Mid-Day Squares: The Human Side of Brand Building
- Vanesa Lalo
- 8 hours ago
- 2 min read
In this episode of The DTC Insider, Brian Roisentul sits down with Jake Karls, Co-Founder & Rainmaker of Mid-Day Squares, to discuss what it really takes to build a brand people genuinely want to be part of.
Jake shares the biggest lessons he's learned while building Mid-Day Squares from a condo kitchen into one of the most recognizable CPG brands, explaining why authenticity, human connection, and storytelling have been the foundation of the company's growth from day one.
They dive into entrepreneurship, founder mindset, resilience, finding the right role within your business, and why documenting the journey can create stronger relationships than traditional marketing. Jake also shares why trust is the foundation of every successful brand, how vulnerability creates deeper customer connections, and why authenticity remains one of the few competitive advantages that can't be copied.
Plus, they explore AI, community building, emotional branding, leadership, and why the brands that will thrive in the future are the ones that never lose their human connection.
Here’s a glimpse of what you’ll learn:
• Why authenticity is one of the strongest competitive advantages a brand can have.
• How Mid-Day Squares built a brand people genuinely want to be part of.
• Why finding the right role as a founder can transform your business.
• The importance of storytelling in creating emotional connections with customers.
• Why trust is the foundation of every successful brand and lasting customer relationship.
• How documenting the entrepreneurial journey helped build a loyal community.
• Why resilience is one of the most important traits every founder needs.
• How vulnerability can become one of your brand's greatest strengths.
• Why human connection will matter even more in the age of AI.
• How to create a brand that stands out by being authentic, not by chasing trends.
• The mindset Jake Karls uses to navigate entrepreneurship through adversity and uncertainty.
• Why the brands that succeed in the future will be the ones people truly connect with.
Resources mentioned in this episode:
Sponsor for this episode:
This episode is brought to you by BSR.
BSR helps 7-figure+ brands build and optimize strategic growth systems that unlock hidden revenue and scale profitably, without adding chaos, channels, or unnecessary spend.
To learn more about BSR, visit their website or book a call here.
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