Why logos never beat real people

Last month, I watched something remarkable happen at our company town hall.

One of our customer service reps shared a story about how she helped a client navigate a particularly tough situation. She didn't just solve the problem — she created such a positive experience that the client immediately referred three new prospects to us.

What struck me wasn't just the new business. It was how authentically she spoke about our values without sounding like a corporate brochure. Her words carried weight precisely because they came from her personal experience, not a marketing script.

This got me thinking about what I call the "brand-employee handshake" — the “magical partnership where your team members become genuine voices for your company without feeling forced or awkward.

Let me share what happened when we started treating this seriously at our company.

We noticed something interesting, content shared by our team members received twice the engagement compared to our official company posts. People trust humans more than logos — it's that simple.

So we tried an experiment. Instead of pushing more content through our corporate channels, we invested in helping our team share their authentic experiences in their own voice.

We didn't mandate anything. We simply created a culture where people felt proud of their work and had the tools to share it naturally. We provided guidance on industry conversations worth joining, templates for sharing wins, and regular recognition for those who participated.

The results surprised even us. Website visits increased, job applications doubled, and several major clients mentioned that they chose us specifically because they felt they already "knew" us through our team's genuine sharing.

This strategy works because your employees collectively have networks that reach far beyond your corporate pages. Their voices carry authenticity that no amount of advertising budget can buy.

But the truth is, this type of communication only works when it's authentic. The moment you try to script what people say or require specific messaging, it loses its power.

Instead, focus on building a workplace where people genuinely feel proud of what they do. Create a culture of psychological safety where sharing experiences feels natural, not forced. Then provide the tools, templates, and encouragement that make it easy.

Companies like beehiiv have mastered this approach. Their team members regularly share insights, celebrate wins, and discuss industry trends in ways that feel genuine rather than promotional. The result? Traditional marketing simply cannot match the multiplier effect on brand visibility and trust.

I'd love to hear: How do you encourage your team to share their authentic experiences? Do you have formal programs in place, or is it more organic? Have you noticed any resistance or hesitation?

Reply to this email, and I would love to continue the conversation.

— Shashank

P.S.

If you found this valuable, forward this to that founder who keeps his instagram so damn corporate. And if you are the one who received it, you can subscribe here.

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