I mix mine so that it gets fluffier and also I usually add some type of extract to take the store bought taste from it.
I use Vanilla Extract a lot in store bought frosting (a teaspoon goes a long way and will give it that home made taste)
I have also used Almond Extract or peppermint extract depending on what type of cake I am making. I have even added banana extract to cream cheese icing to give it a little hint of banana flavor when making a banana cake.
I try to just make the icing have a little bit of flare to match the cake. I know this won't help with the hardness of the icing but after I mix it with the electric mixer I never have had a icing get hard on me. (actually I don't think I have ever had a store bought icing get hard)
I also have done as stated above and if you need a glaze put the icing in the microwave for 30 seconds to a minute and it makes a great glaze (I put it in a sealed Food Savor *unsealed in the microwave* then seal it when it comes out...after sealed I cut a tiny snip in the corner and I have the perfect icing bag for my glaze (don't suck the air out of the bag with the Food Savor just seal the bag)