How do we create brands that feel truly authentic?
Marina Guirey, strategy director at Designhouse, discusses the importance of authenticity in brand design and offers the example of pharmaceutical company OncoSil.
If you were to describe a person as authentic, they would be genuine – true to their values. Similarly with brand, authenticity goes back to a brand’s core purpose and values – ensuring consistency and honesty in every part of the communication and interaction.
So, if brands can be more authentic, consumers are more likely to trust and connect with them? Sounds straightforward. But how do we create brands that feel truly authentic?
Authenticity in branding has never been more critical. Today’s increasingly savvy consumers are quick to detect insincerity, demanding brands that genuinely align with their values. With so many brands striving to appear authentic, what truly sets an authentic brand apart from one that’s passing off?
Authenticity in brand design is not about following trends – it’s about being real. A brand's identity needs to be an honest reflection of its purpose, values and actions. While it’s tempting to jump on the bandwagon of minimalistic logos, hand-drawn illustrations or ‘imperfect’ typography, these choices mean little, unless they stem from a brand’s core truth.
It’s easy for brands to fall into the trap of wanting to be ‘authentic’, a hollow attempt to look genuine without real substance. These brands often craft an overly curated sense of ‘realness,’ creating narratives that feel contrived rather than spontaneous. Consumers will see through this, and when they do, the backlash can be severe.
Storytelling plays a powerful role in shaping brand narrative. OncoSil are a pharmaceutical company trialling a groundbreaking treatment for pancreatic cancer which has the potential to extend life expectancy. We knew it wasn’t enough to just talk about the science. The drug, administered via endoscopy, targets the pancreas directly – but its impact is far more profound. We spoke not just to the clinicians but, most importantly, to a patient in Spain who had joined the trial. We visited her in her home, gave her the space to share her story in her own words and what the treatment meant to her. For her, this wasn’t just a drug; it was hope. It was time.
The film was shared on OncoSil’s social media channels. OncoSil’s marketing director, Caner Turay, messaged us. “Before posting, I shared the video with Rogelio, the patient's son, and his response was truly heartwarming. It’s a reminder that the work you do goes beyond business – it makes a real difference in patients' lives.”
Her son Rodrigo had sent this heartfelt response: “For us, this video is a memory we will carry with us for the rest of our lives. Her story, her courage, and her message will be reflected in it, and that is something priceless.”
This was more than a medical breakthrough. It was a narrative of hope, told through real human experience.
Authenticity is not an aesthetic; it’s a mindset. Brands that focus on storytelling, consistency and genuine engagement will resonate more deeply with consumers than those who rely on visual shortcuts. As the marketplace becomes ever more crowded, truly authentic brands will stand apart – not because they look authentic, but because they actually are.
The challenge for brands today is not just how they appear, but how they act. In a world where consumers demand integrity, we need to make authenticity in brand design a lived reality, a continuous thread, not just a side note on the brief.
