I totally understand where you're coming from. Remember though, you can market and build a brand without being a bullshit artist. If you're good at what you do, and you provide a great service, why not showcase it as much as possible?
If you're disingenuous, people will see right through it. Our old business partners would post daily, and it was always fluff. "Bring out the boxer within!" "You either win, or get better!" "Monday's be like..." Shit like that. They've got a million followers on social media, but very few post likes. Why? Because people know that it's all pillow talk. There's no substance there. They post for the sake of posting, and that it.
Our post are never about us. It's always about our members. Sports teams, families that train together, young/aspiring boxers that are preparing or have won fights, etc. These are the type of post that resonate with people. They're genuine and people can relate to them. I truly like these people and am proud of their accomplishments, and people get behind that sort of thinking.
If you're legitimately passionate about what you do, people will flock to you. You can't impress people if they don't know you exist.