Good fakes (gʊd feɪks) are brands that fake positive values, such as environmentalism, to gain business by manipulating people’s emotions, without following through on their commitments.
You want to spend your hard-earned cash on brands you like and trust, right? Corporations are aware of that. And gosh do they want your business.
They want your business so desperately, they’ve turned into master illusionists. They’re the Criss Angels of authenticity, distracting you with feel good gestures in their right hand while lining shareholder pockets with the left. It’s the rainbow logos in June, the black squares on Instagram, and greenwashing campaigns that never lead to real change.
We know this is happening; the commodification of brand trust isn’t new. But it’s expanding, and it’s making us increasingly cynical. So, as real* brands strive to make a difference—while major corporations are playing us (with seemingly similar results)—why bother trying to stay true to your values?
*Real brands can’t be faked
Even with the rise of “good fakes”, words alone can only get those brands so far. Eventually, they’ll be found out, or they’ll have to find new deceptive tactics. That’s why investing in actual brand authenticity really is crucial for your long-term success.
Authentic brands stand out by staying true to their values, maintaining transparency, and engaging in meaningful actions that go well beyond surface-level gestures. And they back that up, time and time again. So, what are the tell-tale signs of authentic, real brands?
Real brands are consistent in actions and messaging
Authentic brands practice what they preach. For example, Too Good to Go, a leader in food waste awareness, aligns its communications with its business model. As food waste is very much a humanitarian and environmental issue, they’re also going the extra mile by offsetting their carbon emissions, helping preserve Amazonian biodiversity, and protecting the Peruvian rainforest.
Real brands are transparent and accountable
Who Gives A Crap is a toilet paper company—with arguably the best name around—but what really sets them apart is that 50% of profits go towards building toilets in developing countries. They stand out as a company that’s transparent about costs and the donation model, while also holding themselves accountable for the ongoing sustainability of their products.
Real brands engage their community
Authentic brands go beyond transactional relationships to engage with their communities. Warby Parker is a great example of this. They combine their business model with a social mission (donating a pair of glasses with every pair sold), while providing eye care to those in need.
Real brands show genuine advocacy
True authenticity means real commitment to your values. Two Blind Brothers, a clothing company founded by two visually impaired brothers, have committed their business to improving the issue by having all of their profits go to blindness research. And here’s a fun fact: On their site, you can “shop blind”, meaning you’ll receive a mystery clothing box—an idea that wonderfully aligns with their mission.
How to best invest in you
Your brand needs to be about more than trust; it needs to be deeply authentic. This isn’t easy, but nothing worth fighting for really is. If you want to up your own game, you can try some of the following strategies to build a brand that doesn’t just stand out but stands strong.
Live your purpose
Your purpose isn’t just a tagline, it’s the core reason your company exists. Identify what truly drives you. Is it sustainability, innovation, social impact? Or is it something a little less lofty, like having the best plumbing service around? Whatever it is, integrate it into every part of your business—from how you design products to the way you engage with customers.
Your purpose should be front and center of marketing, guiding messaging and campaigns. If sustainability is at your core, showcase how you’re reducing waste, using organic materials, or collaborating with green organizations. The important thing here is to say, and then also do.
Make employees your champions
A dream team is one that embodies your values. This is only made possible if you involve them in the continuous evolution of your brand. Host workshops, encourage open dialogues, and lift people up when they go above and beyond to reflect those values. Encourage your team to share personal experiences and stories related to the brand. These actions help foster a deeper and more relatable connection with your audience. When your employees believe in the brand, that passion will naturally extend to your customers. And if they don’t, you probably have other [sustainably caught/cruelty free/vegan] fish to fry.
Listen first. Respond second.
Building strong connections with consumers is all about showing that you’re genuinely listening and ready to act. If face-to-face interactions aren’t possible, you could use surveys and social media interactions to gather insights.
Once collected, make sure to go one step further by publicly acknowledging what you’ve heard and how you’re responding to it. If customers express a wish for, let’s say, more sustainable packaging, don’t just make a note about it—take action and share your intention and progress. This doesn’t just build trust. It shows that your brand is committed to evolving with its audience.
Measure. Report. Be honest.
Authentic brands don’t just talk about their values, they measure their impact and share it openly. Identify key metrics that reflect your brand’s commitments, whether that’s reducing carbon emissions, increasing diversity, or offering the best plumbing service around. Make sure to report these results in a transparent way, using social media, newsletters, or even on product packaging. Be upfront about both the successes and challenges you face. This honesty will resonate with consumers who are tired of the “good fakes”, empty promises, and looking for brands that walk the talk.
The (continuous) power of brand authenticity isn’t always comfortable
And it probably shouldn’t be. It often involves making tough decisions that won’t please everyone. It might even alienate some customers or lose you some business along the way. But these choices help define your brand’s character. Sometimes you need to make a few enemies to gain the right friends, and it’s a whole lot better to be respected for standing up for your beliefs than to be forgotten for always sitting down.