WHY LIKABILITY WINS IN BUSINESS BY EMILY RENÉ

In a world obsessed with disruption, algorithms, and shortcuts, one truth has always set brands (and people) apart: likeability drives business.

Too often, likeability is misunderstood– dismissed as soft, surface-level, or even a weakness. But in reality, it’s one of the sharpest business strategies there is. Likeability is the difference between a message people scroll past and one they share. Between a customer who tries you once and one who sticks with you for years. Likeability builds trust. Trust builds loyalty. And loyalty builds businesses.

That belief is what led me and two brilliant partners to step into ownership & leadership of Likeable, a social-first agency with a big history and an even bigger heart. The company had once commanded a high valuation, proof of the impact it had made in the industry. Now it was in our hands: three women, former employees with over 20 years of collective experience at the company, ready to breathe new life into a place we deeply cared about. Not because it was safe, but because doubling down on likeability felt like the boldest (and smartest) move we could make.

One of the first steps we took in our new era was updating the logo and brand identity. For years, we used a thumb to represent Likeable, a simple, powerful nod to the early days of social media. As we entered this next chapter, we wanted to build on that foundation with a symbol that captured our spirit today: joy, energy, and connection. So we swapped the thumb for an exclamation point: a symbol that says we are present, excited, and worth paying attention to.

The best part? Our team voted on the final mark. Everyone had a hand in shaping this new identity. And it resonated deeply, especially because so many of us (particularly women) have been told to tone it down. Use fewer exclamation points. Be less enthusiastic. Don’t be “too much.”

At Likeable, we’re not doing that anymore. We embrace the exclamation– literally and figuratively. Because joy is powerful. Energy is contagious. And when women lead without apology for their passion, the whole tone of the room shifts.

I felt this shift personally, too. In the midst of the acquisition, I became a mom. Motherhood sharpened my focus: I made an active commitment to prioritize autonomy, creative freedom, and to model for my daughter that women can own their story, lead with heart, and be a badass in the process.

At Likeable, our north star is clear: people-powered, joyful marketing. Because behind every like, comment, or share is a human being who just wants to feel seen. And in a world where AI can generate more content than ever before, the brands that stand out will be the ones that sound, feel, and act human. Authenticity, empathy, and connection can’t be automated, and that’s exactly where likeability becomes a true business advantage.

So yes, buying back Likeable was bold. But more importantly, it was a declaration: likeability isn’t just nice to have, it’s a competitive edge. And the most likeable thing any of us can be, in business and in life, is unapologetically human.

STAY CONNECTED

• Instagram: @eablumet , @likablemedia
• LinkedIn: emilyblumette , likablesocial
• Website: www.likeable.com
• Email: [email protected]