How to Define Your Brand Personality (And Why It Matters More Than Your Logo)
- Stella Bark
- Apr 13
- 2 min read
Updated: Aug 3
Let’s get one thing straight: your logo isn’t your brand. It’s the outfit — not the personality. And while a killer outfit turns heads, it’s your vibe that makes people stay. So, if your business sounds like a default chatbot, we’ve got work to do.
🎯 Why Brand Personality Actually Matters
Your brand personality is how your business acts, speaks, and shows up. It’s the tone in your captions, the feeling your website gives, and the way your visuals whisper (or scream) your values. In a world of “meh” brands and cookie-cutter Canva templates, your personality is the secret weapon that creates connection — and conversion.
Whether you’re selling pottery, coaching services, or custom candles, people buy from brands they feel something for.
🚀 So… What Is Brand Personality?
It’s the human characteristics your brand takes on — confident, quirky, rebellious, warm, helpful, bold, whatever. It's how you say things, not just what you say.
Think of it like this:
Apple is minimalist, sleek, and aspirational.
Oatly is weird, irreverent, and proudly unhinged.
Your fave local bakery? Cozy, cheerful, maybe a little cheeky.
Brand personality is what gives your business a soul.
✨ The 5-Step Formula to Define Yours
You don’t need a $10k brand audit to figure this out. You just need intention. Here’s how we do it at HHDS (and how you can, too):
🔍 1. Discover Your Core Values
What matters most to your business?(Think: creativity, sustainability, honesty, freedom, growth.) These values shape how you communicate and make decisions.
🧩 Tip: Circle 3–5 values that truly resonate with your brand.
🗣 2. Understand Your People
Who are you talking to? What do they value, fear, love, or laugh at?
Talk to them in a way that feels like you but also lands with them.
🧬 3. Choose Your Traits
Pick 3–5 personality traits that define your voice.Here’s how we describe Hot Hot Dog Studio:
Professional. Confident. Bold. Straightforward. Humorous.
What’s yours? Soft and soulful? Quirky and creative? Luxe and aspirational?
❌✅ 4. Define Voice Do’s & Don’ts
Examples:
DO speak like a real human.
DO keep it short, punchy, playful.
DON’T use corporate jargon.
DON’T sound like you’re writing a 2002 college essay.
Make a little cheat sheet for you (and anyone writing for your brand).
🧱 5. Apply It Everywhere
Your personality should show up in:
Your Instagram captions
Your About Page
Your product packaging
Your emails
Your proposals
Consistency builds trust. Personality builds love.
🛠 Free Resource
Wanna do this with a bit more guidance?
📥 Download our free workbook:“Define Your Brand Personality in 5 Steps”It’s packed with prompts, examples, and our secret sauce method for nailing a brand that feels right.
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