The Overexposure of “Authenticity” in Branding and Marketing

By Rhett Butler rhett@rbutlerassoc.com

In branding and marketing, “authenticity” has become one of the most celebrated buzzwords of our era — a badge of honor that promises connection, trust, and transparency. But lately, I’ve been thinking: does the industry need to curate what authenticity really means?

By definition, authenticity is the quality of being genuine or real. That’s a noble aim — until you apply it literally to every situation.

Because let’s be honest:
Do you really want to be authentic when you’re in a bad mood?
When you’re exhausted or frustrated?
Probably not.

https://www.youtube.com/watch?v=lbJtuaFebtA

Authenticity doesn’t mean giving the world unfiltered access to your every emotion. It means showing up consistently, with integrity, and with intention — even when you’re not at your best. In other words, professionalism is a form of authenticity.

If you provide a great service, do it authentically.
If you craft a great product, do it authentically.
But remember — that doesn’t require you to live-stream your bad days or share every private moment under the banner of “keeping it real.”

Today’s content stream is often too raw, too vulnerable, and sometimes veers into what I call “clip farming” — intentionally producing shocking or exaggerated moments just to chase views. The result is a blurred line between marketing strategy and an unintended reality show.

As social media evolves into what I like to call interest media, the solution isn’t oversharing — it’s alignment. Lead with your authentic interests. Share the things you genuinely care about. The right audience will find you and follow you.

So yes, be authentic — but curate your authenticity.
Be real, not reckless.
Be consistent, not chaotic.
Be genuine, but guard your energy.

Because your brand doesn’t need every version of you.
It just needs the best, most intentional version — the one that shows up on purpose.

Now, show me your version of authenticity.