A truly authentic brand isn’t born in a day. It takes time, and you will need to be patient and allow yourself the time to create authenticity and trust. The more you understand your consumers and the communities they are a part of, the easier it will become to align your content, messaging and marketing activities to align with their needs in a relevant way. Embracing authenticity is a long term strategy for brands. Whatever time it takes will be worth it, as you build loyal consumers that want to do business with you for years to come.