Author: Sparkling PR


How important is brand authenticity?


In only 10 years time, we have changed the way we communicate. In the past, a brand introducing itself to the world would have been encouraged to shout out lout that it was the best; be arrogant and cocky in order to succeed. Nowadays, the audience responds more positively to a brand that is willing to take the risk of being vulnerable and authentic.

Social media has played a key role in this evolution. Brands are more likely to use these platforms to show their imperfections and the audience loves it. No longer is the time of perfection, the consumer wants a real and a relatable message. Authenticity has become an important fact to consider in order to remain competitive.

But what does it really mean to being authentic? Well, it means being honest, transparent, communicating integrity. These are keywords that will ultimately guide you to consumers’ appreciation.

How do you create it? Well, we don’t actually. Authenticity already exists within each organization, among its history, its  mission, its core values, among the reality, the struggle and the truth that drives the company on a daily basis. We, as PRs, must take these messages; put them on paper, on video; and translate them into a story that will resonate among the targeted consumers.


Millenials are the key to this new way of communicating. it’s been proven that this group does not relate to the shopping trends that used to rule older generations. They are non-responsive to traditional advertising and marketing techniques. They are not looking for the “best” brand, they are looking for the brand that will relate to them the most, that engages with them but most importantly that will bring a solution to their problem.


There are 3 ways, we believe authenticity can be achieved:

  1. Show who you are by actions, not just your story.  Show your consumers what you are doing on a daily basis that makes your company thrive.
  2. Don’t patronize your audience. Engage them in a two-way conversation about your mission, your story. Videos, events and social media are a few great tools to use in this case.
  3. Be yourself. Show what your brand is truly about. You don’t need artifices to shine. Be your true self and your audience will humanize your brand, and create an instant connection.

By using authenticity in your communication plan, you are humanizing your brand and building a relationship with an audience based on honesty, integrity, love and truth which audiences respond to with genuine human emotions and feedback.


Meet our client – NOL Jewellers

Sparkling PR is pleased to welcome one more client, NOL Jewellers. A Portuguese jewelry brand founded by Luísa Bernardes and Nuno Pestana. A couple in love with jewelry for over 20 years.

The collections of NOL Jewellers are inspired by the numerous travels of Luísa and Nuno, by the different cultures, landscapes and materials coming from distant lands. The two designers combine their creativity with multiple techniques to create completely original pieces.

Sparkling PR will collaborate with NOL Jewellers in the elaboration of their communication strategy, with content creation, with press and public relations, as well as the organization of events.

We are very excited to start working with Luisa and Nuno.

Click here to discover more about NOL Jewellers.


Meet our client – Carlton Jewellery

Sparkling PR is pleased to introduce Carlton Jewelry, our most recent client. A Portuguese jewelry brand founded by Carlos Góis, 34 years old, fun and ambitious. Carlos spent his childhood in his parent’s jewelry boutiques, surrounded by the most beautiful jewelry and watchmaking brands.

From a very early age, Carlos fell in love with jewelry. Just over two years ago, he decided to launch his own brand of jewelry dedicated to the women of today, combining independence and irreverence with feminine elegance.

Carlos released two collections. The Leaf Collection inspired by the beauty of nature; and Lisbon, entirely inspired by the architecture of the Portuguese capital.

Sparkling PR will collaborate with Carlton Jewelry on a number of projects including; communications strategy consultancy, content creation, press relations, partnerships management as well as event organization.

We look forward to working with Carlos and his fantastic collections.

Click here to learn more about Carlton Jewellery.