How Being “Real” Wins in Today’s Market
Consumers today are more skeptical than ever. They’re bombarded with ads, promises, and polished sales pitches—yet trust in brands is at an all-time low. What’s cutting through the noise? Raw and relatable marketing. The brands that show up authentically, with all their quirks and imperfections, are the ones winning hearts.
If your growing business is stretched-thin or has an inefficient marketing team, this is your golden ticket. You don’t need a massive budget or perfectly curated branding —you just need to be real.
Here’s why human-centric branding is the secret to scaling trust (and your business).
Consumers Crave Connection, Not Perfection
The overly polished, corporate-speak marketing strategies don’t work like they used to. Today’s buyers want brands that feel human, brands they can relate to, and brands they believe in.
Transparency builds trust – Show behind-the-scenes content, admit mistakes, and share the journey.
Authenticity drives engagement – People connect with real stories, not scripted ads.
Relatability creates loyalty – The more your brand feels like a person, the stronger the emotional connection.
Let’s look at a few real-world examples:
Mid-Day Squares – This snack brand has built a cult following by sharing the raw, unfiltered realities of running a business. From financial struggles to behind-the-scenes team dynamics, they document it all on social media, making customers feel like they’re part of the journey.
Duolingo – Their playful, unfiltered TikTok presence has skyrocketed engagement, showing a fun, relatable side of the brand. Their mascot, Duo, is known for meme-worthy content that breaks traditional marketing norms.
Liquid Death – Turned canned water into a viral sensation by being unapologetically bold and not playing by the “rules” of traditional branding. Their rebellious, humorous approach has won over a fiercely loyal audience.
How Growing Businesses Can Apply This (Even With a Lean Marketing Team)
Show More Behind-the-Scenes – People love to see the humans behind the brand. Share team moments, production processes, and even the struggles.
Tell Unfiltered Stories – Forget robotic sales pitches. Share real customer wins, founder failures, and the lessons in between.
Engage Like a Human – Reply to comments with personality, not corporate jargon. Spark conversations, don’t just broadcast messages.
Ditch Overly Scripted Content – It’s okay to be messy, funny, or imperfect. That’s what makes your brand feel real.
Need Help Bringing This to Life?
If you’re nodding along but thinking, “My team doesn’t have the time or strategy to pull this off,” you’re not alone. That’s where a fractional CMO comes in.
We bring in high-level marketing strategy and execution without the cost of a full-time executive. Here’s what we will do for you:
Develop a clear, authentic brand voice (so your content actually connects)
Streamline your marketing efforts (no more wasted resources on ineffective strategies)
Create a content strategy that works (without overloading your team)
Drive growth while keeping marketing lean and efficient
If you’re ready to market smarter (not harder), a fractional CMO might be the perfect solution for your business’s next step.
Ready to get to work? Let’s connect.
Book your free discovery call today at hello@ieconsultingcorp.com
