6 min read

Brand personality is what turns a company into a “human” people can relate to, it’s the voice and vibe behind your logo. It’s not just marketing fluff: a distinct personality cuts through the noise. In fact, as Greg Hoffman (Nike’s former CMO) puts it:

When you give your brand traits (playful, sincere, innovative, or whatever fits) it resonates on an emotional level. Brands without personality can be seen as “boring and easily forgotten”.

Customers today expect brands to speak to them on a personal level. A strong personality makes your brand memorable, trustworthy and distinctive. Branding expert Alina Wheeler notes that:

When your personality aligns with your values and audience, people feel like your brand is a familiar friend. The payoff is real: Research finds a distinct personality is one of the top factors that make a brand stand out in a crowded market.

Emotional connection: A personality taps into feelings (joy, confidence, nostalgia). Fans develop loyalty when they feel a brand gets them.
Differentiation: In a sea of similar products, personality carves out your unique spot. If all local bakeries use the same serious tone, the one with a cheerful, friendly voice will leap off the shelf.
Consistency builds trust: 90% of people expect a brand experience to feel the same across all channels. A clear personality ensures your website, social media, and emails all speak with one unified voice.

For example, consider two UK brands. Innocent Drinks (smoothies) has a light, quirky voice that feels like chatting with a friend, while a formal accountant in Northampton might use a no-nonsense, professional tone to build credibility. Both work – but each speaks differently because their personalities differ. Successful brands know who they are and lean into it.

Identifying Your Brand’s Personality

So, how do you discover your brand’s unique traits? Think of it like writing a character. If your brand were a person, what adjectives would you use? Are you the playful cheerleader, the reliable mentor, the exciting trailblazer, or a mix? Here are some steps to guide you:

Reflect on your mission and values: Start with your “why.” What do you stand for? Your core mission gives big clues about your vibe. For instance, a business that champions sustainability might adopt a caring, genuine personality. A brand focused on innovation might sound bold and visionary. Once your purpose is clear, the characteristics that represent your brand become easier to identify.
Know your audience and personas: Who are you talking to? Listing traits and vocabulary that resonate with your target customers. Young, urban professionals might prefer a witty, casual tone, while corporate clients may expect polished expertise. Define a few key customer personas and imagine how they speak: use their language. For example, a London craft beer startup might sprinkle in clever slang, whereas a fitness coach might use energetic, motivational language.
Audit your current voice: Collect samples of your existing content: website copy, newsletters, social posts. What personality comes through? Is it consistent? Note variations: maybe your Twitter is chatty but your emails sound stiff. Ask customers or colleagues to describe your brand in a few words (a quick “3-word survey” is a great trick). This can reveal surprising gaps. Use this feedback to refine which traits truly represent you.

Jenifer Aaker’s five dimensions of brand personality breaks down human-like traits into categories: Sincerity (down-to-earth, honest), Excitement (bold, imaginative), Competence (reliable, intelligent), Sophistication (glamorous, charming), and Ruggedness (tough, outdoorsy). These can help you describe your brand (e.g. is your brand more sincere or sophisticated?).

Brand archetype wheel: This diagram groups the twelve archetypes into four goal-driven quadrants. For example, the top-left slice (Creator/Ruler) shows brands that aim to “provide structure” (innovation, leadership), while the bottom-left (Everyman/Jester) focuses on “connecting with others” (community, fun). Identifying your quadrant can clarify what your brand truly aspires to achieve.

Don’t feel limited by a single archetype or trait. Archetypes can be stereotypical, so use them to inspire a richer personality rather than pigeonholing yourself. We often define a core personality (70%) and introduce a differentiator personality (30%) to

Analyse competitors: See (and hear) what’s already out there. Study how competitors voice themselves and look for gaps. If all nearby cafés promote a hipster vibe, perhaps yours could be the warm, local-favorite instead. Or if every tech startup sounds over-confident, you could stand out by being refreshingly humble. Use competitor personas to decide how to be different, not what to copy.

Defining Your Brand Voice

Once you’ve sketched your personality traits, translate them into voice and tone. Brand voice is the distinct personality your business uses in communications. It’s how your brand sounds when it talks. For example, Monzo Bank (UK) uses a casual, friendly voice full of British slang to sound relatable to young professionals. In contrast, a legal consultancy might use precise, formal language to sound trustworthy and authoritative. Here’s how to shape your voice:

1. Pick key voice traits: Choose a few adjectives that capture your voice. Words like “expert,” “passionate,” “joyful,” etc. Maybe you decide your voice is confident and witty, or warm and educational. These will guide every email, social post, and blog. For instance, if “witty” is your trait, pepper in humor and clever analogies; if “expert” is your trait, focus on clear facts and helpful tips.

2. Define tone changes: Your tone is the mood you use depending on context. Even a playful brand can get serious when needed. Tone shifts based on audience or situation. For example, a gym might be enthusiastic and energetic in a motivational post, but empathetic and calm in a post about injury recovery. Decide which tones fit which scenarios so your brand always feels appropriately human.

3. Create a style guide: Write down your voice and tone rules. Include sample phrases, vocabulary to use/avoid, and do’s/don’ts. This keeps everyone on the same page. For instance, you might state “Use contractions (‘we’re’ not ‘we are’) for a friendly feel,” or “Always speak in active voice.” Keep it concise and shareable.
Remember: Consistency across channels is crucial. 90% of customers expect a uniform brand feel no matter where they interact.

4. Role-play and test: Imagine your brand in conversation. How would it answer common questions or introduce itself at an event? Try drafting social posts or ad headlines in your chosen voice. You can even workshop with friends: have one person write a tweet as your brand, another respond as a customer, etc. Test it on a small scale and tweak based on feedback.

Examples and Inspiration

Real brands show how personality pays off. Land Rover (UK) leans into ruggedness with ads about conquering wild terrain, appealing to adventurers. Innocent Drinks (UK) famously uses a bubbly, conversational tone (“Hello, it’s us”) that feels like chatting with a cheeky neighbour. Gymshark (UK) talks to fitness fans with energetic, aspirational copy. These voices attract the right customers by speaking their language.

Even small brands can be memorable with the right voice. For example, a photographer I know chose an Explorer/Creator vibe. Her branding is bright and quirky, with phrases like “Let’s make something awesome together!” – an adventurous, playful tone that resonates with fellow creatives. Meanwhile, a local financial advisor adopted a Guardian/Everyman personality: down-to-earth language and reassuring advice to build trust. Both stand out by knowing who they are.

Statistics back this up: 77% of consumers prefer shopping with brands they follow on social media, and strong brand voices help attract that audience. As AI-generated content floods feeds, a human touch in your voice is what makes people stop and listen. In short, give your brand a voice people recognize instantly, and they’ll remember you.

Putting It Into Practice

Pulling this all together might sound like a lot, but break it into steps. Start with a brainstorming session: list 5–10 adjectives for your brand (e.g. reliable, imaginative, spirited). Narrow down which fit your mission and audience. Write a sample tagline or post in your new voice and see how it feels. Create a persona statement like, “Our brand is the Explorer who inspires others to innovate,” or “We speak like an encouraging mentor.”

It can help to make a quick worksheet or PDF guide for your team. Include your chosen traits, sample phrases, and examples of good vs. bad tone. Update it as you learn – a brand’s voice can evolve. Then enforce consistency: every tweet, email, and flyer should sound like it came from the same “person.” Over time, this cohesive voice builds familiarity and loyalty.

As WeAreBrain’s Paula explains, detailing your brand’s characteristics helps measure whether your message is resonating. If something doesn’t feel right (maybe an adjective is off or a tone too strong), you can recalibrate. In the end, a strong personality isn’t a gimmick – it’s the foundation of memorable branding.

Ready to Define Your Brand Voice?

Want to make your brand truly unforgettable?
Contact me for expert branding strategy and voice guidance. I’d love to work together to give your brand a distinctive, memorable personality.

Featured