Truth-Telling vs. Authenticity: Which Approach is Right For Your Business?

As a brand, lonna.co goes for the raw truth in brand storytelling. Depending on your comfort level, as well as the type of business you operate, there is merit in raw truth-telling over authenticity, but both have their benefits. IMAGES: @alzheimersslayer on Instagram.

I recently posted an article on Medium about how I ended my unhealthy relationship with alcohol, only to feel ashamed discussing it with my primary care physician. While deeply personal, my hope is that it brings awareness to alcohol use disorder and that others can take preventive action before they get in the danger zone I found myself in years ago. [Read the article.]

I've also added a page to my website that's devoted to my Alzheimer's advocacy work where I share articles, interviews and other content related to my efforts.

Aside from general awareness, another goal of the article and my Alzheimer's page is more strategic. We often talk about authenticity in branding and content messaging, and how being authentic can make or break a company's reputation.

While that is certainly the case, there is a line where you may find yourself crossing out of your comfort zone. If you get that niggling feeling in your gut that says, "Hey, that's super TMI," back away and get back into sharing as much as you feel comfortable. You'll know if you've reached that line. You'll feel it. It'll make your tummy cringe. And that's when you'll know your content strategy should be more authentic, less raw truth-telling.

For me (as a writer), being truthful has been more useful and successful than simply being authentic.

What's the difference? Telling the truth means reaching beyond the TMI, out of that comfort zone, sharing the very real parts that make your audience really truly feel and respond.

Being authentic, on the other hand, is more like reminding people that you genuinely care about something enough to spend some time reflecting on it and sharing your insights with them.

Is the raw truth better than authenticity? No. They're just two different approaches to storytelling.

How do you know if you should be telling your brand story based on truth or authenticity? Great question. It depends on what kind of business you operate. If you're in advocacy or activism work, go for the raw truth. For example, if you're a nonprofit that advocates for the hiring previously incarcerated individuals, you may want to err on the side of sharing the raw truth. It's in the truth of your story that people will sympathize, relate and want to interact and help you.

If you're in retail or customer service, stick with authenticity. Say you're a boutique shoe store owner. You may want to stick with authenticity in your brand voice because you don't have as much on the line and do not rely as much on your story to drive business.

Some might argue that as a small business owner I should stick to authenticity over truth-telling, too. But, I find my own case to be enticingly unique. I'm a writer by nature and by trade. Sharing stories is a compulsion I've had since I was a young girl.

I have also set up my business with foundational values that are steeped in advocacy and activism. And more often than not these days, I'm choosing to work with clients who share those same values of social justice, community service and volunteerism (like my new client Recovery Road Runners, for example).

So, no matter what voice you feel comfortable using in your own storytelling — truth or authenticity — the really important thing is you're:
A) Telling and sharing your story, and
B) You're sharing regularly and consistently.

If you have questions about truth-telling vs. authenticity in content marketing, let me know. I would love to have a conversation about it with you. Just send me an email and let's Zoom it out.

Meanwhile, whether you be authentic or stay true, always stay you.