Authenticity vs. Relatability
People can forget a lot of things, but they'll never forget the way you make them feel.
Brian Rowley:Welcome to Prose + Comms: Engagement, Unplugged. I'm Brian Rowley.
Laura Smith:And I'm Laura Smith.
Brian Rowley:And today we're talking about authenticity. And let's be honest, every brand out there wants to be seen as authentic. But what does it actually mean? I think there's a big push and Laura and I are gonna dig into like this push to be relatable.
Brian Rowley:But the question that we have is, is relatable and authentic the same thing or in the end, are we all just trying to be liked? Today we're talking about how brands are showing up. What feels real versus what's performative and whether people actually want authenticity or just want to be feel seen or be understood. So let's start with the, I guess the big question, Laura, when it comes to brand, what what does authenticity actually mean?
Laura Smith:Well, I think I wanna talk a little bit about what it means personally too. Right? Because there's obviously parallels there. Yep. So authenticity is really about being true to yourself.
Laura Smith:Right? So I I would say, like, a brand is being true to the brand identity of we know what they've created. And I think it's about keeps that brand consistent and clear and trusted over time. Authenticity doesn't happen overnight. It's something that has to be built upon, and I think that just takes time, which is different than relatability from my perspective.
Brian Rowley:I would agree. I think that a lot of people think authenticity is easier than it actually is, But the reality of it is if you're truly authentic, you need to understand your audience, and there needs to be that consistency. Because when you show up, people need to almost count on that you're going to show up a certain way in order to be true to who you actually are.
Laura Smith:Well, you can't create. You can't just become authentic. Right. I think that's the difference. Like, I think people can't try to be authentic.
Laura Smith:It's either you are or you're not. And I think that's where some brands are and or they're not. And I think that's where it's okay to be relatable but not authentic, I would say. Like, you don't have to be both. And I think some brands are both, but I think more brands are one or the other.
Brian Rowley:So how do we define relatability?
Laura Smith:I think that's more about being understood by others. Right? So that's really about navigating a current moment, being relevant in the medium of the understanding the mindset of your audience. It's much more about a point in time and understanding that audience at a point in time to make sure that you have that you're building that relationship or that connection with them.
Brian Rowley:I would agree. I guess one of the questions that I have is, can you actually be authentic, or can you actually be relatable without necessarily being authentic? Yes. You do?
Laura Smith:I I yeah. I 100% do. I think there aren't a lot
Producer Joey:of you know, there are I would say there are
Laura Smith:some brands like a Nike or an Apple that are both. Right? They have for for their for their reasons. But I don't necessarily know if, like, you know, Wendy's, for instance, if you think about how they show up on social media, they're very relatable, how they talk, the conversations, the culture, the relevance that they have, and they understand what's happening around them. But I don't know if they're authentic.
Laura Smith:I would consider them more so relatable. But what do
Brian Rowley:you think? Well, I mean, I I guess there's a part of me that I guess as the way we're defining it, when we when we first talked about doing this, my initial reaction was, I don't know that you can, whether you can be relatable if you're not authentic. But I think you can, because I do think that there are these moments that you can stand out in without that being sort of something that you've continued to do over time or tried to prove. And I think there's, you know, companies obviously that are out there that are better at being relatable. And, you know, when I started to think about this a little bit, Dove came to mind, right?
Brian Rowley:Like, so I think that's a brand that I looked at and said was very relatable because it's, you know, they use real people, not models, right? There's sort of that emotional storytelling that they do. And they focus on things like shared values, confident self worth. So in my mind, that's very relatable, but authentic wise. I mean, that was very specific to their existing campaigns, but like whether that is consistent across their entire life as a brand, I don't know that that was necessarily their goal.
Brian Rowley:So I do, as we were going into it, and I was like looking at some examples of brands that are actually relatable, that one helped me sort of define it a little bit more.
Laura Smith:Yeah. And I read something that I felt was very, you know, kind of a good way to digest it was authenticity is your north star, and relatability is your compass. Right? So it's how do you so from basically being at the north Star as to, well, how what does your brand stand for? Is it clear?
Laura Smith:Is it concise? Is it is it understood? And then all the way down to how do you navigate? How do you use the compass to navigate those moments to connect with those audiences? So I don't know.
Laura Smith:It was it was simple, but I felt like, okay. This helps me demonstrate or understand it as two different things because I think they are.
Brian Rowley:Yeah. I I think that's a good example. I mean, I and I do think I mean, because I think as we look at things that are happening out there, right, we see content that definitely feels more performative, right, rather than purposeful. Right? And I mean, we're currently, like, in an environment where you see a lot of that.
Laura Smith:Yeah. And I think right now, a very timely topic is Pride Month. Yeah. And we're seeing many brands. You know, I'm I see it, like, every day at this point since June 1, so the last couple days.
Laura Smith:And it's showing that brands that had all the support last year are not showing up this year for that. So then that is not that is performative. Last year, you were saying you stand behind, you know, and you wanna support Pride. And right now, this is all, like, know, their their logos were changing with the flag, all kinds of efforts. Yeah.
Laura Smith:But then this year, they're not doing it because of potential repercussions or whatever their reasons are. But if they were authentic brands, they would be showing up consistently supporting Pride Month as they did last year or the year before. So it's around us, like, right now where you then people question, do I wanna engage with a brand that isn't holding true to something that they convinced me last year that they believed in and supported?
Brian Rowley:Yeah. And I I mean, I think that takes us into a different conversation, right, which is is, you know, when it comes to some conversations or whether it comes to sort of your voice in the market, is it better to be silent or insert yourself in a moment in time and not be consistent? Because if those brands that you referenced, right? Had all the support for the LGBTQ community last year, right? With their pride flags and all that stuff incorporated into their logos and this year they abandoned it.
Brian Rowley:Like, is that more harmful? Like, would it have been better for them not to make that stance to begin with and ride it out? Or like, what was the motive for them, right? To take that heavy stance and what caused them to shift that? Because at the end of the day, the people who are supporting them as a brand, I would assume probably feel very betrayed.
Laura Smith:A 100%. And I think you and I working together for a long time and few years ago, there were many situations that were happening and we had to discuss, okay. As a brand, are we gonna show up and have something to say? Are we going to you know, on social, we're repost something? Are we gonna have a perspective?
Laura Smith:And there were many times we said no. We're gonna be quiet because we as a brand have never showed up in these conversations before. We are not demonstrating that we have support for these communities or the these topics. So it was you know, we had to talk about it and evaluate that. But there are definitely times where brands just need to be silent and not pretend to have a perspective and not pretend to be something they're not.
Brian Rowley:Yeah. Because I think those silent moments are actually just as powerful, if not more powerful, if it if it allows them to maintain their authenticity.
Laura Smith:A 100%. And I guess, do you think that people want authenticity, or do you think that they just want to feel understood as a consumer?
Brian Rowley:I think it depends. I think it depends on the generation. I think it depends on the topic. I think for me, I will speak to me. Right?
Brian Rowley:There's nothing worse for me than the example that you just gave. Someone who comes out because there's a shining moment and they can be in a spotlight and then they disappear and don't continue. Right? And I think it's a challenging piece, right? Because I think, for example, I feel like Nike and I always go back to them because I do think they're such a great example of this, right?
Brian Rowley:They stick into who they are and what they are doing because they understand their audience, but they also understand their brand. And I think what ends up happening is a lot of times brands try to be everything to everybody. And the result of that is, is you can't be everything to everybody. You need to understand who you are and execute against that. And I think Nike, mean, it's never easy, right?
Brian Rowley:When there are some very challenging topics, right? That they take on and it's not easy for them to stand out there, but they do. And you can always count on them to surround those individual topics and continue and maintain their stance associated with it. So I do think it's a balance, right? Of being understood, but I do think that understanding who you are as a brand helps you to understand your audiences and then translates into authenticity.
Brian Rowley:I'm not sure what your thought are.
Laura Smith:Yeah. I think you brought up a point though, the generational thing.
Brian Rowley:Yeah.
Laura Smith:Right? Like, is it generational? Like, do we saying that, you know, Gen z and and the millennials even, like, are they all about authenticity, but boomers aren't? You know, I think that's where I think there's probably many discussions and articles and whatever you can you can kind of dig in on that one, but differing opinions. Because I think depending on who you are, regardless what generation you're in, I think you want to be engaged with an authentic brand.
Laura Smith:If you really believe in authenticity and that really matters to you, then I think then you'll follow suit with wanting to engage with a brand that, that is authentic. And others may not care about what they stand for, and they just have a great customer experience. And they get what they want and the prices they want, and they're just that's maybe that's relatable for them. And so they just continue to engage. So I I just don't I think that the younger generations are definitely stand stronger on the topic, but I wouldn't say it, like, you know, cut off at, like, x or boomers and that they're not they have such a difference of opinion, I
Brian Rowley:Yeah. But I do think that there are marketers that spend way too much time focusing on likes and shares, right, and trends, which is really what it takes and what how I think people measure relatability to some degree at the expense of saying something that's really real or bold, right? Like making a statement and standing for something and drawing a line in the sand and saying, this is what we stand for. I think there are differences. And I do think that there are marketers who are spending way too much time focusing on those other topics.
Laura Smith:But Brian, to be honest, we kind of do that.
Brian Rowley:I agree. We get caught up in that.
Laura Smith:Right? So like, I'm not gonna sit here and say, oh, yeah. Look at us. Like, we're like markers of the year that do all the right things, and, you know, it's not the case. And I think that but that is but that so much of that has to come at the core of a brand and making sure that you're, you know, kind of fulfilling upon what that business and company and and kinda stands for.
Laura Smith:And if it doesn't have certain things, then you have to just go about wanting to be relatable and wanting to be, you know, building a relationship in a different level, I guess. Because you still can build a relationship. It just may not be as deep. But I think if you are a strong brand and people really like your product or your service, they're gonna still continue to engage with you. And I and I and I think I'd rather us as marketers, I'd rather show up authentically in that we're not gonna have some bold statements and bold comments because that's not who we are.
Laura Smith:It's just not. And, you know, we can't change foundationally where, you know, the organization has been built and kinda comes from.
Brian Rowley:It's not where a lot of people are. Right? We're not alone in that. Right? There are a lot of companies that that that have that very clear line that says, this is where we are as a brand.
Brian Rowley:This is where we won't go as a brand. And that's okay. But to your point, be careful not to try to show up in these moments. Right? And try to insert yourself in those places because you're looking for likes or shares or trends, right?
Brian Rowley:Like, I I don't think you can have it both ways, right? I think you have to understand and accept this is who we are, this is where we're going, and this is what it the impacts of that are and be okay with that.
Laura Smith:Yep. I agree. Well, I mean, I think we could talk about this for hours, but I do wanna move into the next segment. What do you think?
Brian Rowley:Yeah. Let's jump in.
Laura Smith:So it's we're gonna put some some of this to the test. Right? So we're gonna play a little game. We're gonna call it keeping it real. We're gonna look at recent ads or brand activations that are basically topics of conversation around us.
Laura Smith:And is it actually authentic, or is it just relatable, or is it neither, or is it both? So this is where we stop theorizing, and we start reacting to actual campaigns. So let's find out who keeps it real.
Laura Smith:And, of course, we've got Joey, producer Joey here to help us pull up some ads and activation, and we'll talk about them. Brian and I will kind of banter back and forth. So, Joey
Producer Joey:Got one from Sprite right here for you guys. Sprite targets ads around scorching temps for global summer campaign.
Laura Smith:Okay. So this is basically contextual targeting, saying it's hot here, so here are some really refreshing drinks. Right? That's kind of what this is? Yeah.
Laura Smith:So, Brian, do you think it's authentic, relatable, neither, both? Well, I'm gonna speak
Brian Rowley:for me.
Laura Smith:But you can't speak for me, that's for sure, because I would never allow that.
Brian Rowley:I know. But I know that will never happen. For me, this is not this doesn't work either way for me. Because when I think of a scorching hot day, I personally don't look at I don't drink soda, So Sprite would not be the thing that I would turn to. Now, if someone was actually like, if this campaign ran for a company like Gatorade, right?
Brian Rowley:I would I would I would be
Laura Smith:Or tequila. We know you like tequila.
Brian Rowley:Alright. That's enough. But now you know too much and now you're sharing too much. But I think if it was something along those lines, that would work better for me. I just don't think of a soda in a scorching hot day as the thing that I would turn to to solve that that problem.
Laura Smith:So I agree with you that it's neither. A 100% do. I mean, you know, some might argue it's relatable because it's very but I'd look at that as being relevant. Like, it's contextually relevant. You're showing ads in hot days, hot months.
Laura Smith:And, you and I maybe are not the target audience, Brian. So, no, you're not gonna go drink Sprite, but there are many people in this, you know, world that would drink Sprite. So I feel as though it's it's just feels like it's a they're spot on, contextually relevant placements for something that, you know, weather based and location based on that. I think it's smart. I just wouldn't call it authentic or relatable.
Laura Smith:So I agree with you there.
Brian Rowley:I think, like, if it was, like, at a barbecue or something like that, putting it into context, For me, it just makes more sense. I don't know. It didn't work for me. I did not think that this was either, and I just I I just don't feel like I don't know. I I I'd be curious to
Laura Smith:But I don't think it's wrong. But I don't think it's wrong. That's a thing. We don't it doesn't have be either. Yeah. Joey Joe, what's up next?
Producer Joey:I think we got one more. This is your favorite, both of you, the Sphere.
Laura Smith:It's really Brian's favorite. Let's be clear.
Brian Rowley:I love the Sphere.
Laura Smith:I mean, I went and I liked it, but Brian's obsessed with it since it's open.
Producer Joey:Okay. It's Brian's favorite.
Brian Rowley:I mean, Yes. I will own that. I will take that and say, yeah, that this is kind of where it's at. So the concept that they promoted here was on Black Friday, they would be doing the work that they do, right? To be able to measure global shopping, right?
Brian Rowley:Purchases and activity from around the world. And they installed it on the Sphere and there was an app and you could see how your purchase was actually being tied together. Now authentic
Laura Smith:But this is sponsored by Shopify. Yeah. This is Shopify. So it's not the Sphere. It's just Shopify is using the Sphere
Brian Rowley:Correct.
Laura Smith:As a medium to basically demonstrate all the money that's being spent.
Brian Rowley:Yeah. I don't think I would say that this one was authentic, but I would say that it was relatable because it's it was kinda cool to be able to see, hey, like there were actually people that were actually making purchases and they could see the numbers changing on their phone. And then you could then see that translate onto the sphere. So it was like real time, like shopper experiences that actually were actually being captured. So for me, I thought it was very relatable.
Brian Rowley:I wouldn't say it was authentic.
Laura Smith:I thought it was neither, to be honest. Okay. I just I mean, I don't think it's authentic. I don't even know. I'm relatable if we kinda go back and think about what relatable is.
Laura Smith:Like, I don't know if it's I guess it's I mean, I think it was small businesses that they were attracting. Maybe. It's hard to say. Like, I don't really know the demographic to know, like, would this be relatable for them? It is a current moment.
Laura Smith:They're capitalizing on the sphere, so everyone knows the sphere. Maybe maybe I can convince myself it's relatable. I just left it being like, okay. It's kind of a cool activation, but I'm not the audience, so it's it was hard for me to really I agree with you. Definitely not authentic, but it could be relatable depending.
Brian Rowley:It was definitely an expensive activation. No doubt about that. No doubt. So I guess authenticity versus relatability, maybe it's neither. But what we do know is how you show up matters.
Brian Rowley:And I would say that I think from our perspective, Laura, I mean, I think, you know, we're obviously will continue to keep watching. I think this is a fascinating topic for just in general, because I think just looking at the way that you see ads appear or things happening, just even thinking to yourself like, is that authentic? Is it relatable? Like just capturing that. I know for me, that'll be a focus moving forward.
Laura Smith:Yeah. And I think it's something that like even us as marketers, you know, I would say tenured marketers still had to, you know, we had to, like, really pause and think about this and try to find those examples or we have to think about it every day to, like, making sure that we are being authentic or we're being relatable. So I think it's it is an interesting topic. It's also interesting to watch some of these brands attempt to do it right or do it right, and then others who fail. And like I said earlier, the pride month activations and what's happening right now around us is showing that, you know, there are a lot of a lot of fails or flops.
Laura Smith:Something we need to keep in mind.
Brian Rowley:Yeah. I think what we would love is to hear from those that are listening to us. I would love to get feedback on do people actually want authenticity or do they just want to feel understood? Thanks for listening. And most importantly, if you like what you heard today, be sure to follow us.
