How brands can stay authentic in 2025

Authenticity. It’s one of those words that gets thrown around a lot in marketing but in 2025, it feels more important than ever.

With AI pumping out content left, right and centre and so many interactions happening through screens rather than face-to-face, it’s no wonder people sometimes feel like brands have lost their human touch. But here’s the thing… customers can tell when a brand feels robotic or insincere.

So, how do you keep your brand real, relatable and authentic when so much of the world is moving in the opposite direction?

Why brand authenticity matters

People don’t just buy products or services, they buy into partnerships, expertise and trust. In a crowded marketplace, authenticity is often the deciding factor in who decision-makers choose to work with.

• Trust – If your brand feels genuine, people are more likely to see you as a reliable long-term partner.
• Connection – People want to know the real experts they’ll be working with. Authenticity comes from showing the team as they really are.
• Differentiation – Spend time understanding what truly sets you apart and how you can best convey this to your audience.

Think about the suppliers or partners you choose to work with. It’s rarely just about price, it’s about whether they feel like the right fit.

The challenge in 2025

Let’s be real… it’s harder than ever to stand out. AI tools mean everyone is more empowered to create content. Social media algorithms reward trends over originality. And face-to-face interactions? They’re increasingly rare as more of the customer journey shifts online. Research by Gartner reveals that 75% of B2B buyers prefer a rep-free sales experience – with the majority of the initial information search phase being completed through digital self-serve.

That’s why authenticity is so valuable right now. It cuts through the noise. It gives your audience something real to connect with in a digital landscape that can often feel a little… fake.

How to build authenticity (and keep it)

1. Show the people behind the brand

Whether it’s a quick LinkedIn post of your team, a blog spotlighting an employee, or a founder sharing their perspectives, don’t be afraid to put faces to the name. People trust people more than they trust graphics.

2. Be transparent (even when it’s uncomfortable)

Be honest about your point of view and perspectives. Share pain points and stories around how you’ve tackled real-life scenarios.

3. Use AI as a tool, not a replacement

AI can save time and spark ideas, but it shouldn’t be your entire approach. Think of it like autopilot – useful, but you still need a human at the wheel to steer emotional connections.

4. Stick to your values

Jumping on every new trend might grab short-term attention, but long-term authenticity comes from consistency. If sustainability is part of your mission, show how you’re acting on it. If community matters, highlight the ways you give back.

5. Talk like a human

Keep your language clear and natural. Authenticity comes from being easy to understand, whether your tone is corporate or casual.

6. Listen as much as you speak

Authenticity isn’t just about what you put out there, it’s about showing customers that their voices matter. Respond to comments, act on feedback and make it a two-way relationship.

A quick example

Take Innocent Drinks.

Love them or not, they’re a brand people often point to when talking about authenticity. Their commitment to quality, transparency and fun, approachable communication isn’t just a marketing message, it runs through their products, their campaigns and the way they engage with customers online. That consistency makes them believable.

You don’t need to be ‘Innocent-sized’ to do the same. Even smaller brands can win trust by showing up consistently, keeping promises and letting their values shine through.

In 2025, authenticity is your superpower. The brands that will thrive aren’t the ones trying to sound flawless or overly polished, they’re the ones willing to show up as real, human and relatable. So next time you’re creating content, launching a campaign, or writing that LinkedIn post, ask yourself: “does this feel like us?” If the answer’s “yes”, you’re on the right track.

At Embrace, we help B2B brands achieve growth targets through brand strategy, agile marketing and website development. If you’re ready to take your brand further, get in touch today.

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