What was the last thing you shared in your friend group, or reposted to your socials? Chances are it was a funny fall video, a cute pet moment, a call-back to yesteryear or a tug at your heartstrings feel-good moment. It probably wasn’t an ad, and if it was from a brand, chances are, it felt real and relatable. In today’s saturated media environment, where consumers are bombarded with countless messages across various platforms, standing out requires more than catchy slogans or flashy campaigns. It demands authenticity. Communication authenticity is not just about what you say, but how you stay true to your brand values and deliver a consistent narrative.
According to a report by MarketScale, 90% of consumers say authenticity is important when deciding which brands they like and support. When brands fail to live up to this, they can quickly lose credibility. Plus, consumers are more likely to support a brand if it shares a similar stance on social, environmental, or cultural issues. As such, authenticity is no longer a ‘nice-to-have’ quality, it is central to long-term success.
Walk-On’s & Danny Stutsman: An Authentic Storyline
At the heart of authentic communication is a strong connection to your brand’s values. Those values should guide every decision, from the stories you choose to tell the way you engage with your audience. Walk-On’s Sports Bistreaux, a nationally recognized restaurant and sports bar, is built on the story of the underdog, representing grit, determination, and teamwork. The brand was built by walk-ons—athletes who worked hard to earn their spot on the team despite not being offered a scholarship. This identity doesn’t just exist in the abstract; it’s embodied in everything they do, from their menu to their community outreach efforts.
Recently, Walk-On’s Sports Bistreaux collaborated with Oklahoma University to surprise star linebacker Danny Stutsman by matching his $50,000 donation for walk-on players on the OU team. Seeing that Stutsman understood and valued these players, made the idea of matching his actions even more in sync with the brand ethos. When Walk-On’s representatives shocked the 18 Oklahoma University walk-on players on the field, it captured the brand’s essence in a way that naturally sparked engagement across social media and beyond.
The moment showed how staying authentic and aligned with a brand’s mission can create a compelling story and generate shares, creating extensive buzz. The entire event, from the donation match to the social media posts, felt natural and aligned with the brand’s core values. The authenticity of this contribution was not just a transactional marketing stunt; it was an emotional, compelling story that felt genuine.
Integration Across Platforms: Full Circle Authenticity
For a brand story to truly resonate, it must be integrated across all channels in a way that feels organic. Walk-On’s used multiple touchpoints to tell a unified story without diluting its message. The ‘surprise moment’ was not only covered by media outlets like Sports Illustrated and On3 but also leveraged across Walk-On’s social platforms, including Instagram. Walk-On’s Instagram account, which collaborated with OU Football and other relevant personalities in sports, showcased the authenticity of the brand’s storytelling, as they shared heartfelt moments from the event and built on the narrative of supporting underdogs.
Walk-On merged traditional earned media with a powerful social media presence, creating a consistent, relatable, and shareable storyline. This integration across platforms is critical for brands looking to craft stories that resonate with various audiences.
The Importance of Staying True to Your Brand Story
To tell a truly authentic and compelling story, a brand must not stray from its roots. Walk-On’s story of supporting walk-on athletes has always been a consistent focus, and it is one that is baked into their DNA. Whether it’s in their menu (which often draws inspiration from sports and teamwork) or in their community efforts, the brand never wavers from its core values of perseverance and hard work. This consistency makes their stories feel authentic and genuine, as exemplified by Walk-On’s donation to Oklahoma Sooner walk-on athletes. Brands that pivot too far from their origins or try to capitalize on trends that don’t align with their identity run the risk of losing their authenticity. Audiences can tell when a story feels forced or inauthentic, leading to distrust.
Authenticity is the Key to Shareworthy Content
In the age of fast media and fleeting content, the stories that stand the test of ‘shareable’ time are those that are rooted in authenticity. By staying true to their values and fully integrating their story across platforms, brands can craft narratives that not only capture attention but also gain sharable traction through an ‘authentic moment,’ as seen with the Walk-On’s and Danny Stutsman collaboration. At every touchpoint a brand needs to reinforce its core mission, creating a story that is not only compelling but truly meaningful in order to extend the story through social channels.
Walk-On’s Sports Bistreaux exemplifies how brands can stay true to their mission while telling compelling stories that resonate deeply with their audience. The Walk-On and Danny Stutsman collaboration is a testament to the power of authentic stories and an important lesson for marketers and communicators.
