What kind of image does the phrase "Our business stinks, but it's picking up!" aim to create?

The phrase "Our business stinks, but it's picking up!" creates a humorous and relatable brand perception. This expression employs a playful tone by openly acknowledging a negative aspect of the business, which is that it may not be performing well initially. By contrasting the blunt admission of the current state with the optimism of "it's picking up," the brand demonstrates self-awareness and authenticity. This approach can resonate with consumers, as it conveys that the company does not take itself too seriously and has a sense of humor about its challenges. It positions the business as approachable and transparent, which can foster a positive connection with the audience who appreciates honesty and the potential for improvement.