Are brands like people?

MadeKnown 5 min

As a brand agency, a common hurdle we find is getting clients to see that a logo isn't the whole deal—it's just the tip of the iceberg. Some still think a snazzy logo equals a top-notch brand. If you've dodged that belief, props to you. But for those still caught up in it, let us break it down a bit.

When we dive into the branding game, we sometimes compare brands to people. Brands, like individuals, have their own personalities and traits that shine through in how they present themselves (the look and feel), who they’re trying to appeal to (the audience), and the company they keep (other brands they associate with).

Judging a brand by its visuals is like judging a book by its cover. But, on the flip side, if a brand doesn’t have a compelling story or personality, it’s like meeting someone who’s all style and no substance. No matter how slick the logo is, without an engaging personality, people lose interest. So, if you want a brand to stick with its audience, it must have a personality that clicks. And that’s where a solid brand strategy comes in handy.

The cool part? Unlike a person’s personality, we can intentionally shape a brand’s character. While personal quirks come from a mix of genes and upbringing, brands aren’t stuck with that. We can mould and shape their character.

But it’s not just about selling ‘stuff’; it’s a blend of psychology, smart planning, aesthetics, and understanding people and cultures. We’re essentially setting the tone for the brand, creating an experience that people connect with and won’t forget.

It’s the personality and character that breathe life into a brand. But, similar to people, a brand is more than just its personality. It’s also about what it does—how it presents itself visually (look and feel), how it talks (tone of voice), and basically, how it does business. These elements spill the beans about the brand’s personality and style, kind of like how a person’s clothes and words say something about them.

Is the brand more of a risk-taker or a play-it-safe type? These choices influence its visual elements, communication style, and overall tone. But here’s something: if you don’t know what kind of personality your brand has, it’s like setting someone up on a blind date. You want clients to get it and be intrigued, not left scratching their heads and looking for the door.

The end game? You want your brand to be the one everyone wants on their team. But it’s not about copying. Nobody wants a brand that’s just a clone of another business. Your brand’s personality should click with your audience, share interests and values, but still bring something unique to the table.

Think of it like building a solid partnership. Give it time to grow, and let customers discover the quirks and unique selling points. Those are the things that make a brand intriguing. Your brand needs layers to be peeled off one at a time, unveiling a story that builds a real connection with the audience.

Because, in the business world, you don't want your brand to be a one-hit wonder. Let your audience peel off those layers, slowly revealing the story of your brand, and build a relationship that stands the test of time.