Brand Personalities: How to Build a More Human Brand

Brand Personalities: How to Build a More Human Brand

In business, boring is a death sentence. 

Most brands are forgettable because they are a Frankenstein's monster of tired clichés and stock photos. 

The antidote is a brand personality. 

This isn't a soft marketing concept; it's a commercial weapon. It's a deliberate system of voice, tone, and story engineered to build a loyal tribe and make you the only choice. 

Forget “being authentic.” This is about being intentional.

What is a Brand Personality?

Forget the academic definitions for a moment.

A brand personality is the set of human characteristics and behaviours your brand consistently demonstrates over time.

The keywords there are behaviours and consistent.

Putting the word “Playful” on a slide in your brand guidelines is one thing. It's another thing to have a checkout process filled with witty microcopy, a returns policy named “No hard feelings,” and a customer service team trained to use humour to solve problems.

Think of it like this: you have a friend you describe as “the funny one.” You don't call them that because they once claimed to be funny. You call them that because they consistently, reliably, and genuinely make you laugh. Their funniness is proven through their actions.

That is brand personality. It’s the proof, not the claim.

Personality vs. Identity vs. Voice: Let's Clear This Up

People often jumble these terms together. Let's make it simple.

• Brand Identity: This is the whole lot. It’s the complete package of your logo, colours, messaging, values, and personality. It’s everything you use to present your business to the world.
• Brand Personality: This is the character of your brand. If your brand walked into a room, who would it be? The sharp-witted expert? The warm and encouraging friend? The rebellious trailblazer? This is the who.
• Brand Voice: This is the tactical expression of your personality through words. It dictates grammar, tone, and vocabulary. It’s how your brand’s character speaks.

A strong personality informs the voice and is crucial to brand identity.

Why Your Generic “Brand Personality” is Costing You Money

Having no personality is a problem. But having a bland, generic one is arguably worse. It gives you the illusion of doing the work without providing any benefits.

It’s a strategic flaw that quietly drains revenue.

The Problem with ‘Adjective Soup'

Here's my biggest pet peeve. A business owner downloads a “brand personality worksheet,” circles a few words like “trustworthy,” “authentic,” and “creative,” and calls it a day.

This is what I call “Adjective Soup.” It’s a meaningless exercise.

“Trustworthy” is not a personality trait; it’s the bare minimum for any transaction. “Authentic” has been used so much that it now means nothing. These are table stakes. They don't differentiate you; they just signal you’re in business.

Imagine two coffee shops.

• Shop A's Personality: “Quality, Friendly, Authentic.”
• Shop B's Personality: “Obsessive, Witty, Unpretentious.”

Which one do you want to visit? Which one can you already picture? Shop A could be any coffee shop on the planet. Shop B has a character. You know what to expect. That clarity is what gets people in the door.

You Don't Connect with a Corporation, You Connect with a Character

Humans are hardwired for connection. We build relationships with people, not faceless entities. A brand personality gives your audience a character to connect with.

The data backs this up. According to Sprout Social, 64% of consumers want brands to connect with them; a distinct personality is a primary way to do that. People don't just buy a product; they buy into a story and a tribe.

Apple users aren't just buying a laptop; they're buying into a world of sophisticated design and creativity. Harley-Davidson riders aren't just buying a motorcycle; they're buying into a culture of rebellion and freedom.

This connection creates loyalty that transcends price and features.

Consistency Breeds Trust (and Sales)

When you have a clearly defined personality, it becomes a filter for every business decision.

• Should our website design be minimalist or colourful?
• How should we word this apology email to a customer?
• What kind of photos should we post on Instagram?

A strong personality answers these questions for you. A “Sophisticated” brand will opt for minimalism. A “Sincere” brand will write a direct and empathetic apology. This consistency creates a seamless and predictable customer experience.

Predictability builds trust. Trust leads to repeat business and referrals. It's that simple.

A Simple Framework for Thinking About Personality

While the “Adjective Soup” method is a dead end, we need a starting point. The most valuable and straightforward model comes from Stanford academic Jennifer Aaker.

She proposed that brand personalities can be broken down into five core dimensions. Think of these not as rigid boxes, but as primary colours you can mix to create a unique shade for your brand.

The 5 Dimensions (A Quick Tour)

1. Sincerity: This dimension is about being down-to-earth, honest, wholesome, and cheerful. These brands feel genuine and caring.
   • Examples: Dove, TOMS Shoes, The Honest Company.
2. Excitement: Daring, spirited, imaginative, and up-to-date. These brands are often challengers, aiming to shake up a category.
   • Examples: Red Bull, Tesla, Dollar Shave Club.
3. Competence: Reliable, intelligent, and successful. You count on these brands to get the job done efficiently and effectively.
   • Examples: Google, Microsoft, Intel.
4. Sophistication: Upper-class, glamorous, and charming. These brands exude luxury, quality, and a certain exclusivity.
   • Examples: Rolex, Apple, Mercedes-Benz.
5. Ruggedness: Outdoorsy, masculine, and tough. These brands are associated with nature, strength, and durability.
   • Examples: Harley-Davidson, Yeti, Patagonia.

Your brand will likely be a blend of these. You might be 70% Sincerity with a 30% dash of Excitement. The key is to be intentional about the mix.

Going Deeper: The 12 Brand Archetypes

For those who want to add more narrative depth, the 12 Brand Archetypes, rooted in the work of psychologist Carl Jung, are an incredibly powerful tool. They represent universal patterns of human motivation.

Finding your brand's primary archetype gives you an instant story to tell.

Archetype	Core Desire	Brand Example
The Innocent	To experience paradise	Dove, Coca-Cola
The Everyman	To belong and connect with others	IKEA, Target
The Hero	To prove one's worth through courage	Nike, FedEx
The Outlaw	To liberate or disrupt	Harley-Davidson, Virgin
The Explorer	To find freedom and discovery	Jeep, The North Face
The Creator	To create things of enduring value	LEGO, Adobe
The Ruler	To create order and control	Rolex, Microsoft
The Magician	To make dreams come true	Disney, Mastercard
The Lover	To achieve intimacy and experience	Victoria's Secret, Chanel
The Caregiver	To protect and care for others	Johnson & Johnson, Volvo
The Jester	To live in the moment with joy	M&M's, Old Spice
The Sage	To find truth through understanding	Google, The BBC

A brand that knows it's “The Hero” will use completely different language and imagery than one that identifies as “The Caregiver.” This framework provides immense strategic clarity.

How to Define Your Brand's Personality: A 4-Step Action Plan

This is where theory becomes action. This isn't a one-hour task. It's a foundational piece of your business strategy.

Step 1: Look Inward – Who Are You?

Before you think about your customer, you must be clear about who you are. A personality not rooted in your company's core will feel fake and impossible to maintain.

Ask yourself:

• Why did we start this business in the first place?
• What is the one thing we believe in that our competitors don't?
• What are our three most important, non-negotiable company values?

This brings me to my second pet peeve: mistaking the founder's personality for the brand's personality. While the founder's values are the seed, the brand is a separate entity that must be crafted to serve the audience and the business's long-term goals. Don't just build a brand that is a mirror of yourself unless you are your only customer.

Step 2: Look Outward – Who Are You Talking To?

Now, think about your best customer. Not just their demographics but also their psychographics.

• What do they value?
• What is their communication style? (e.g., direct, humorous, formal)
• What other brands do they love and why?
• What personality would make them feel seen, understood, and supported?

The goal is to find the intersection between your authentic values (Step 1) and your audience's needs and desires (Step 2). A brand personality that resonates sits right in that sweet spot.

Step 3: Define the Traits (And What They Are NOT)

Now we can finally pick some adjectives. Aim for 3-5 core traits. But we're not going to stop there.

This is the most crucial part of the process: for every trait you choose, you must also define what it is not. This simple exercise prevents ambiguity and provides crystal clear direction for your team.

Create a “This, Not That” chart.

We Are…	We Are Not…
Witty	Sarcastic or Mean
Confident	Arrogant or Cocky
Knowledgeable	Academic or Dry
Direct	Abrupt or Rude
Playful	Childish or Silly

This simple chart is a goldmine. It's the difference between a team vaguely trying to be “funny” and one that understands the precise boundary between being witty and being a jerk.

Step 4: Personify It – If Your Brand Were a Person…

The final step is to make it all tangible. Build a character profile using your “This, Not That” chart.

Answer these questions:

• If your brand were a person at a party, what would they discuss? Who would they be talking to?
• What kind of car would they drive?
• What music is on their playlist?
• What's a favourite movie or book?
• Who is a celebrity that embodies this personality?

This might feel silly, but it's a powerful way to transform a list of abstract words into a living, breathing character that your entire team can easily understand and execute against. When someone asks, “Is this social media post on-brand?” you can simply ask, “Is this something that person would say?”

Bringing Personality to Life: Where the Rubber Meets the Road

A defined personality is useless if it lives in a Google Doc. It has to show up everywhere your brand does.

Visual Identity: Looking the Part

Your personality is the brief for your designer. It dictates the entire visual system.

• A Rugged brand will use bold, textured fonts, earthy colour palettes, and photography featuring natural landscapes and real people.
• A Sophisticated brand will use elegant serif typography, a minimalist layout with lots of white space, and high-fashion, artistic imagery.
• An Exciting brand might use vibrant colours, dynamic, asymmetric layouts, and energetic, action-oriented visuals.

The visuals are the clothes your personality wears. Getting this right is the core of a strong brand identity that communicates your character before a single word is read.

Copywriting: Sounding the Part

This is the most obvious place for personality to shine. It's your word choice, sentence length, use of slang or jargon, and overall tone.

Look at the difference:

• Oatly (Jester/Activist): “It’s like milk, but made for humans.” The copy is quirky, opinionated, and slightly confrontational.
• A generic almond milk brand: “A delicious, dairy-free alternative. Our almond milk is a wholesome choice for your family, rich in calcium and vitamin E.” The copy is safe, descriptive, and utterly forgettable.

Your defined voice determines whether you write “utilise” or “use,” “request assistance” or “ask for help.”

Actions & Experience: Acting the Part

This is the most essential element, and the one most businesses forget. Your personality must be reflected in your actions. Your policies and processes are powerful brand signals.

• Does your Caregiver brand have a frustratingly complicated returns process? That's a personality disconnect.
• Does your Jester brand send stiff, robotic order confirmation emails? That's a personality disconnect.
• Does your Competence brand have a buggy, slow-loading website? That's a massive personality disconnect.

Every touchpoint, from how you answer the phone to the materials in your packaging, is an opportunity to prove your personality is real. Zappos built an empire by selling shoes and executing a “Sincere” and “Caring” personality through legendary, over-the-top customer service.

Case Studies in Character: Brands That Get It Right (and a Few Who Don't)

Let's look at some real-world examples.

The Good: Masters of Personality

• Harley-Davidson (The Outlaw): They don't sell motorcycles; they sell rebellion, freedom, and belonging to a brotherhood of outsiders. Everything from their loud, rumbling engine design to their use of raw materials like leather and chrome reinforces this singular personality. They have built an entire culture around it.
• Oatly (The Jester/Activist): In a category full of gentle, wholesome brands, Oatly came in loud. Their packaging is covered in quirky, long-form copy. Their ads are self-deprecating and often strange. They take a firm, activist stance on sustainability. This strong, opinionated personality is polarising but has created a tribe of die-hard fans.
• Mailchimp (The Innocent/Jester): Email marketing is a traditionally boring B2B category. Mailchimp differentiated itself with a friendly, encouraging, and slightly quirky personality. Their monkey mascot (Freddie), cheerful colour palette, and simple, encouraging language make a complex service accessible and fun.

The Risky: Walking the Tightrope

This brings me to my third and final pet peeve: the “Wendy's Wannabe.” Brands like the fast-food chain Wendy's and the airline Ryanair have found success with a “Jester” personality that is snarky, sarcastic, and confrontational.

Many small business owners see this and think, “We should do that!”

This is almost always a terrible idea. Here's why it works for them and won't for you:

1. They are Challenger Brands: Their primary goal is to poke their industry's established, boring leaders.
2. It Aligns with Their Product: Ryanair's sassy, no-nonsense voice perfectly matches their no-frills, cheap-as-chips business model. You know you're not paying for politeness.
3. They are 100% Committed: They have an entire team and legal department dedicated to this high-wire act. They are prepared for the backlash.

When a small accounting firm or a local bakery tries to be “savage” on social media, it feels inauthentic and desperate. It alienates the exact customers they need to attract. Don't copy the tactics without understanding the strategy.

The Bad: When Personality Fails

Personality fails when it's not authentic. A classic example is a major oil company running a massive ad campaign about its “green” initiatives and “Caretaker” personality. The public can see the disconnect between the advertised personality and the company's core business actions. This is called “greenwashing,” and it destroys trust faster than anything else.

For a small business, this could look like:

• A brand with a “Sincere,” down-to-earth personality using corporate jargon and complex legal terms in its contracts.
• A “Sophisticated” luxury brand offering discount codes every other day, cheapening its perception of exclusivity.

Your actions must always align with your stated character.

Your Next Move: Stop Describing, Start Behaving

A brand personality is not a document you create once and file away. It's a commitment. It’s a promise to your customers that you will show up in a consistent, recognisable way every single time.

It’s the difference between being just another option and the only choice.

So stop being boring. Stop hiding behind meaningless buzzwords. Make a deliberate choice about who you want to be, then prove it with everything you do.

What is one thing—one email, one social media post, one product description—that you can change today to reflect better the character you want your brand to have? Start there.

If you’re ready to stop blending in and build a stand-out brand, the process starts with defining its core character. If you need a partner to help you uncover that personality and translate it into a compelling visual identity, we should talk. Check out our approach to brand identity design or request a quote to discuss your project.

Frequently Asked Questions about Brand Personalities