The danger of “authenticity” in branding

Authenticity is often hailed as the holy grail. Every conversation about building a successful brand strategy begins with the mantra: “Authenticity is key.” But in our quest to be “authentic,” are we actually hurting our brands? Could it be that this obsession with being genuine, without a clear understanding of our market, makes us blend into the crowd rather than stand out?

For credit unions aiming to take their brand to the next level, the wrong interpretation of authenticity could mean the difference between being revolutionary or irrelevant. We’re told that members crave authentic interactions and that brands need to stay true to themselves. But what happens when “authentic” becomes shorthand for staying the same, even as the world around us changes?

Stagnation: If a credit union prides itself on staying “authentic” to its roots, it may resist shifts in consumer expectations. This can make the brand seem out-of-touch and irrelevant.

Cultural ignorance: Being authentic can sometimes mean missing critical cultural shifts. This is particularly dangerous when serving diverse or emerging markets. A brand may remain “authentic” to its original values but fail to connect with modern consumers who expect inclusivity, personalization, and innovation.

 

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