Why your brand needs to be like a person

Introduction

A brand is more than just a logo, a color scheme, or a product. It's an experience, a feeling — and most importantly, a character. People want to connect with brands. They want to feel who they are dealing with.

That’s exactly what brand personality is all about. In this article, we’ll explain what it is, why it’s so important for small businesses doing good in the world, and how we approach it at BrandBros.

Table of Contents

1. What is Brand Personality?
2. Why is Brand Personality Important?
3. How Do We at BrandBros Work on Brand Personality?
4. Example: How an Archetype Mix Looks
5. How to Apply Brand Personality in Your Communication?
6. Conclusion: Make Your Brand Human

1. What is Brand Personality?

Brand personality is the human side of your brand. It's the character that people feel when they come into contact with your brand. This character is made up of traits like friendly, quirky, caring, or rebellious.

Just like people, your personality determines how others experience you. And that’s what makes it so powerful in branding: people form connections more quickly with brands that feel real.

2. Why is Brand Personality Important?

For small businesses with a mission, a strong brand personality is essential. You may not have a huge budget, but you do have something valuable to say. With the right personality, your message will land — and stick.

A brand personality:

• Makes you recognizable — people remember your brand more easily
• Strengthens emotional connection — customers feel connected
• Provides focus and consistency — you sound and feel the same everywhere
• Attracts the right people — you draw customers who align with you

People don’t just buy what you do, they buy how you do it — and why you do it. Brand personality is the bridge between your mission and your customer’s experience.

3. How Do We at BrandBros Work on Brand Personality?

At BrandBros, we build brand personality the same way Marvel creates its superheroes. Your brand gets a backstory, character traits, a way of talking and thinking.

We do this in three steps:

1. We Start with the Brand Fundamentals

We begin by examining the building blocks of your brand identity:

• Mission & Vision
• Values
• Target Audience
• Proposition & Brand Promise

This foundation ensures that your brand personality isn’t just arbitrary, but rooted in who you truly are.

2. We Define an Archetype Mix

We work with the 12 classic branding archetypes (think of the Rebel, Sage, Creator, Caregiver…). These archetypes are universal and make it easier to see your brand as a person.

We always create a mix, such as:

• 50% Sage (primary)
• 25% Caregiver (secondary)
• 15% Creator (supporting)
• 10% Hero (supporting)

This mix results in a layered character that’s recognizable, but not flat or cliché.

3. We Build the Brand Character

Next, we develop the character of your brand, including:

• Backstory
• Character Traits
• Typical Quotes
• Tone of Voice
• Internal Motivations
• Behavior in Specific Situations

Everything is documented in a comprehensive brand guide that serves as a reference for all communication and design decisions.

4. Example: How an Archetype Mix Looks

Let’s say you’re a sustainable interior designer for families who want to live greener. Your archetype mix could look like this:

• Primary: Creator (50%) — imaginative, aesthetic, and innovative
• Secondary: Caregiver (25%) — supportive, caring, and empathetic
• Supporting: Sage (15%) — knowledgeable and insightful
• Supporting: Innocent (10%) — optimistic, hopeful, and idealistic

This mix creates a brand that feels warm, creative, and knowledgeable — something your target audience can relate to and trust.

5. How to Apply Brand Personality in Your Communication?

Brand personality only works if you apply it consistently. That's why we use the character we develop as a guide for:

• Tone of Voice – How do you speak to your customers?
• Web Copy – What do you say, and how?
• Social Media – What do you share, and in what tone?
• Visual Style – Colors, typography, and imagery
• Customer Service – How do you respond to feedback or questions?

This way, your brand is not only visually recognizable, but also intentionally felt in everything you do. And that makes all the difference.

6. Conclusion

People connect with people, not logos or products. By giving your brand a strong personality, you make it human, relatable, and appealing.

As a small business, you don’t need a huge budget to stand out. What matters most is having a clear mission, understanding your audience, and consistently applying your brand personality in everything you do. Start building a brand today that not only makes sense but also resonates.