Trust is a deciding factor for more than 80% of consumers – and it’s becoming harder to earn than ever.

Trust is the cornerstone of a successful enterprise. And how does authenticity tie in? Authenticity forms the foundation for trust to develop.

But authenticity is a double-edged sword.

Get it wrong, and it falls apart. Your brand comes off as “fake,” “trying too hard,” or simply “out of touch.” So, what makes authentic brands real?

That’s what we’re here to discuss. Keep reading to learn how brand authenticity and trust build unshakeable loyalty.

Defining Authenticity: What Really Makes Brands Feel Authentic?

Actions speak louder than words.

Authentic brands live their values. They deliver on promises and never go back on their word. Whether it’s the quality of products or customer service, the brand is honest and open.

Yes, even when they make mistakes.

Authenticity also means being true to your heritage. It’s about understanding and respecting your roots and staying true to core values. It’s not about chasing trends.

Lastly, authentic brands are human. They see their consumers as people with needs and feelings. They aren’t afraid to own up to mistakes – and they always listen to their customers.

Want an example?

Think back to when Disney updated its old animations with content warnings. Instead of “fixing” negative (racist) stereotypes or sweeping them under the rug, they added an honest warning to old films.


Disney would rather “…acknowledge [the] harmful impact, learn from it, and spark conversation to create a more inclusive future…”

You can’t get more authentic than that.

How Brand Authenticity and Trust Influence Customer Choices

Customers demand more from brands than ever before. They want to know who they’re buying from, what a brand stands for, and how it operates.

Transparency builds brand trust by showing customers the “inner workings” of a brand.

It demonstrates how that brand stays committed to the values it adopts. Then they can decide for themselves whether a brand’s actions align with its marketing.

Authentic brands evoke positive feelings in customers, making them feel good about supporting the brand. This connection influences a customer’s decision to choose one brand over another and to stay loyal.

 Build Lasting Customer Relationships-Elle-marketing-and-events

Leveraging Authenticity and Trust to Build Lasting Customer Relationships

Authentic stories are powerful tools.

And fruitful, long-term relationships are not just about closing on a sale. Built on a foundation of trust – and nurtured by consistently authentic experiences – meaningful customer relations take a business to new heights.

Ultimately, authenticity and trust work hand-in-hand to bind customers and businesses on an emotional level. Remember, emotional connections form long-lasting memories.

Genuine, heartfelt connections turn your target audience into brand advocates.

Strategies for Trust-Building

How is trust-building done?

It doesn’t happen overnight. It requires an ongoing commitment to your promises and your values, using strategies like:

  • Staying transparent about your operations
  • Being responsive to customer concerns
  • Delivering consistent high-quality experiences
  • Being accountable for mistakes

This isn’t a “pick and choose” list of tactics. Instead, authenticity comes from the heart.

At the end of the day, your brand will come off as authentic if you are authentic.

The Power of Authenticity

Brand authenticity and trust are powerful drivers of customer loyalty – but only if you master them.

They aren’t buzzwords. Instead, they’re essential elements of a successful brand strategy. By embracing these principles, you can build a brand that is not only trusted but also loved by its customers.

Elle Marketing and Events empowers your brand to tell its story the way you want. You provide the product – and we put the words in your mouth. Learn more about our branding and design services here.