10 Brands with Personality: How to Make Your Business Unforgettable

10 Brands with Personality: How to Make Your Business Unforgettable

Why do some brands attract rabid fans while others struggle to get noticed?

It's not luck. It's not (just) massive marketing budgets. It's personality.

I've spent years studying the world's most successful brands. The ones that don't just sell products – they create movements. The secret? They've mastered infusing their brand with a distinct, memorable personality that resonates deeply with their target audience.

Today, I'm breaking down ten brands that have nailed this approach. More importantly, I'll show you how to apply their strategies to your business.

Forget bland mission statements and forgettable logos. We're talking about building a brand that people genuinely connect with on an emotional level.

Ready to transform your business from “just another option” to “the only choice” in your customers' minds? Let's dive in.

🔰 TL;DR: Discover how 10 remarkable brands leverage distinct personalities to dominate their markets. Learn actionable strategies to infuse your business with character, connect emotionally with customers, and skyrocket brand loyalty. No bland corporate speak – just actual tactics for creating a brand that people can't stop talking about.

1. Innocent Drinks: Playfulness Personified

Innocent didn't invent smoothies. But they did revolutionise how a beverage brand could speak to its customers.

Their secret weapon? An irresistibly quirky, almost childlike personality that permeates everything they do.

The Innocent Way

• Packaging that talks: Their bottles feature whimsical messages like “Stop looking at my bottom” printed on the base. It's unexpected, makes you smile, and crucially, makes you want to tell others about it.
• Social media gold: Their Twitter feed reads like messages from your funniest mate, not a corporate entity. They riff on current events, crack jokes, and even poke fun at themselves.
• Values with a wink: They're serious about sustainability but communicate it with lines like “We're trying to leave things a little bit better than we found them (although we've made the earth a bit sticky).”

Why It Works

Innocent tapped into a fundamental truth: people crave moments of joy and levity in their daily lives. By positioning themselves as the “fun” option in a sea of serious health brands, they've created an emotional connection far beyond the bottle's liquid.

Your Action Plan

1. Audit your brand voice. Is it distinctly “you”, or could it be any company in your industry?
2. Identify opportunities to inject personality into unexpected places (packaging, error messages on your website, email signatures).
3. Don't be afraid of humour – but make sure it aligns with your target audience's sensibilities.

Remember: You're not just selling a product. You're selling a feeling. What feeling does your brand evoke?

2. Dollar Shave Club: Disruption Through Irreverence

In 2012, a tiny startup took on billion-dollar giants like Gillette with nothing but a hilarious video and a promise of affordable razors delivered to your door.

Dollar Shave Club didn't just enter the market. They exploded into it, armed with a cheeky, unapologetically masculine personality that turned the staid world of shaving on its head.

The Dollar Shave Club Way

• Viral marketing mastery: Their launch video (which cost only $4,500 to produce) racked up millions of views and set the tone for their brand. Riding forklifts and wielding machetes, the CEO declared, “Our blades are f***ing great.”
• Irreverent copywriting: Product descriptions like “Is it possible to fall in love with a razor?” and “Butt wipes for men” (yes, really) became their norm.
• Challenging the status quo: They openly mocked the “unnecessary technology” of their competitors, positioning themselves as the no-nonsense alternative.

Why It Works

Dollar Shave Club recognised that men were tired of overpaying for razors and being bombarded with pseudo-scientific marketing. Adopting a “straight-talking buddy” persona created instant rapport with their target audience.

Your Action Plan

1. Identify the pain points in your industry that everyone accepts, but no one talks about.
2. Craft messaging that directly addresses these frustrations in a bold, controversial way.
3. Feel free to polarise. A strong personality will attract your ideal customers and repel those who aren't a good fit (which is a good thing).

Here's a hard truth: If your brand isn't offending someone, it's probably not interesting enough to attract anyone passionately.

3. Oatly: The Art of Delightful Self-Awareness

Oatly didn't invent oat milk. However, they turned a niche alternative dairy product into a global phenomenon through sheer force of personality.

Their secret? It's an almost painfully self-aware brand voice that pokes fun at marketing itself while still being… outstanding marketing.

The Oatly Way

• Brutally honest packaging: Their cartons feature copy like “Look, it's just oats, water, and other stuff. What do you want us to say?”
• Ads that mock ads: Billboards with slogans like “You actually read this? Total success!” or “We spent an insane amount of money on this fancy billboard. Hope someone interested in oat drink reads it.”
• Embracing imperfection: They openly discuss sustainability challenges and admit when they don't have all the answers.

Why It Works

In a world of polished corporate messaging, Oatly's approach feels refreshingly human. They've tapped into the modern consumer's distrust of traditional advertising by… well, advertising their distrust of advertising.

Your Action Plan

1. Audit your current messaging. Where can you inject more honesty, even admitting flaws or uncertainties?
2. Experiment with breaking the “fourth wall” in your marketing. Acknowledge that you're trying to sell something, but do it in a way that builds trust rather than erodes it.
3. Don't be afraid to show the human side of your business. Imperfections can be endearing if framed correctly.

Remember: Authenticity isn't about being perfect. It's about being honest.

4. Brewdog: Punk Attitude in a Bottle

Brewdog burst onto the craft beer scene with a simple mission: to make other breweries look boring.

Armed with a rebellious spirit and a flair for publicity stunts, they've grown from a two-person operation to a global brand valued at over £1 billion.

The Brewdog Way

• Provocative product names: Beers like “Tactical Nuclear Penguin” and “Sink the Bismarck” push the boundaries of both alcohol content and good taste.
• Guerrilla marketing mastery: They've projected themselves onto the Houses of Parliament, driven a tank through London, and even created a “protest beer” against Russia's anti-gay laws.
• Transparency taken to the extreme: They've published their entire recipe book online and hold annual shareholder meetings that are more like rock concerts than corporate events.

Why It Works

Brewdog recognised that craft beer enthusiasts were looking for more than just flavour – they wanted to be part of a movement. By positioning themselves as anti-establishment rebels, they've created a tribe of loyal followers who see drinking their beer as a statement.

Your Action Plan

1. Identify the “establishment” in your industry. What are the unwritten rules that everyone follows?
2. Brainstorm ways to deliberately break those rules in attention-grabbing (but still legal) ways.
3. Don't just sell a product – sell a worldview. What does using your product or service say about a person's values?

A word of caution: This approach isn't for the faint of heart. You will ruffle feathers. But if you're willing to weather some controversy, the payoff in brand loyalty can be enormous.

5. Mailchimp: Turning Tech into Charm

Let's be honest – email marketing software isn't exactly the sexiest product category. However, Mailchimp has built a beloved brand in this space through sheer force and personality.

Their secret? Infusing every touchpoint with a quirky, approachable charm makes dealing with email feel almost fun.

The Mailchimp Way

• Freddie the Chimp: Their cheeky monkey mascot appears everywhere, from loading screens to error messages, adding a playful touch to the user experience.
• Delightful micro-copy: Small interactions are filled with personality. A sent campaign is met with a “High five!” and a tiny animated hand.
• Content beyond email: Their podcast “Going Through It” and various original series showcase their commitment to storytelling and supporting small businesses.

Why It Works

Mailchimp recognised that their primary users – small business owners and marketers – often feel overwhelmed by technology. By creating a brand persona that feels like a helpful, slightly goofy friend, they've made their product feel accessible and even enjoyable to use.

Your Action Plan

1. Audit every touchpoint a customer has with your brand. Where can you inject moments of unexpected delight?
2. Develop a consistent “character” for your brand. If your company were a person, how would they speak? What would their quirks be?
3. Look for opportunities to add value beyond your core product. How can you become a true partner to your customers?

Remember: B2B doesn't have to mean boring-to-boring. Even the most “serious” products can benefit from a touch of humanity.

6. Patagonia: Purpose as Personality

Patagonia isn't just an outdoor clothing company. They're environmental activists who happen to sell amazing jackets.

Their unwavering commitment to sustainability and conservation has become the core of their brand personality, attracting fiercely loyal customers who share their values.

The Patagonia Way

• “Don't Buy This Jacket” campaign: They famously ran a Black Friday ad telling people not to buy their products unless necessary.
• Worn Wear program: Encouraging customers to repair and resell old Patagonia gear, even if it means fewer new sales.
• 1% for the Planet: They donate 1% of sales to environmental causes, no matter what.

Why It Works

Patagonia has tapped into a growing desire among consumers to align their purchases with their values. Putting purpose at the forefront of everything they do has created a brand people feel good about supporting.

Your Action Plan

1. Identify the deeper purpose behind your business. Why do you exist beyond making money?
2. Look for ways to weave that purpose into every aspect of your operations, not just your marketing.
3. Be willing to make difficult decisions that prioritise your values, even if they might hurt short-term profits.

A warning: This approach only works if it's 100% genuine. Consumers can smell “purpose-washing” from a mile away.

7. Old Spice: The Art of Reinvention

Old Spice was once seen as your grandad's deodorant. Now? It's the epitome of over-the-top, tongue-in-cheek masculinity that resonates with a new generation.

Their secret? Embracing the absurd and turning their outdated image into comedy gold.

The Old Spice Way

• “The Man Your Man Could Smell Like” campaign: A series of surreal, rapid-fire commercials that became instant viral sensations.
• Social media antics: Responding to tweets with personalised videos, creating bizarre interactive websites, and generally treating the internet like their personal playground.
• Product names that commit to the bit: With scents like “Wolfthorn” and “Krakengärd,” they've fully leaned into a world of exaggerated masculinity.

Why It Works

Old Spice recognised that competing with “cool” new brands on their terms was a losing battle. Instead, they crafted a ridiculously over-the-top brand personality that circled back to being cool again.

Your Action Plan

1. Take a hard look at your brand's perceived weaknesses. How can you flip them into strengths?
2. Don't be afraid of self-deprecating humour. Acknowledging your flaws before anyone else can is a decisive move.
3. Commit fully to your new personality. Half-measures won't cut it when you're trying to change ingrained perceptions.

Remember: It's never too late to reinvent yourself. Even the most established brands can find new life with the right personality shift.

8. Wendy's: Masters of the Twitter Roast

Wendy's took an unexpected approach to social media: They started roasting their competitors (and sometimes even their customers) with savage wit.

The result? A Twitter following that vastly outstrips their fast-food rivals and a brand personality that's instantly recognisable.

The Wendy's Way

• No-holds-barred comebacks: When McDonald's tweeted about using fresh beef, Wendy's replied: “So you'll still use frozen beef in MOST of your burgers in ALL of your restaurants? Asking for a friend.”
• National Roast Day: An annual event inviting followers to be roasted, generating massive engagement.
• Gaming streams and partnerships: Embracing meme culture and engaging with younger audiences on platforms like Twitch.

Why It Works

Wendy's recognised that being bland is a death sentence in social media. Adopting a sassy, take-no-prisoners persona made their account a must-follow, even for people who rarely eat fast food.

Your Action Plan

1. Identify your brand's “voice.” What kind of personality traits would resonate with your target audience?
2. Start small – test a more daring social media approach and gauge the response.
3. Be prepared to weather some criticism. Not everyone will love a bold personality, but the fans you gain will be incredibly loyal.

A word of caution: This approach requires a deft touch and a deep understanding of internet culture. It's easy for brands to come across as trying too hard if they don't get it right.

9. Lush: Sensory Overload with a Conscience

Walk past a Lush store, and you'll know it – that unmistakable fragrance wafting out onto the street is as much a part of their brand as their colourful bath bombs.

Lush has created a multi-sensory brand experience deeply rooted in ethical values.

The Lush Way

• “Naked” packaging: Pioneering packaging-free products to reduce waste.
• In-store theatrics: Staff demonstrating products with the flair of street performers, creating an immersive shopping experience.
• Bold stance on social issues: They're not afraid to use their shop windows for campaigns on everything from animal testing to human rights.

Why It Works

Lush recognised that in increasingly digital experiences, people crave tactile, sensory interactions. They've made shopping an event by creating stores that are more like playgrounds for the senses.

Your Action Plan

1. Consider all five senses. How can your brand create a more immersive experience?
2. Align your values with your operations. It's not enough to talk about ethics – you must embody them.
3. Train your staff to be brand ambassadors, not just salespeople. The human element is crucial for this type of sensory branding.

Remember: Creating a unique in-person experience can significantly differentiate online shopping.

10. Tesla: The Cult of Personality

Tesla isn't just selling electric cars. They're selling a vision of the future, with Elon Musk as the messiah of sustainable transport.

Love him or hate him, Musk's outsized personality has become inextricably linked with the Tesla brand.

The Tesla Way

• Product launches as media events: Unveiling new models with the fanfare usually reserved for tech gadgets.
• Direct communication: Musk's Twitter account serves as a primary channel for company announcements (for better or worse).
• Pushing boundaries: From Autopilot to the Cybertruck, Tesla consistently positions itself at the bleeding edge of innovation.

Why It Works

Tesla has tapped into the power of having a visionary leader as the face of the brand. This creates a sense of mission beyond just selling cars – customers feel like they're part of a movement.

Your Action Plan

1. Consider how visible you want the personalities behind your brand to be. There are pros and cons to the figurehead approach.
2. If you put yourself (or other leaders) front and centre, ensure your brand aligns with your company's values.
3. Focus on the “why” behind your product. What bigger problem are you solving?

A word of caution: Tying your brand too closely to a single personality can be risky. Make sure the company can stand on its own merits.

The Bottom Line: Personality Pays

Building a brand with a strong personality isn't just about being memorable. It's about creating an emotional connection with your audience that transcends your product or service.

When done right, a distinctive brand personality can:

• Increase customer loyalty
• Command premium pricing
• Generate word-of-mouth marketing
• Attract top talent to your company
• Provide a shield against competitors

But here's the kicker: You can't fake it.

The brands we've explored today didn't just slap on a quirky tagline and call it a day. Their personalities are woven into the very fabric of their organisations, from product development to customer service.

Your Roadmap to Brand Personality Stardom

1. Know thyself (and thy customer): Before developing a compelling brand personality, you must understand your company's values and your target audience's desires. What matters to you? What matters to them? Where's the overlap?
2. Be boldly consistent: Once you've defined your brand personality, commit to it across all touchpoints. Everything should feel cohesive, from your website copy to your packaging to how your receptionist answers the phone.
3. Embrace your weird: The most memorable brand personalities often come from amplifying what makes a company unique, even if it initially seems odd. Don't be afraid to let your freak flag fly (within reason).
4. Actions speak louder than words: An authentic brand personality isn't just about marketing – it's about how you operate as a business. Put your money where your mouth is.
5. Evolve, but don't lose your soul: As your company grows, your brand personality may need to mature. But keep the essence that made people fall in love with you in the first place.

Building a solid brand personality is a marathon rather than a sprint. It takes time, consistency, and a willingness sometimes to ruffle feathers.

But the payoff? A tribe of customers who don't just buy from you – they believe in you.

Now, go forth and inject some personality into that brand of yours. The world doesn't need another boring company. It requires you – in all your unique, quirky glory.

FAQs: Crafting a Killer Brand Personality