Rebel, here’s the uncomfortable truth: people don’t connect with logos. They connect with faces, stories, and the messy middle of building something. In this throwback episode, Fab and returning co-host Jess Bruno dig into why founder-led content is now your most powerful marketing asset, and how to do it without burning out or faking it.
About Jess Bruno
Jess Bruno is a social media content strategist who supports service-based providers. She creates engaging, purpose-led content that leads to significant conversion results, using her 10 years of digital marketing experience.
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Curated vs. Real: You Don’t Need a Content Team
Big names like Grace Beverly and Molly-Mae curate polished behind-the-scenes content with whole teams behind them. You don’t have to. For smaller founders, the messy, unfiltered version is the advantage — it signals you’re real, reachable, and still in the arena.
- Share one honest “here’s what’s actually going on” post this week — no filter, no polish
- Skip the branded graphic; use a selfie video or plain photo instead
- Frame a recent setback as a lesson your audience can steal
Bring Other Faces In: Employee & User-Generated Content
Brands like Currys and Argos let their teams create content, and it lands because it feels human, not corporate. Whatever the size of your team (even if it’s just you and one collaborator), other voices add trust and personality.
- Feature a day-in-the-life or behind-the-scenes clip from someone on your team
- Reshare customer stories and tags as social proof
- Keep the tone casual — talking-to-camera beats over-produced every time
Stop Hiding Behind Templates
Recycled Canva templates and generic graphics quietly cheapen your brand. Casual, personal formats (talking-head videos, real photos, quick tips) consistently outperform the polished stuff because they actually sound like a person.
- Audit your last 9 posts: how many show your face or voice? Aim to double it
- Build a small prompt bank tied to your values so you’re never posting on autopilot
- Weave soft CTAs into normal content (a DM, a newsletter link) instead of saving the ask for launch day
Join us for the Business of Marketing on 13 November: grab your ticket.