Your company’s brand should have its own personality. Being a faceless corporation is not the way to do things in 2025; you need to show off the people behind the company logo but also make sure that your brand is representative of you and your team.
Today we’re going to help you understand your brand’s personality so you can make sure it’s helping you to achieve your business goals.
What is a Brand Personality?
Your brand is more than just visual. A consistent colour scheme and bold logo are important, but your branding should go much further. A brand’s ‘personality’ comes from its voice, and it should align with the messaging you’re putting out into the world via social media, networking, and how you correspond with clients and customers.
So why is this important? Well, your brand personality should set the desired perception of your business, so that it is clear from every angle what your brand represents. This will appeal directly to your target demographics.
Let’s use Nike as an example. Their slogan of ‘Just Do It’ makes them appeal to ambitious people who want to succeed in their chosen sport, feeling like the winners that feature heavily in their advertising. This confidence is at the heart of their brand, and that slogan is inescapable in their marketing.
It isn’t just your services that determine your brand personality either. Every aspect of your business, from the background colour of your website to what brand of coffee you use when clients visit; everything can be representative of your brand.
Why is a Brand Personality Important?
Your brand personality has a direct impact on your sales. If you make your brand appealing to your customers, they’ll be more likely to choose you over your competitors.
On the other hand, it’ll filter out people who aren’t interested – leading to a better conversion rate overall. To use Nike as an example again, there are plenty of sporty people who would prefer other brands, so Nike doesn’t try to entice them as much, instead fully focusing on those that already relate to the branding message. A large, well-established company can afford to focus the target demographic more, and this is proven to be more effective than just trying to cast the widest net possible.
If you don’t get your brand personality right, you could attract the wrong type of customers and put off the right ones.
Your brand personality isn’t just for the benefit of customers either. When your messaging is both clear and consistent, it ensures that your team stay on track. If your social media manager, web designer, and copywriter all see your brand personality, their work will continue to strengthen it.
Find your Brand Personality
Many business owners take a ‘brand personality quiz’ to find out what their brand personality is. These are mostly just for fun, but they can give you a hint about how your brand is being perceived. An outside perspective is sometimes necessary to reveal inconsistencies, but speaking to a team professional marketing expert like us is a better way to do things.
If you need an online quiz to know what personality your brand has, this is a sign that you’ve neglected your branding. You should treat your brand like any other member of your team; it needs supervision and monitoring to ensure it’s doing its job.
The personality of your brand is often determined by the formality of your business. If you provide financial advice for large companies, you’ll naturally want a more formal tone that your intended audience will expect. On the other hand, if you’re selling skincare products that are mostly aimed at teenagers, being informal is proven to be more effective.
Your brand should have a voice, a voice that is similar to your own but tailored to your desired customer base. Once you’ve established this voice, it’s important to ensure that it can be heard clearly by visitors to your website.
Showing your Brand Personality through Web Design and Content
Your brand personality should be prominent on every page of your website. This will be where most people encounter your business for the first time – if it isn’t representative they may be put off. Content that is too formal compared to how your brand usually presents itself, for example, will send a conflicting message that impacts your conversion rate.
If you’re directing people to your website from social media and events, your website should match the style of your posts/pitch so that people don’t have any doubt about the type of business you’re running. When it comes to branding, consistency is everything.
Getting the tone of your web content right isn’t easy. You may assume that writing your own content is the best way to make your brand voice clear, but we don’t often write the way we speak, and a professional touch is necessary if you’re SEO-focused.
The best tone of voice won’t be exactly the same on every page either. An ‘About Us’ or ‘Meet the Team’ page will be more informal than a service or contact page, and your Home page should be packed with information but still has the right tone.
Content isn’t the only thing that shows off your brand personality either. They say a picture paints a thousand words – this is especially true on your website. If the images you’ve chosen are stock or don’t feature any members of your team, you’re missing out on a great way to market your brand.
Showing the people behind the business builds trust and adds an all-important human touch to your web design. This is why we always recommend businesses organise a professional photo shoot or invest in videography that shows their company’s best side.
Using Social Media to Represent your Brand
Having a social media presence is essential for any business, especially one looking to stand out from the crowd. But just having the accounts isn’t enough, you also need to use them optimally.
Social media is the best way to make your brand’s personality clear. This is where you’ll have direct contact with potential and existing customers; they’ll be just as keen to make their voices heard. Therefore the more that you post, the more valuable feedback and data you can collect, while also boosting your brand recognition.
There has been a shift in recent years where large companies are adopting a more informal tone for their social media. We’ve all seen the mascots for American fast-food chains commenting on each other’s posts, and business accounts interacting with trending topics to improve engagement. This has been effective for them, but you can still be fully professional with your social media posts without it costing you sales.
If your brand has a more formal personality, you can make that clear with content on platforms like LinkedIn and X (formerly Twitter) but still have direct communication with people who want to learn more. As long as your posts are in line with your other marketing efforts, they’ll help you reach a wider audience or attract more customers from particular demographics.
Letting your Brand Personality Evolve
As a business owner, you know that standing still is not the secret to success. To keep up in any industry you need to adapt to new trends even if your product line stays the same.
Over time, your brand should change. This can be because you’re now well-established, or you might be trying to push in a new direction. Brand evolution can be subtle; a few changes here and there to keep thing fresh. But if you want to do something new and bold, a rebrand may be in order, which will often require a complete overhaul of your business’ image.
If you feel like your brand personality has grown stale, or it doesn’t represent your voice the way it used to, we’re the team to call. With Williams&Crosby, you’ll have access to all the marketing solutions you need to re-establish your brand’s personality, and to capitalise on it to maximise sales.
Everything we provide, from branded clothing to animated video, will enhance your branding and ensure that it works for you.
To find out more, please don’t hesitate to get in touch. We look forward to hearing from you.