The art of building a brand authenticity with your words

Photo Credit: Unsplash - Patrik Michalicka

This week’s blog is all about words. Guest blogger Kerrie Brooks is the Owner and Lead Copywriter at KB Copywriting and mum of two boys. When she’s not at her laptop, you’ll probably find her at the beach, drinking tea (or wine) on her back deck, watching true crime or cuddling her dog. Connect with her on LinkedIn or visit kbcopywriting.com.au.

Over to Kerrie…

Think about the last time you chose one brand over another. Likely, the decision wasn’t based solely on the product itself.

Here’s an example: I recently bought some toilet paper because I liked the fact the brand is big on eco and has colourful packaging with fun, quirky copy. It wasn’t the cheapest, but it stood out, and its stance and messages resonated with me.

It sounds crazy that I’d spend more on something you only wipe your butt with. But it just shows how, as customers, we’re no longer satisfied with just a quality product or service—we buy from brands with personality and authenticity.

Consumers heart authenticity

According to one popularly quoted stat, 88 per cent of consumers say authenticity is a key factor when deciding what brands they like and support. That’s huge.

But what exactly is authenticity? Most definitions define it as the quality of being real or genuine. In other words, an authentic brand aligns its actions, values and messaging in a way that feels honest, transparent and true to its identity.

As consumers today, we’re savvy, value-driven and want to connect with brands that reflect our values, feel genuine and make a positive impact. For businesses, it’s the key to being relatable and ultimately earning consumer trust and brand loyalty.

But how can you build this type of authenticity in your brand?

Turning authenticity into words

When it comes to building authentic brands, words are powerful. How you communicate can be the key that connects your values with your customers' experiences.

The question is: how do you infuse authenticity into your copy? Here are some ways to make your brand’s authenticity shine in your digital writing and messaging.

Word-out your ‘why’

Building an authentic brand starts with a strong foundation. It begins with sharing the ‘why’ behind your brand—what drives your work? What core values guide you? How do you aim to make a difference? This needs some deep thinking.

Once you’ve defined your purpose, put it into words:

·       Write a brand story – Share the journey of your brand in narrative form—the origins, the key milestones, the challenges and your impact. It’s an inspiring way to highlight the passion and purpose behind what you do.

·       Create your vision, mission and values – Your vision is the future you want to create, your mission is how you’ll get there, and your brand’s values define the principles you stand by. This will communicate your commitment to your customers, creating a strong foundation for authentic engagement.

·       Talk about it across your copy – Infuse your brand story, mission and values into all of your content. Align your product descriptions, About page, blog posts and social captions with your brand’s core message.

Put personality into it

Building authenticity means being true to your brand’s personality. So avoid the ‘business-speak’ or, worse still, the generic, AI-generated tone. Instead, write in a way that’s conversational, human and jargon-free.

Start by figuring out your brand personality. Here are some words that might help you define it—pick 3-5 to keep it focused.

Confident / Friendly / Innovative / Professional / Playful / Sophisticated / Honest / Dependable / Empathetic / Dynamic / Casual / Optimistic / Adventurous / Minimalist / Traditional / Rebellious / Empowering / Approachable / Quirky / Intelligent / Humorous / Trustworthy / Bold / Sincere

One question I often ask my clients is: if your brand was a famous or celebrity personality, who would it be? This is a great way to pick it out if it’s not clear. Are you Steve Jobs, Ben Simmons, Margot Robbie or Celeste Barber?

You can then use these words to guide the tone and approach of your copy, for example:  

·       Confident, professional, authoritative – Use clear, direct language that conveys trust and expertise, creating a sense of reliability and command.

·       Friendly, approachable, warm – Keep the tone conversational, inviting and empathetic, making your brand feel easy to connect with.

·       Playful, humorous, lighthearted – Infuse wit, charm and fun, creating an entertaining and engaging tone that captures attention.

·       Innovative, bold, visionary – Use dynamic, forward-thinking language that challenges the norm and positions your brand as a leader in new ideas.

Speak to wants and needs

Whatever digital channel you’re using—whether it's your website, blogs, socials, emails, videos, or ads—make sure you’re connecting with your target audience on a personal level by addressing their values, pain points and aspirations.

Almost every channel involves words, so use each one as an opportunity.

Here’s how to do it:

Speaking to the values

Values are the beliefs or principles your audience really cares about, like sustainability, innovation, or family. When you understand these, you can align your messaging in a way that feels authentic.

How to find them

·       Ask them! Use surveys or check out feedback to see what matters most.

·       Watch social media comments and likes—people value what they engage with.

How to use them in copy

·       Address these values openly. If sustainability matters, talk about your eco-friendly materials or low-impact processes.

·       Use words that reflect their values. For a brand focused on community, try language like ‘Together, we’re making a difference.’

Speaking to the pain points

Pain points are the struggles, frustrations or daily annoyances your audience faces. When you show you understand these, you build trust—and you can show them how your brand helps solve their problems.

How to find them

Read customer reviews to spot common complaints.

Check-in with your sales or support teams; they often hear about these struggles firsthand.

How to use them in copy

Start by recognising the problem: ‘We know finding time for what matters isn’t easy.’

Position your product or service as the solution: “Spend less time cleaning and more time enjoying.”

Speaking to the aspirations

Aspirations are those future goals or dreams your audience hopes to achieve. Connecting with these shows that your brand can help them reach what they’re aiming for.

How to find them

Chat with customers or use focus groups to learn about their goals or future dreams.

Look at trending topics in your industry—what are people saying?

How to use them in your copy

Use inspiring, motivating language like ‘Take the first step toward a stress-free home’ or ‘Imagine your life, organised and simplified.’

Show how your brand can help them get there.

Focusing on values, pain points, and aspirations helps make your brand feel authentic because it shows that you genuinely understand and care.

Rather than just pitching a product, you’re engaging with what truly matters to them. When your messaging reflects these core aspects, it goes beyond typical ‘sales’ language and becomes more relatable, human and memorable.

Talk to me, I talk back

In the words of hip-hop artist T-Pain, “Talk to me, I talk back” (now back in the spotlight thanks to TikTok and Reels). This simple yet powerful line can be used as a helpful motto for how your brand engages with customers.

Every interaction—whether it's a social media comment, customer service email or survey response—is a chance to start a conversation. Setting up quick-response options like SMS or instant messaging on platforms like WhatsApp allows you to be even more accessible and responsive.

Two-way communication builds a genuine connection. When you actively listen and respond, customers feel seen and valued. When your brand listens, responds and adapts, it shows customers that you’re not just talking at them—you’re talking with them. This two-way exchange is the heart of authenticity.

This kind of engagement can go beyond just answering questions with words—it can mean adjusting your messaging based on feedback, refining products to meet real needs, or sharing customer stories and experiences with your brand.

According to recent data, brands that respond and adapt based on customer feedback earn greater loyalty and trust. It makes you human.

Use other people’s words

No, I don’t mean copy what other people are doing—that’s a big no and the antithesis of authenticity. What I mean is encourage your customers to spread the word by collecting and sharing their testimonials. Let their stories help tell yours.

Sharing real stories and experiences lets potential customers see how people like them feel about your brand.  It’s proof that your products or services have made a real difference in someone’s life, which is far more powerful than any marketing message you can craft.

When customers speak for you, it feels genuine, relatable and trustworthy—because it is.

Consistent words and action

Words are essential in building brand authenticity, setting the foundation for genuine connections that foster trust and loyalty.

But it's the actions behind those words—the follow-through, responsiveness, and true value you deliver—that make the difference.

Importantly, consistency is key to creating a cohesive brand experience. When your words share the same message and align with your actions time after time, that's when the real magic happens.

Thank you so much Kerrie! If you would also like to share your knowledge on All About Digital Marketing please leave a comment below or email louisaguiseauthor@gmail.com.