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Hosted by:

Katya Allison portrait

Katya Allison

Director of Marketing Content at GRIN

The power of creating an authentic brand 

In this episode:

Re Perez

CEO, Brand Strategist, Author, Speaker

Re Perez is a Brand Strategist, Best Selling Author, Keynote Speaker and CEO at Branding For The People. As a speaker, he brings actionable insights and practical tips to every audience.

Podcast cover with Re Perez of the power of creating an authentic brand

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About GRIN Gets Real

Welcome to the GRIN gets real podcast, the show for people who want to maximize their marketing potential. From influencer marketing to eCommerce strategy and everything in between, each episode will feature industry experts that share their insights and provide actionable tips to help you achieve your marketing goals. Subscribe and stay tuned!

Full episode details

An authentic brand: What it means, why it’s important, and how to live it.

“At the end of the day, I don’t care if you are a multinational b2b brand, a b2c brand, or a personal brand, we all buy based on emotion. and then we validate our emotional buys through logic and reason.” -Re Perez

Consumers crave authenticity from brands now more than ever. To keep up, brands must begin to establish a stronger sense of identity and not be afraid to share it with the world. Consumers want a brand that is genuine and real.

One of the best ways for them to do that in this evolving landscape is to first decide what it is they stand for

Branding expert and best-selling author Re Perez joined a recent episode of the GRIN Gets Real Podcast to discuss how companies dedicated to creating an emotional connection with their audience will flourish as consumer cravings shift in favor of more genuine brands.

The power of creating an authentic brand

Companies have a unique opportunity to create lasting relationships with consumers by way of authentic branding. But to do that, there are several key elements that must first be in place. 

“What is relevant to (your consumers and clients)? What is it they care about? So the intersection of what you can credibly own, what is unique in the category, and what is relevant to your target audience is where you want to best position your brand, while also being authentic.” 

Brands willing to consider these elements and establish an identity that is boldly and unapologetically authentic are forging the strongest bonds with their audience.

In this podcast episode, listeners will learn:

  • The basic foundation for branding. What it is, and what it is not.
  • What goes into creating an authentic brand and the key elements that must be in place.
  • How creating a polarizing brand can work in your favor.
  • The process of branding (i.e. brand identity, brand marketing, etc.).
  • How brands are transitioning in to the digital landscape from a historically brick-and-mortar approach.
  • What the future holds for the world of branding.

Quotes from This Episode

Quote from the podcast "The Power of Creating an Authentic Brand" with photo of Re Perez, ""I think we're in a season collectively, of people craving. A self serving as it may sound, Authenticity and brands, people are craving, the genuineness the realness. People are craving wanting to buy from and support brands. bands that share the same ethos, the same belief systems that support maybe the same causes."

“‘Branding’ is a discipline that is designed to create, shape, and influence that desired perception you want in the marketplace.”


“We are all consumers of brands whether we realize it or not. Brands create an emotional connection with their target audiences, and if we happen to not be the target audience, it should create an emotional connection of ‘I don’t connect with this brand’ or ‘I do.’” 


“I’m really teaching — through the power of this book title — what a brand should do. It should pique your curiosity and it should evoke an emotion. It should also polarize, meaning attracting raving fans and also repelling your not-so-ideal audiences.”


“Speak to the 20% of people who are going to be raving fans, and speak so loudly and so unapologetically about who you are that your naysayers are going to be very prominent, as well. And with that you are going to pull people toward your brand because you have a strong point of view and a strong position.”


“I think what is really going to be key for brands to not only survive but to thrive, is to have a feedback loop where they are constantly engaging with their customers.” 



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