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Authenticity is Everything
Why it matters more than ever for brands — and your personal brand
Welcome to Authenticity Report - Issue #83
This week, we unpack why authenticity isn’t a tagline but a long-term commitment — and what the world’s most trusted brands (and leaders) do differently to prove it.
Our Roundup: From Coco Gauff’s raw courtside moment to the double standards facing women leaders and even lessons from SpongeBob SquarePants, this week’s stories all point to the same truth — authenticity, not performance, is what builds trust, connection, and lasting impact across sports, business, and culture.
This Week’s Report
—> Authenticity Is Everything
—> Tell Us
—> Takeaways
—> Authenticity Roundup
—> Top Voices
What Do You Think? We are reshaping and expanding our Authenticity platform, we'd love to have you on board and contribute! Email us directly at [email protected]
Read Time: 3.5 mins
| Authenticity Is Everything
Why it matters more than ever for brands — and your personal brand
There’s a simple truth we’ve believed from day one at Authenticity:
if you can’t prove it, you don’t have it.
We didn’t just launch a platform or a community — we registered trademarks for “Authenticity” and “Authenticity Is Everything” because the word is being overused, misunderstood, and diluted. It shows up in pitch decks, job titles, and campaigns everywhere… but too often without the behavior to back it up.
If everyone claims authenticity, then no one owns it.
That’s exactly why the trademark matters. Not for control — but for accountability. As we shared in our past newsletter, this was about protecting the meaning behind the word and creating a standard brands and individuals could actually live up to — not just market around.
Look at the brands that consistently rise to the top of the Authenticity 500 Index. They don’t get there through clever messaging. They get there through consistent action.
Patagonia (#1) didn’t just say it cares about the environment — it urged consumers not to buy its products on Black Friday and restructured ownership so profits help fight climate change.
Ben & Jerry’s (#2) has never separated its product from its values. As co-founder Ben Cohen once said,
“Business has a responsibility to give back to the community.”
Vans (#3) continues to invest in the creative communities that built the brand in the first place — not as a campaign, but as culture.
These brands don’t chase relevance. They build trust by staying true to who they’ve always been.
The same is true for personal branding.
Authenticity isn’t about sharing everything — it’s about aligning what you say with what you do. People connect with consistency more than perfection.
One community member on Authenticity.co shared something that stuck with me:
“The moment I stopped trying to sound like a leader and started speaking like myself was the moment people actually started listening.”
Vulnerability builds credibility. Transparency builds trust. Over time, those two things build influence.
Your audience — whether customers, peers, or collaborators — isn’t buying your title or your story.
They’re buying confidence that what you represent today will still be true tomorrow.
Here’s the bottom line:
Authenticity isn’t a marketing strategy.
It’s a long-term commitment to alignment.
We trademarked Authenticity Is Everything because we believe trust is the most valuable currency a brand or person can build — and it’s earned through action, not intention.
The brands that endure understand this.
The people who lead with it stand out.
The question worth asking isn’t
“Does this sound authentic?”
It’s
“Can I prove it over time?”
| Tell Us
What does authenticity mean to you?(Choose One) |
| Takeaways
1. Actions Build Authenticity
Consistency in behavior matters more than a perfectly worded message.
2. Values Need Visibility
If your values don’t show up in decisions, they aren’t values — they’re slogans.
3. Vulnerability Creates Trust
Sharing lessons and challenges builds stronger connections than polished narratives.
4. Alignment Is the Real Brand Strategy
When who you are and what you do match, credibility follows naturally.
| Time To Choose
What Brands Are Authentic? It is time once again to choose which brands you feel are authentic. Please tell us via our survey (it takes less than 5 minutes to fill out).
The results of your decisions will be part of our annual Authenticity 500 Index rankings, which you will receive for free.
| Authenticity Roundup
This week's curated reads from web
sport
• Coco Gauff’s Explosion Of Authenticity Lands Blows For BS-free Sport
Tennis pro Coco Gauff’s recent unfiltered moment of frustration reminded us that in a sports world often shaped by media training and manufactured personas, real authenticity — even when messy — resonates more deeply because it reveals genuine care, humanity, and truth beneath the performance.
Read More → the times
business
• The Authenticity Double Standard Is Negatively Impacting Female Leaders
While brands thrive by embracing authenticity and emotional connection, women leaders are still pressured to suppress those same qualities — exposing a double standard that undervalues human leadership and mistakes conformity for credibility.
Read More → marketing week
culture
• Lessons on Authenticity from 'Spongebob SquarePants'
SpongeBob SquarePants reminds us that authenticity isn’t about proving yourself to others but embracing who you truly are — because self-acceptance, not external validation, is what builds real courage, purpose, and happiness.
Read More → purdue
| Tools
NEW PORTAL FOR TOOLS
We are excited to launch a new platform that gives you access to powerful tools from Authenticity.co, along with insights to help you master business fundamentals and implement authentic strategies for personal and brand success.
Unlock your potential with us!
For a limited time, these will be available for free to our subscribers.
• Authenticity 500 - Top 5 Brand Recap
• Authenticity 500 - Brand Takeaways
• Enhancing Your Personal Authenticity - Worksheet
More tools to come soon!
| Past Reports
| Support
Show your support for Authenticity.co by picking up one of our unique items and sharing what matters to you.
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| Top Voices
What Does Authenticity Mean To You?
This newsletter is an exclusive benefit to our Authenticity community.
Our weekly guide explores the meaning of Authenticity as it relates to our personal and professional lives and the brands we connect with, bringing you the latest insights, curated news, and guest authors.
Our tools to help you:
• Brand vs. Consumer Values Alignment Checklist
• Brand Storytelling Scorecard
• Authenticity 500 - Top 5 Brand Recap
• Authenticity 500 - Brand Takeaways
• Enhancing Your Personal Authenticity - Worksheet
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Disclosure: Some content in this newsletter may be generated with the assistance of AI tools for research and drafting. It was reviewed, edited, and fact-checked by our human editorial team before publication.
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