Branding is changing, and we can’t ignore it. The allure of polished corporate identities is fading and giving way to imperfect but powerful personal storytelling.
For decades, branding meant running a tight ship. Companies built elaborate style guides designed to maintain consistency above all else. This worked when audiences had limited options and information only flowed one way.
But things are different these days. Trust in institutions is declining, and the creator economy is rising. It’s no wonder that audiences now prefer individual voices that are more relatable to impersonal corporate-speak.
People Outperform Logos
Brands that want to remain competitive need a new mindset: promoting genuine human connections instead of simulating them.
Look at LinkedIn, where the 3% of company content shared by employees drives 30% of the total brand engagement. So, it’s not the message, it’s the messenger.
People want people. They look for authenticity, relatability, and connections that feel real. And this isn’t just a minor trend but a rewiring of how audiences connect with brands.
Rather than being the storytellers, businesses must become enablers of stories told by others: employees, brand advocates, and influencers.
Think of the scale potential. When brands empower diverse voices to share content (and provide them with education, resources, and platforms), they create exponentially more opportunities for meaningful connection than traditional marketing.
Let’s look at two false dichotomies that are probably shaping up in your mind right about now.
Consistency vs Authenticity
But won’t lack of control leave my brand vulnerable? Not necessarily.
Companies hopping on the personal branding wagon (without breaking a leg in the process) aren’t choosing between consistency and authenticity. They’re finding the intersection.
The way forward is to establish core brand principles but encourage individual storytellers to express them in their voice, with minimal intervention. This way, content creation becomes distributed rather than contained within marketing.
To succeed, establish enablement programs, content distribution strategies, lightweight governance models, and feedback loops that help creators improve while preserving originality.
Imperfections may slip through the cracks, sure, but they’ll just add to the authenticity element.
Human vs Technology
When used right, technology isn’t contradictory to humanity.
The most successful brands are using AI and automation not to replace storytellers but to amplify their potential. Technology excels at helping businesses maximize reach, so why not leverage it?
Relatability, not polish, will define market leaders. Efficiency, not human substitution, will drive their success.
Your employees hold the key. Ready to put them in the driver’s seat?
