Are you who you say you are? Your slogan, your website, tv-commercial, key visual or presentation, do they match with your brand identity? Do they convey your added value? A successful brand shows real people and tells real stories. It has the courage to be vulnerable and to show how far it is willing to go, without overpromising. Authenticity is the first step towards believability in communication. It’s the basic condition in any empathic relationship.