Field Notes - Authentic Branding in an Age of Skepticism

Authentic Branding in an Age of Skepticism:
Finding Real Connection When Everyone is Watching (and What Cup Noodles Have to Do With It)

Let’s be honest, the term “authentic branding” gets thrown around a lot, doesn’t it? Sometimes it can feel like just another marketing buzzword. When you’re building a brand or business, especially when you’re trying to sell something, is it even possible to be completely authentic, showing every single facet of yourself or your company? Probably not. We all curate, we all present a certain version.

But for me, authentic branding today isn’t about baring all; it’s about a commitment to genuine disclosure within the story you choose to tell. It’s about intentionally sharing the real, relatable human elements: the passion that fuels you, the sometimes messy process, the everyday realities, and the values you truly stand for. It’s about moving beyond the pressure of presenting a constantly polished, “Instagram-perfect” image.

I’ve learned that what truly resonates in today’s landscape, where audiences are incredibly savvy and, frankly, a bit skeptical, isn’t performative vulnerability (like a perfectly filmed crying session, which often feels off). It’s the CEO who casually mentions eating cup noodles again because they’re pouring everything into their new project. It’s the creative who admits, “I had a rough morning with my kids, and we both needed an early day and some ice cream.” These are the moments that build trust because they’re relatable and human. They show the why and the effort behind the work.

When I advise new businesses, especially smaller companies or individual creators, my first piece of advice is often simple: “Show up as yourself. Share your actual process, the things you genuinely care about, even the small, everyday routines that make your brand human.” This isn’t about oversharing or manufacturing drama; it’s about finding the true stories and real moments that allow your audience to connect with the people and the passion behind the product or service.

In a world saturated with curated perfection, this kind of genuine sharing has incredible power. It cuts through the noise, builds lasting trust, and fosters a community that connects with your brand not just for what you sell, but for who you are and what you represent. It’s about consistency between what you say, what you show, and what you do.

This is the kind of authenticity I explore and aim to cultivate, both in my own work and when I partner with clients as a Creative Director. It’s an ongoing practice of showing up, being truthful in our chosen expressions, and remembering that real connection is always more powerful than forced perfection.