We all hear about ensuring a brand is “AUTHENTIC”. And of course, we all know (or pretend to know…) exactly what an authentic brand is. But we frequently find the need to discuss the relative authenticity of a proposed brand name or update with clients.

At its simplest, a brand is authentic if it truly represents what the brand is all about. For example, if a food brand states or implies that it is “natural”, then it should be chemical/preservative free. If it promises low prices, they need to be lower or as low as the competition’s. If your brand aspires to a high end luxury perception, then the products or services delivered must indeed be high end. Consumers are smart; they will figure out quickly if a brand does not deliver on its promise and you risk losing that most important asset: trust.