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How to add personality to a brand

people buy from people illustration design

As countless researches say, people buy from people. Unless your business sells to non-humans, it is important to remember that everyone prefers to do business with people they know, like, and trust.

Like a real person, your brand must have its own characteristics. (see tip # 2 in this article) Is your brand, male or female? If it can choose its own clothes, will it wear plains or prints? If it can talk, how does it communicate? Does it tell a story first or is it sharp and on point?

Adding personality to a brand will make it appealing to the target market and it can make planning for a campaign or creating designs for various platforms, a lot easier.

Why is a brand personality important?

A brand personality forges emotional connections and these have a direct impact on sales and business. 95% of purchasing decisions are made based on emotions rather than logic.

People prefer brands that appeal to their “gut feel” so brands that present themselves in a human and personal manner outperform brands that rely on statistics or logic.

Types of brand personalities

There are five main types of brand personalities with common traits. They are:

  1. excitement
  2. sincerity
  3. ruggedness
  4. competence, and
  5. sophistication

Customers are more likely to purchase a brand if its personality is similar to their own.

Apply a personality to your brand

Design-wise, you can communicate your brand personality by choosing the right colours, icons, and fonts.

Have a look at this sample logo for a clothing brand. It starts very plain but as the brand personality is applied, it takes on a distinct feel and attracts a different kind of market.

apparel clothes logo generic


Look at how it looks when you add excitement and an edgy vibe (carefree, spirited, and youthful)

apparel clothes logo excitement design sample


This time, let’s make it a brand for kids (or maternity) by adding elements that depict sincerity (kindness, thoughtfulness, and an orientation toward family values)

apparel clothes logo sincerity design sample


For outdoor apparel, here is a design sample that shows ruggedness (rough, tough, outdoorsy, and athletic)

apparel clothes logo ruggedness


There are bespoke brands especially for formal occasions and corporate conferences. In this clothing logo design sample, we exude an air of competence (successful, accomplished, and influential, which is highlighted by leadership)

apparel clothes logo confidence design sample


Finally, we can transform a logo to add sophistication for the discerning female shoppers (elegant, prestigious, and sometimes even pretentious)

apparel clothes logo sophistication design sample

Branding with a human touch

Brand personalities are important, even more so in the digital age. As much as consumers enjoy being able to shop online or have companies predict their preferences, studies show that people still want a personal connection.

The first step towards establishing this relationship is through a consistent brand personality. Remember, customers are more likely to purchase a brand they know, like, trust, and if its personality is similar to their own.