Brand authenticity is making the most of your business strengths which can result in establishing a standard in your niche. More than that, it's the characteristic that is visible in the business culture. It's your brand's way of showing up for your customers in a way that matters to them; by listening to them, being trustworthy and caring about what they care about. Today, with a plethora of choices, taking an interest in your customers or clients beyond the sale is critical to the lifecycle of your business.