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Say What?! How to Give Your Brand a Personality That Pops (and Isn't Boring!)


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The Secret Ingredient to Brand Love: A Unique Voice & Identity


Hey there, brand builders and business dreamers! Let's talk about something a little more exciting than spreadsheets and market penetration. We're talking about personality. Specifically, the awesome, unforgettable, and totally unique personality of your brand.


Think about the brands you love. The ones you follow on social media just for the laughs. The ones that feel less like a corporation and more like that witty, slightly quirky friend you can always rely on. Chances are, they haven't just stumbled into greatness. They've crafted a unique brand voice and identity so distinct, you'd recognize them in a crowded room with a blindfold on.





Step 1: Discover Your Brand's Inner Celebrity


Every great brand has an alter ego. If your brand were a person, who would it be?


  • The Savage Roaster: (Hello, Wendy's!) Sarcastic, quick-witted, and unafraid to call out a competitor. This works because it's playful and knows its audience doesn't take fast food too seriously.

  • The Quirky, Helpful Pal: (Shoutout to Mailchimp and Slack!) Warm, friendly, conversational, and always there to translate complicated tech jargon into plain English. They're amusing without being distracting—a true B2B unicorn.

  • The Goofy, Slightly Threatening Language Teacher: (You know we mean Duolingo!) Quirky, character-driven, and slightly unhinged on social media. Their humor and high-engagement strategy have made language learning feel fun and, well, mandatory (don't miss your lesson, or Duo will find you).

  • The Rebellious Adventurer: (Lookin' at you, Harley-Davidson and Dr. Martens!) Edgy, fearless, and all about freedom and self-expression. Their messaging is less about the product and more about the lifestyle.


Your Homework: Don't just pick two adjectives. Flesh it out! Is your brand friendly but blunt? Professional but with a subtle, wry humor? Write a sentence describing your brand's personality as if it were a new coworker.



Step 2: The Sound of Your Words (Your Voice)


Your brand voice is the who. It’s consistent and doesn't change. Your brand's tone is the how. It adapts based on the situation.


  • Voice: Always helpful, optimistic, and informal. (Constant.)

  • Tone: When responding to a customer complaint, the tone becomes serious and apologetic. When celebrating a new product launch, the tone is excited and playful. (Situational.)


Consistency is King (or Queen!): The genius of brands like Oatly is that their quirky, self-aware, and slightly irreverent voice appears everywhere—from their milk cartons to their website copy and social media posts. It's one cohesive, delightful experience. Your social media team, your customer service team, and your CEO's official statements should all sound like they belong to the same person.


Pro-Tip: Create a "Do Not Use" List. Does your brand sound smart but not condescending? Write down words that are too formal (e.g., utilize) and replace them with simpler options (e.g., use). Avoid jargon, slang, or emojis that don't align with your core personality.



Step 3: Giving Your Voice a Visible Body (Your Identity)


Your voice tells a story, but your visual identity gives your audience something to hold onto. This is where your core principles—your brand's mission and values—get translated into a cohesive aesthetic.


  1. The Logo & Symbolism: This is your brand at a glance. It should be simple, memorable, and unique. Angular shapes often suggest energy and excitement, while circular shapes can evoke comfort or community. What feeling does your logo give off?

  2. Color Psychology: Colors speak before words do! Ben & Jerry's playful, socially conscious tone is reinforced by bright, fun colors. Banks, on the other hand, often stick to blues (trust, reliability) and greens (finance, growth). Choose a main color, a few primary colors, and a couple of accents to build your palette.

  3. Typography: Yes, even your fonts have personality! A clean, sans-serif font might suggest a modern, minimalist, and accessible brand (Slack). A more traditional serif font can convey sophistication or competence. Pick one for headlines and one for body text, and stick to them!


The Final Cohesion Check: Put all your elements side-by-side. Does your friendly, conversational voice look jarring next to a sterile, corporate logo and a dull color palette? If your brand sounds like a party but looks like a tax form, you’ve got a problem. Every element—words, colors, fonts, and images—should reinforce the same core message.



In Short: Don't Be a Wallflower!


The market is too crowded for boredom. Brand building is your chance to step out of the shadows and be that one memorable guest at the party. It takes strategy, consistency, and a little bit of creative courage. Define your personality, let your voice shine, and watch as customers don't just buy your product, they fall in love with your brand.


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Salty Red Dog Marketing, LLC is a marketing agency in Red Bank, NJ, Westport, CT, and everywhere in between. We service businesses with marketing strategies, digital marketing, social media, and consultations.

 

New Jersey - (732) 897-5769

Westport, CT - (203) 429-9664

 

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