As a customer yourself, you must know how frustrating it is to find those skimpy unreliable brands that seem to pop up everywhere, promising beautiful products through pictures on their site, when the real thing may actually be cheap and far from the quality you were expecting. This is how companies lose customers, by not being transparent and faithful to their initial claims. This is how companies lose their brand authenticity. Once consumers know that they are going to be scammed by a company or store, they will probably not bother trying again and may spread a negative reputation of your brand as well. That is why brand authenticity is so important to a company’s success, and it can be stimulated through communication with customers and genuine responsiveness to the consumer’s feedback and reviews. By creating an open relationship with the clients, brands create authority and authenticity over their brand, allowing people to rely on their consistent quality.