The Rising Importance of Authenticity in Marketing

Authenticity can be what makes or breaks a brand in today’s market. Studies show that Millenials and Gen Z prefer brands and companies that are authentic and real rather than those that seem perfectly put together. Here are three questions for businesses to answer to help build an authentic brand:

  • What does the company do?
  • How do they do it?
  • Why do they do it

Most companies can articulate what they do and what they sell, but only a few can show how their values and processes bring value to the consumer.

Putting ‘Why’ at The Center

Being able to identify the ‘why’ is what differentiates successful brands from the rest. Brands must align everything within their business with their ‘why’ purpose. These brands focus on building relationships with their customers instead of just trying to generate sales. Companies that align with their values tend to bring in stronger customer appeal.

Crafting a ‘Why’ Statement

To effectively craft a ‘why’ statement, companies must be able to identify its core purpose. Furthermore, this purpose must be able to be articulated clearly and concisely. Most times, companies outline several purposes but have difficulty narrowing down on the underlying purpose of their business. To discover a company’s ‘why’, look for common themes and identify the core similarity that makes them work together.

Building Authentic Strategies That Embody the ‘Why’

By determining a strong ‘why’ statement, it should become easier for businesses to make decisions straightforwardly and consistently. It is important to place a company’s identity into words because it will be easier to run ideas and processes by ensuring that everything done aligns with the goal.

Read more about Leading With Why at

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Tom Foerstel : Founder & President

Tom Foerstel

Founder & President

Growing up in the San Francisco Bay Area in the 60’s, Tom developed a strong desire to create positive change for people and planet.

He went on to pursue his passion for art and design at Art Center College of Design in Pasadena, California, and worked for design firms in Southern California before moving to Boise, Idaho in the early 80’s. Foerstel Design opened its doors in 1985. Since its inception, the firm has cultivated a bold, happy, forward-looking team focussed on creating distinct and effective work on behalf of their clients.

An integral part of Tom’s philosophy is giving back to the community in which he lives — a company cornerstone that drives Foerstel’s long history of providing pro-bono services to local non-profit humanitarian and arts programs.

One of Tom’s proudest personal achievements is his ability to say Supercalifragilisticexpyalidocious backwards.