Why We're All In on \"Relatability\": A Modern Branding Story
Remember when brands were supposed to be flawless, untouchable, and perfect? That era is over. Today, the brands that win are the ones that feel less like a corporation and more like a friend.
The Death of the "Corporate Veil"
For decades, marketing was a one-way street. Brands broadcasted polished messages from on high, and as consumers, we just had to take their word for it. But social media didn’t just give us a voice; it gave us a backstage pass. It tore down the wall between brands and the people they serve.
Now, we don't just want to see the final, perfect product. We crave the process, the personality, and the proof that there are real, living, breathing humans behind the logo. Polished perfection doesn't build trust anymore—it often feels fake. Authenticity is the new currency, and the brands that understand this are the ones forging real connections. Want to learn more about the visuals behind this authenticity? Check out The "How" of Branding Visuals.
A flashback from a Band Called HYBS
If you want a masterclass in modern, relatable branding, look no further than the meteoric rise of a Thai indie-pop duo called HYBS. I stumbled upon them by accident, listening to a random YouTube playlist during the pandemic. One track, "Ride," immediately stood out. It wasn't just the music—a smooth, mellow vibe with a distinct, low snare that was instantly recognizable. It was the whole aesthetic. The music video felt like a home movie from the 80s. The shots were a bit shaky, the editing wasn't flashy, and the whole thing exuded a simple, unexplainable charm that made you feel like you were right there with them. It was pure vibe, and it was utterly relatable. This was a band born out of pandemic boredom, when two old friends, Karn Kasidej and James Alyn Wee, reconnected and started making music just for fun in their bedrooms.
Their name itself is a perfect example of their brand. HYBS stands for "Have You Been Shrimp"—an inside joke stemming from a TV show. It's quirky, memorable, and doesn't take itself too seriously, which made fans feel like they were in on the joke. This wasn't a manufactured brand; it was a genuine friendship people could connect with. Their music, from chillbeat tracks like "Tip Toe" and "Dancing with my phone" to the deeply emotional "Prettiest to Me," felt like it was made to help people express their own feelings. HYBS built a massive, loyal community not with a huge ad spend, but by being themselves.
When they announced their amicable disbandment in early 2024, fans were sad but supportive. The split wasn't a drama-filled scandal; it was positioned as the end of a beautiful project and the beginning of new creative journeys. Now, as solo artists, they continue to thrive by leaning into their unique, authentic styles. James Alyn channels a nostalgic, 80s retro-synth sound with Show Me Your Love, Dim The Lights and 2019, while Karn, now known as WIM, explores a blend of indie and R&B in Magic, Two Of Us, Snacks & Wine and Moonlight. I've read a few comments in their Youtube videos that there are a few listeners age 60s and 70s they really appreciate and still can relate to both their crafts, that has fans suggesting a collaboration with Bruno Mars. Their story is a powerful lesson in Brand Storytelling.
How to Inject "Polished Imperfection" into Your Content
So, how do you capture a bit of that HYBS magic? It’s not about being messy; it's about being human within a professional framework.
Here are a few actionable tips:
Leave the small "mistakes" in. Did you let out a little laugh or stumble over a word in your video? Don't be so quick to edit it out. Those moments are human, and they make you more relatable.
Show the "before." Share a glimpse of your process before it's perfect. A shot of your messy desk before a big project, the raw ingredients before they become a finished product, or a brainstorming session—this is the stuff that builds connection.
Talk about a challenge. You don't have to air all your dirty laundry, but being open about a hurdle you're facing or a lesson you've learned shows vulnerability and builds immense trust.
Embrace the low-fi aesthetic. Not every video needs to be a cinematic masterpiece. Sometimes, a simple, shaky phone video can feel more immediate and authentic than a high-production shoot. The key is that the story and the emotion are clear.
Both James Alyn and Wim remind us of a powerful truth: that artistry flourishes when we embrace our individuality. Their work sends the message that we don’t have to conform to trends or external expectations to make something meaningful. Instead, we can chase and express our own style, trusting that our authenticity will connect with others in ways we may not even anticipate. By creating from a place of honesty and genuine passion, they prove that true talent transcends boundaries of time, style, race, and age. Their obras stand as timeless examples that creativity rooted in authenticity not only resonates but also inspires. This reminds us that our uniqueness is not a limitation but a strength—one that can create works that speak universally while still being deeply personal. In being ourselves, we make art that is both relatable and lasting.
You Have the Story; I Have the Toolkit
Finding that sweet spot between professional and relatable in your videos can be tricky. A skilled editor knows how to preserve the human moments that build trust while ensuring the final product is sharp, emotionally resonant, and serves the story you're trying to tell.
Chasing trends is a race to the bottom, but sharing your authentic story will always connect. If you're ready to stop chasing and start connecting, and you need a partner to help you find that perfect balance, let's chat.
