Being real works better than being impressive, especially in Maine.

One of the clearest patterns we see working with Maine-based organizations is this: people may say they want innovation and aspiration, but their buying behavior tells a different story.

Recent studies show 88% of consumers cite authenticity as a key factor in choosing which brands to support. Here in Maine and across New England, that rings especially true.

The real opportunity isn’t to look bigger, slicker, or more visionary. It’s to feel genuine.

Key Insight

Aspirational, high-gloss messaging grabs attention. But authenticity earns trust, and trust drives sales.

In our client work, brands that anchor their message in what’s real: experience, community context, and Maine-specific proof consistently outperform those that rely on polished promise alone.

Two Strategic Takeaways for Your Next Campaign

1. Talk less about what you could be. Talk more about what you are.

Instead of:

“We’re redefining the future of Maine service.”

Try:

“Serving Maine families since 1978 and still earning your trust, one job at a time.”

A grounded, genuine feeling message signals competence and credibility. It meets Mainers where they are, without overselling where you hope to go.

2. Leverage local proof early and often.

Trust is the gateway to a purchase: 81% of consumers say they must trust a brand before buying.

Highlight real Maine outcomes, real Maine voices, and real Maine stories:

• testimonials from local customers
• proof points tied to the communities you serve
• staff longevity or generational ownership
• measurable results from right here in the state

Those cues matter more to the Maine consumer than any abstract claim of “excellence.” 

Authenticity Doesn’t Land the Same for Everyone

Our Mindsets of Maine research identifies attitudinal groups that shape how Mainers make decisions. Even within the same region, people process trust cues differently. Here’s an example with two of the three major groups:

Proud Mainers: Value tradition, reliability, and respect for local experience.
They respond to:

“Locally owned. Locally accountable.”
“Serving your town for 40+ years.”
“The same team your neighbors trust.”

Disparagers: Skeptical by default. They need evidence before they believe anything.
They respond to proof-driven specificity:

“Rated 4.8 stars by 3,200 Maine customers.”
“94% of service calls completed within 48 hours.”
“See all our reviews, the good, the bad, and how we fixed it.”

Same theme — trust — but two very different approaches.

Knowing which Mindset you’re speaking to helps you tailor authenticity in a way that builds trust and wins customers.

If you want help translating your Maine-rooted story into messaging that builds trust where it counts, let’s talk.

The Maine Insights Lab is here to help you turn your authenticity into a key advantage.