The biggest moment in a generation for human exploration of space took place yesterday. SpaceX, Elon Musk’s space company, launched the Falcon Heavy rocket into space, with a red Tesla Roadster and mannequin blasting Bowie’s ‘Life on Mars’ aboard.

SpaceX’s Falcon Heavy.

“It’s kind of silly and fun, but I think that silly and fun things are important,” Musk said of the rocket’s precious cargo.

So let’s pause for a moment and absorb the fact that the architect of a $90 million space project allowed it to be executed with flair, humor, and authenticity.

It’s perhaps the greatest evidence that brands are allowed—nay, encouraged!—to be their authentic selves, and that consumers find it interesting.

PR campaigns should incorporate that authenticity.

Granted, much of the country would have been interested in watching a rocket being shot up into space regardless of what was aboard. But it definitely added an element of style.

Once your company has a sense of its core values and the goals it wants to reach, you should market it accordingly. Exhibit those core values publicly, via marketing campaigns that show your audience who you are. Who you’re proud to be.

Of course, trustworthiness still matters to consumers. But if approachability, humor, straightforwardness, a swear word every now and again—that all is important for consumers to see. If they connect with your brand, they’ll become your best ambassadors.

There’s nothing good about faking it, in life or in business. So don’t.

This month, we’re writing about all things fake and real: authenticity, fake news, fake Twitter followers. Follow along!