Your brand is trying too hard

Ah, February. The month of grand gestures, heartfelt declarations, and, if you’re a brand, a sudden urge to flood every channel with “LOOK HOW MUCH WE LOVE YOU!” with a gazillion heart emojis.

But here’s the thing: your brand trying too hard is like someone texting “U up?” at 2 am. It’s a HUGE ick.

So, before Steven Bartlett comes at us for contributing to the declining birthrate because we said ‘ick’ (IYKYK), here’s why, in a crowded market, love-bombing doesn’t equate to affection. In fact, overdoing it usually signals insecurity, not desirability. Yep, run and tell that Steven.

Everyone talks about brand authenticity like it’s optional. It isn’t.

88 % of consumers say authenticity is important in deciding which brands they like and support. And not just in the casual, Insta-like way – they literally point to it as a reason they choose to spend money on one brand over another.

So, when your brand says, “we’re all about bringing people together!” for the tenth time this month, but the content is selling pipe cleaners, it gives off a lazy “mass appeal” vibe that today’s savvy shopper doesn’t like. Plus, the disconnect is… well… obvious.

Remember, authenticity is something your customers feel, or they don’t.

There’s a reason brands with a clear, consistent identity win more often than the chaos-theory approach.

Research shows that consistent branding can boost revenue by up to 23 %.

That’s not because consistency is safe. It’s because consistency makes people comfortable. People remember what they recognise – for example, a whopping 75 % of customers recognise brands by their logo before anything else.

You don’t need to reinvent your brand every week to stay noticed. But what you do need is something recognisable, reliable, and true to your personality that helps you show up time and time again.

If your brand doesn’t fit the love hearts and romance mould, that’s really ok. It’s better to put your marketing efforts (and budget) into a seasonal theme that does instead.

Brands that chase likes with a million different messages are exhausting.

Look at the data: 90 % of consumers expect a similar brand experience wherever they encounter you. That means your Instagram vibe, your website copy, and your customer service tone all need to whisper variations of the same sweet nothings.

When every touchpoint says something different (even if it’s trying to be cute or emotional), it dilutes trust. And what are all great love stories built upon? No, not Jacob Elordi roaming the moors as a toxic Victorian f-boy. It’s trust, silly. And that’s a currency more valuable than any fleeting Valentine’s engagement spike.

Turns out humans aren’t shallow (who knew), and brands that make a real emotional connection get significantly more loyalty.

We’re not making this up: 94 % of consumers recommend brands to their communities and networks that they feel emotionally connected to.

That’s right. Tons of emojis and “we 💛 you!” GIFs might get a quick click… but meaningful emotional ties actually drive people to advocate for your brand. Advocates don’t just buy once. They tell their friends. They come back. They stick.

Not the kind of substance that leaves Demi Moore lying guts-first on the floor (she was ROBBED of that Oscar), but here’s the tea: brands that shout about how relatable they are often aren’t relatable at all. Ergo, no substance.

That’s because relatability isn’t about bending over backwards to be liked; it’s about knowing yourself, sticking to it, and showing it in a way that resonates.

Think of it like dating: confidence beats desperation every time. Someone sure of who they are doesn’t need to send 17 unanswered messages in five minutes. They show up consistently, they’re themselves, and they let connection happen organically.

Brands are the same.

Here’s the Pistachio prescription:

• Be intentional, not gaudy. Thoughtful moments beat volume sprees.
• Be recognisable, not generic. Give people something to remember – not something they’ve seen a thousand times on everyone else’s feed.
• Be human, not performative. That means real personality and heart, not a hashtag.

This Valentine’s season, skip the desperate brand proclamations. Your audience already likes you, just the way you are, Bridget. They just need to see it for themselves

A real connection is way more attractive than any Valentine’s gimmick. If you really want to make the world swoon over what you’ve got to offer, drop us a line – or some roses and chocs, if you like 😉