Authenticity

Authenticity in marketing and branding is about making it real, being believable. Not throwing a bunch of money at your brand to make money, but investing little bits in smart strategic work that you can execute into your campaigns themselves. 

What says authenticity? Lower production values in a video. Great production values inherently mean more polish. Less artifice, more real language. So write your own social media posts off a strategic brand marketing plan, not a scheduled script.  Shoot your own video off the plan. Update your website off the plan. Find partners and launch a promo yourself off the plan. Don't fit in with a mass-produced model. What'll it do? Make your presence more trustable, more authentic.