If your brand were a person, would you hang out with it?
When was the last time you genuinely connected with a brand? Like, not just thought, “Oh, this looks nice,” but felt a real connection. Likely, it wasn’t because their logo was shiny or their website had fancy animations. It was because they felt real, like a person with a personality, not just a company selling you yet another thing.
That’s the thing—your brand isn’t just your logo or your colours. It’s a personality, an emotion. It's almost like a character in a story. And if you don’t think about it like that, you’re missing the best part of branding.
Your brand is more than just pretty.
Don’t get me wrong—a great design is crucial. But on its own? It’s flat. It’s like a beautifully wrapped gift box with nothing inside. Your brand needs depth. It requires a story and quirks that make people want to stick around.
I always think about brands as if they’re people. If your brand walked into a room, who would it be? The charming joker? The quiet but confident leader? The approachable friend everyone trusts?
When you see your brand as a character, suddenly, everything falls into place. The way it speaks, looks, and interacts becomes more intentional.
So, how do you give your brand a personality?
It’s not just about adding cheeky copy to your website or picking fun fonts. It’s about creating something tangible that resonates with people.
Know What You Stand For
What are the values at the heart of your brand? Are you all about innovation? Honesty? Playfulness? These values are what give your personality direction.Find Your Voice
If your brand could talk, how would it sound? Casual and fun? Thoughtful and bold? Like someone who’d offer you a cup of coffee and a pep talk?Lean Into What Makes You Different
Don’t be afraid of the quirks. It’s the messy, unexpected parts that make your brand stand out.Keep It Consistent
Personality isn’t a one-time thing. It needs to appear everywhere—your website, emails, and social media captions. It’s about being recognisable in every interaction.
Why personality matters.
People connect with people—not businesses. A strong brand personality creates that connection. It’s not just about selling something; it’s about making people feel something. Trust, excitement, curiosity. That’s what keeps them coming back.
“Brand is the holistic sum of customers’ experiences, composed of visual, tonal, and behavioural brand components, many of which are shaped by interaction design.”
Think of Nike. Their personality is all grit and ambition, making you feel like you could run that marathon or climb that mountain.
That’s the power of a brand with personality—it doesn’t just sell; it inspires.
I’ve always been a T2 tea fan, but their collab with Penguin Books? Genius. Matching teas with iconic reads wasn’t just clever; it was emotional. Think vibrant Lemongrass & Ginger for The Great Gatsby. They didn’t just sell products—they understood their audience to a tea. (Pun very much intended.) Am I a stereotype for being artsy, a book lover who adores tea… and potentially is a big fan of the mad hatter tea party scene? Yes, but I’m not alone. They asked the right questions and reaped its rewards, with much of it sold out and anticipation for more.
Do I love other brands of tea, of course? However, T2 nailed it from the store staff to its promise of sustainability, the campaigns, and the website user experience. T2 embraces who they are and speaks in unity.
How I think about branding.
When I work on a brand, I approach it like creating a character. I want it to feel alive—something people can relate to, connect with, and remember.
So, if your brand walked into a room, who would it be? The life of the party? The no-nonsense problem solver? The dreamer? What do they stand for? Who do they hang with?
If you don’t know, that’s okay. That’s where the fun starts.
Let's chat if you’re tired of cookie-cutter brands and want something with a little more heart. Branding isn’t just about looking good—it’s about feeling right.
