Let’s be real.
People are tired of perfect.
In a world of polished feeds and AI-perfect branding, the unpolished brand is what stops the scroll.
Your perfect Instagram grid.
Your polished sales video.
Your flawless copywriting.
All of it just screams: “AI made this.”
But people don’t want perfect anymore. They want real. Messy. Human. Imperfect.
Because imperfection is the only proof you’re not a bot.
What we’re seeing everywhere
We’re seeing a global shift:
- Brands using grainy phone videos instead of fancy commercials
- Founders going live in hoodies, not suits
- Websites with spelling mistakes getting more comments than polished ones
It’s not because people suddenly hate good design. It’s because they hate being tricked. They’re suspicious of perfection.
When everything feels too clean, too scripted, too “designed,” people back off.
Why the unpolished brand beats perfection
This is what an unpolished brand looks like: grainy videos, real voices, unscripted thoughts.
Here’s what works now:
- A shaky selfie video explaining your offer → feels honest
- A founder talking about a failed product launch → feels relatable
- A product page with typos → feels real
These small flaws signal that there’s a human behind the brand.
And in a world of AI-everything, that’s a massive advantage.
Why this works
When something is too perfect, our brain thinks it’s fake.
When something feels raw and personal, our brain says, “this is real.”
It builds trust without even trying.
Remember: People don’t trust companies. They trust people.
And unpolished = human.
What you can do right now
- Post a behind-the-scenes photo today.
- Share a story that isn’t a success story.
- Stop editing out the mess. Show the mess. It’s what makes you trustworthy.
Final thought
You’re not in the business of selling perfect.
You’re in the business of connection.
The more you let people see the real you, the more they’ll want to buy from you. People want real stories, not scripts. They want to feel seen, not sold to. That’s the shift.
