wp-content\/uploads\/sites\/12\/2026\/05\/admin-ajax.php-copy-1.webp\" class=\"attachment-medium_large size-medium_large wp-image-4297\" alt=\"\" srcset=\"https:\/\/harrisonbrands.com\/truth\/wp-content\/uploads\/sites\/12\/2026\/05\/admin-ajax.php-copy-1.webp 600w, https:\/\/harrisonbrands.com\/truth\/wp-content\/uploads\/sites\/12\/2026\/05\/admin-ajax.php-copy-1-300x120.webp 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/div>\n\t\t<\/a>\n\t\t\t\t<div class=\"elementor-post__text\">\n\t\t\t\t<h3 class=\"elementor-post__title\">\n\t\t\t<a href=\"https:\/\/harrisonbrands.com\/truth\/communicating-your-sustainability-impact\/\" >\n\t\t\t\tCommunicating your Sustainability Impact\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\t\t<div class=\"elementor-post__meta-data\">\n\t\t\t\t\t<span class=\"elementor-post-date\">\n\t\t\tApril 23, 2023\t\t<\/span>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-post__excerpt\">\n\t\t\t<p>Beyond profit: how companies&nbsp;are sharing their impact&nbsp;on people and planet Many more companies are publishing details about their impact on both people and planet. It\u2019s<\/p>\n\t\t<\/div>\n\t\t\n\t\t<a class=\"elementor-post__read-more\" href=\"https:\/\/harrisonbrands.com\/truth\/communicating-your-sustainability-impact\/\" aria-label=\"Read more about Communicating your Sustainability Impact\" tabindex=\"-1\" >\n\t\t\tRead more &gt;\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t<\/article>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Back to all insights Authenticity is the key to gaining trust. Getting it wrong can be fatal. For a brand to communicate with authenticity it must clearly live up to its values and be true to its beliefs This also reflects &#8216;why&#8217; a company is in business. And this is fundamental for brands? As the [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"inline_featured_image":false,"footnotes":""},"class_list":["post-3874","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Does authenticity really matter? - Harrison Brands<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/harrisonbrands.com\/truth\/does-authenticity-really-matter\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Does authenticity really matter? - Harrison Brands\" \/>\n<meta property=\"og:description\" content=\"Back to all insights Authenticity is the key to gaining trust. 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