How to Create a Brand Personality That People Actually Relate To

A logo might catch their eye, and colours might make them swoon, but a relatable brand personality? That’s what makes people stay. It’s the soul of your brand. The way it talks, feels, and connects on a human level. The good news? Building a personality that people love doesn’t require guesswork. It’s about being intentional and, most importantly, authentic. Here’s how you can create a brand personality that feels like you and resonates with your audience.

1. Define Your Core Values

Every personality starts with values. What does your brand stand for? Sustainability? Empowerment? Bold creativity? These values shape how your brand acts and interacts with the world.

  • Example: A wellness brand might focus on authenticity and balance, while an e-commerce business might emphasize innovation and accessibility.

  • Pro Tip: Identify 3-5 core values and make them the North Star for your content, visuals, and messaging.

2. Know Your Audience Deeply

A great brand personality doesn’t exist in a vacuum, it’s shaped by the people it serves. You can’t create a relatable voice if you don’t know your audience.

  • Ask Yourself: Who are they? What do they value? What frustrates them? What excites them?

  • Example: If your audience is busy entrepreneurs, your personality might be direct and empowering. If they’re creatives, you might lean into playful and imaginative tones.

  • Pro Tip: Dive into analytics, surveys, or even direct conversations to uncover what your audience truly connects with.

3. Craft a Distinct Brand Voice

Your brand voice is how your personality comes to life. Are you warm and conversational, bold and unapologetic, or witty and playful? Choose a voice that aligns with your values and audience.

  • Exercise: Write down 3-5 adjectives that describe your voice. For example, approachable, confident, and quirky.

  • Pro Tip: Stay consistent across all platforms! From your Instagram captions to your email newsletters.

4. Be Human (Seriously)

People connect with people, not faceless entities. Show the human side of your brand, whether it’s sharing a behind-the-scenes mishap or celebrating a client’s success.

  • Example: Instead of saying, “We offer exceptional customer service,” share a real story about how you went above and beyond for a client.

  • Pro Tip: Lean into imperfections. Flaws and authenticity make you relatable.

5. Build a Visual Identity That Matches Your Personality

Your visuals, colours, fonts, and imagery, should be an extension of your personality. They create that first spark of recognition.

  • Example: A playful brand might use bold colors and whimsical illustrations, while a professional, calming brand might opt for muted tones and clean designs.

  • Pro Tip: Keep your visual elements cohesive across all platforms for instant recognition.

6. Stay True but Adaptable

While consistency is key, your personality should also grow with your brand. Don’t be afraid to refine your tone as you better understand your audience or shift your business goals.

  • Example: If your brand voice starts bold and energetic, but your audience prefers a more nurturing tone, it’s okay to evolve while staying authentic.

  • Pro Tip: Revisit your brand voice and personality every 6-12 months to ensure alignment.

The Bottom Line

Creating a relatable brand personality isn’t about faking a vibe or copying what’s trendy. It’s about leaning into what makes your brand human. Your values, voice, and the way you connect with your audience. When done right, your personality won’t just attract people; it’ll keep them coming back.

Janette Downie

Wedding, Elopement and Family Photographer based in Toronto, Ontario. Available for travel and destination. 

https://www.janettedownie.com
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