Why your Brand Personality really Matters

When we think about the different stages a baby goes through to reach adulthood, typical words like infancy, growth, development and relationships spring to mind.

From newborn, through to toddler; pre-school, adolescent and teenager, each phase is a natural evolution of a child’s physical growth and personality.

It’s a similar process for a brand. Often, it’s first created when a new business is formed and over time it goes through a series of stages growing and maturing, developing it’s own traits and it’s own way to communicate with a particular audience.

The way a brand expresses itself is a continually evolving process or at least it should be, to keep a business moving forward and to avoid stagnation.


Today, we want to share with you the importance of viewing your brand as a personality which will help your target audience to really connect with it; this is fundamental to any business that’s looking for success.

If you can imagine your brand as a personality, it follows a similar path to how a person develops in terms of growth and expression.

Growth is reflected by age and maturity, and expression is all about how we communicate to our audience, using language and tone of voice. Newborn babies are born as a blank canvas. They feed, sleep and cry (a lot from our personal experience). But as they grow up, a natural part is the development of their language and personality. It’s the same for a brand, it’s not established overnight, it takes time to develop its own unique path and bespoke identity. Growth can come in many different forms from hiring and training new staff, expanding into new markets, extending your service or product line, developing a blog or making improvements to your marketing output.

It’s all encompassed into your brand personality, thinking about how you want to be perceived by your target audience.

Let’s look at an example. If you want your brand to be taken seriously and be seen as a trustworthy specialist in your field, every action you take to communicate with your audience must be conveyed in a manner to reflect this. Think carefully about whom you want your brand to reach, talk to your target audience in a way that will resonate with them, think about your tone of voice, tailor your language to speak to them directly, and above all be consistent in how you deliver your message. There is no sense in telling a joke or sharing what you had for breakfast on Twitter just to be active. If that’s not a true reflection of your brand, you need to rethink how you come across.

Inconsistencies in how a brand is portrayed can make it look disjointed and irrelevant.

People see your brand by the way you present it; each time you communicate with your target audience, ask yourself the following questions:

– How do I want my brand to be perceived?
– What personality traits do I want my brand to have?
– How do I want my brand to come across?

We hope these questions will help you stop and think about your brand’s longer term vision, what you are setting out to achieve with your business and how you want others to see your brand.


Building relationships and building a brand go hand in hand. By emulating human characteristics, your brand will show its ability to relate to people, which is the key to success of many larger international brands. After all, brands are created by humans, for human consumption. It makes a lot of sense.

If your brand lacks the human touch it may not be perceived as approachable. For instance, skincare brand Dove represents kindness, sincerity and body confidence for it’s female target audience. Premium ice-cream manufacturer Haagen-Dazs, provokes thoughts of indulgence, sophistication and sensuousness. Tech giant Apple very nearly folded in 1997, but after changing direction and going through a revolutionary rebrand they connected with the emotions of a much younger audience. Over the past 20 years this strategy has helped transform them into the ‘super cool’ innovative brand they are today with a huge community fan base.

– What human personality traits can you apply to your brand today that will affect the way it speaks and behaves?

– How does your brand communicate to provoke an emotion or feeling with the people you want to reach?

– What characteristics does your brand possess to really differentiate itself?

If you’d like to find out more or just talk branding with us, then we’d really love to hear from you. Get in touch now at info@thedesignery.co.uk

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