Harnessing the Power of Authenticity: Building Brands, Engaging Brand Ambassadors, and Fostering Community through Storytelling, with Jake Karls, Co-founder of Mid-Day Squares

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“The future of all marketing is going to be who is the best storyteller and who is the most authentic.” – Jake Karls, Co-founder and Chief Rain Maker at Mid-Day Squares.

In an era of sensory overload, consumers crave authenticity. This is a powerful message that Jake Karls, co-founder of Mid-Day Squares, shares in his conversation with Paul Frampton on the Time for a Reset Marketing Podcast: Insights from Global Brand Marketers. The episode explores how marketing is shifting away from traditional selling methods and moving toward genuine storytelling that connects with consumers on a human level.

As brands increasingly recognise the importance of building emotional connections with consumers, Jake highlights the pivotal role of vulnerability, authenticity, and community in the success of Mid-Day Squares. Jake’s journey reveals how an authentic narrative can disrupt the market and create lasting bonds with customers, from its beginnings as a D2C brand to its rise as a beloved chocolate brand with shelf space across over 9.500 retailers in North America. 

The Shift to Storytelling in Marketing

Jake Karls believes that the future of marketing lies in authentic narratives. In the past, marketing efforts were primarily driven by the need to showcase product features and emphasise transactional value. Today, consumers increasingly seek brands that offer more than just a product. They want to connect with brands on a deeper, emotional level. 

According to Jake, “The future of all marketing is going to be who is the best storyteller and who is the most authentic.” 

In a world where consumers are inundated with advertisements, it’s the brands that can create meaningful and relatable stories that stand out. This shift from product-driven messaging to storytelling-driven marketing allows brands to foster trust and relatability. Jake explains that “people just wanna connect to real things. They want to be emotionally connected to something that means something to them.” When consumers feel emotionally connected to a brand, they are more likely to become loyal advocates, supporting the brand through thick and thin.

The Birth of Mid-Day Squares

Mid-Day Squares was born out of a personal need for healthier chocolate options. Jake’s sister had created a better-for-you chocolate bar for her husband, who struggled with sugar crashes. After recognising the growing market trends favouring dark chocolate and vegan proteins, they decided to commercialise the product. This personal origin story resonates with consumers, as it highlights a real problem being solved by real people—rather than a faceless corporation trying to profit.

Jake’s role in the company was not just to create a product but to build a community around the brand. This community-building aspect of the business was critical in setting Mid-Day Squares apart from other chocolate brands. By focusing on authentic storytelling, Jake and his team were able to foster a sense of belonging among their consumers, turning them from mere customers into active participants in the brand’s journey.

Building Community Through Vulnerability

One of the most powerful themes in this podcast episode is the importance of vulnerability in branding. Jake explains that Mid-Day Squares’ success has been driven, in part, by their willingness to share both the highs and lows of their entrepreneurial journey. 

“If you want to have a successful rainmaker in an organisation, you need not to have an ROI as your target,” says Jake. 

This shift away from focusing solely on return on investment allows for a more human approach to marketing, where brands can connect with their audience by showing their true selves, warts and all. Mid-Day Squares has built a loyal community of supporters who feel emotionally invested in the brand by documenting their struggles, triumphs, and everything in between. Jake notes that, “what they cannot copy is how you make people feel. Your story and your authenticity is the only thing that’s not copyable.” This emotional connection allows a brand to rise above its competitors and create lasting loyalty.

The Struggles of Traditional Brands

While smaller, agile businesses like Mid-Day Squares can quickly adapt to consumer demands and embrace authenticity, more established brands often struggle with these concepts. Jake points out that many large companies are bogged down by bureaucracy, risk aversion, and rigid structures, preventing them from being as authentic and creative as possible. As a result, these brands often fail to connect with their audience on a deeper level, opting instead for polished, impersonal marketing that lacks emotional resonance.

Jake’s perspective highlights a crucial challenge for traditional brands: they must evolve to stay relevant in an increasingly emotional, authenticity-driven market. Larger companies that fail to embrace the power of storytelling and vulnerability may find themselves losing ground to more nimble competitors that can forge deeper connections with consumers.

Embracing the Journey of Entrepreneurship

Jake also shares some personal insights into the challenges of entrepreneurship. He opens up about the feelings of loneliness and burnout he experienced during his journey and emphasises the importance of self-care and mental health. For Jake, success isn’t just about external achievements but about the personal growth that comes from the entrepreneurial process.

“Your business doesn’t define you. It’s just part of the current chapter of the book I’m writing,” Jake says. This mindset shift is a reminder that authenticity goes beyond marketing—it extends to how entrepreneurs approach their work and their lives. Embracing the journey, even when it’s difficult, is a critical part of building a brand that truly resonates with people.

Wrapping Up

Jake Karls’ conversation on Time for a Reset Marketing Podcast offers a refreshing perspective on the future of marketing. In a world that’s saturated with product offerings, the brands that will thrive are those that connect with their audience on an emotional level through authenticity and storytelling. By building communities rooted in real stories and vulnerability, brands like Mid-Day Squares are redefining what it means to succeed in marketing today.

Jake’s message is clear: if you want your brand to stand out, focus on creating genuine, emotional connections with your consumers. Share your journey, embrace vulnerability, and let your authenticity shine through. In doing so, you’ll create a brand that’s not only memorable but also irreplaceable.

🎧 Tune in to the full episode to hear more from Jake Karls and gain valuable insights to elevate your marketing strategies!

👉 Listen now:
Apple Podcast: https://tinyurl.com/3vxx9wzk
Spotify: https://tinyurl.com/2rjhjtwh
YouTube: https://youtu.be/Gz8AHmiTzNA

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