b2b-marketing-signal-and-the-ideas-i-find-interesting

I get the feeling that authenticity is becoming more and more important in marketing and brand building. And that’s a good thing — because it’s one of the few things that actually becomes more valuable over time.

In the past, authority was often built through distance, a “Western” style and very professional language. Anglicisms, industry jargon and words that hardly anyone used in everyday life were supposed to demonstrate expertise. Today, this kind of communication increasingly sounds artificial — and sometimes simply funny.

The same thing is happening on social media. A natural video recorded on a phone can get more views on TikTok than a highly polished production. This is especially true when someone is recommending a restaurant, hotel, place or product. People want to see a genuine opinion, not another advertisement pretending to be spontaneous content.

Of course, this doesn’t mean that quality no longer matters. It does. But good editing, beautiful visuals and perfect language are not enough if there is no credibility behind the message.

Authenticity doesn’t mean having no strategy or doing everything spontaneously. It’s more about a brand speaking in a normal, understandable way, having its own character and being consistent with how it actually operates.

Because people are getting better and better at recognising when someone is trying to be someone they’re not.

And brands that don’t need to pretend have a chance to build relationships not just for a moment, but for years.