top of page

Authenticity: The Key Ingredient for Building Long-Term Relationships in Business

By Keith Orlean

Be authentic
Authenticity matters to your long term success

The traditional methods of persuasion, product knowledge, and personality are no longer enough to ensure long-term success, especially in the digital economy. Authenticity has become a crucial factor in building trust with customers, whether it is verbal or in your marketing messaging. Being honest, transparent, and showcasing your true personality helps establish authenticity.

Although it may be more challenging to show your personality in writing, being authentic is not just about what you say verbally. Your social messaging needs to be truthful and offer valuable information to potential customers. The tagline "an educated consumer is my best customer" used by Sy Syms, the owner of Syms, an off-price retail department store, in the 1980s commercial is an excellent example of how constant themes can create trust and make customers feel connected to the brand.

In today's market, authenticity in brand messaging is a game-changer, as it allows you to differentiate yourself from other brands that may appear insincere. It is crucial to building long-term relationships with customers who desire personalized experiences and connections with the companies they do business with. Authenticity allows you to connect with customers on a deeper level and build a rapport that keeps them coming back.

Additionally, authenticity enables you to be more empathetic towards your customers by understanding their needs, wants, and pain points. This deeper understanding allows you to offer personalized solutions that meet their specific needs, leading to increased customer satisfaction and loyalty.

To become more authentic, embrace your unique personality and style. Being too polished can come across as inauthentic, so focus on building genuine connections with your customers and being transparent about your intentions. Actively listen to your customers to understand their concerns, needs, and goals, and offer personalized solutions that meet those needs.

In conclusion, being genuine, honest, and transparent in your interactions with customers builds trust, differentiates you from the competition, and builds long-term relationships that lead to increased sales and customer loyalty. So, let your true personality shine through,

actively listen to your customers, and focus on building connections that will stand the test of time.


  • LinkedIn
  • Reddit
  • Instagram
  • Facebook
  • Medium
bottom of page