Building a brand personality from scratch can feel near impossible. Just like a triple Big Mac with all the trimmings and extra cheesy goodness melting from the sides – ‘where do you start?’
Today I’m bringing you 3 brand personality examples to inspire your own.
Sure, we can all go around shouting about being ‘the best’ and ‘like, so totally cool, man.’
But, hate to break it to you, cobber – boasting about ourselves won’t get us anywhere.
Instead? Turn your brand into one with its own personality.
Well, that’s where the magic is.
Because, as Lucidpress says:
“A brand does not exist within a company or organization. It exists in the minds of your customers. And is the sum total of impressions a customer has, based on every interaction they have had with you, your company, and your products.”
Did you know that 78% of consumers value custom content over generic ‘flavourless’ content?
And that a whopping 90% of consumers expect a seamless brand experience, from social media to your website, email marketing and beyond?
It’s no secret that brand personality plays a huge role in the consistency of a brand.
But if you’re just starting out and creating your brand personality yourself, some guidance would be handy, right?
Got your back, amigo. That’s exactly why I’ve put together these brand examples for you to draw inspiration from.
But, first up – Some handy tips on how to use these bad boys.
Look to these brand personality examples to help your creative juices start flowing.
But be a peach and don’t try mimicking them to a tee, ‘kay?
For one, it’s so far from being in the ‘cool books’ (it may as well be in the Sahara).
And two, 9.8757 times out of 10, trying to mimic another brand comes across as a cheap fake.
This is for many reasons – And a story for another time.
If you’re not the brand’s target audience, imagine yourself as someone who is.
What do they want and like? And what other brand personalities are in the same industry, to compare them to?
Now that housekeeping is done and dusted (geddit?), let’s get into these killer brand personality examples – So you can obsess over them as much as us.
I’ve had the pleasure of interviewing Good Pair Days Co-Founder, Banjo Plane earlier this year. Apart from being an absolute legend (you only have to have a squiz at his Youtube videos to work that out), he’s also one of the faces behind one of my all-time favourite brands.
Originally known as The Wine Gallery, today Good Pair Days is Australia’s fastest-growing personalised wine subscription service.
Let’s unpack that.
Good Pair Day’s brand personality is, in Banjo’s words:
“Bright, energetic and friendly.”
So, why have they chosen to develop such an inviting and fresh brand personality? Essentially it comes back to their brand mission.
“A few years ago, a world-famous sommelier and a total wine newbie walked into a bar. It sounds like the start of a bad joke, but it was actually the start of a great company.
Aside from wondering what “dry” even meant when it came to something wet, Tom (newbie) had a question for Banjo (expert): did he want to be part of a mission to help everyone – from newbies to aficionados – to discover and experience the joy of exceptional wine? To remove the confusion and jargon and assumed knowledge, to cut through the pretentiousness and exclusivity of the traditional wine industry? To make wine accessible and enjoyable for everyone?
And they’ve been pairing good wine to good people ever since.”
Good Pair Day’s brand personality is interlaced with key elements to communicate their mission. Let’s have a look at them.
Essentially, Good Pair Days set out to redefine the way people consume wine. The way we appreciate it and understand it. Good Pair Days is a brand that epitomises what it means to be ‘down-to-earth’ and real. And when we look to brand personality examples, GPD ticks so many boxes.
Through the use of relatable graphics, conversational language and familiar wording. The brand uses the kinds of words you’d say to your friends.
Here are just a few of our favourite examples:
You’ll notice that Good Pair Days uses shorter words with fewer syllables and shorter sentences. This gives the brand personality a feeling of simplicity, certainty and intention.
This brand personality spans further than website words alone. It extends into their email copy (seriously, get on their list), the ordering process and even through to their approachable social media presence (reposting user-generated content 18+ times per day). If you were looking for a brand personality example that feels like your BFF, you’ve bloody found it.
You’ll hear me (and many others) raving about Go-To Skincare’s brand personality until the cows come home. Why? Because in an otherwise saturated market, their sassy goodness has set them apart from competitors in a ha-uge way.
So, why is this relatively new brand overtaking industry icons in the faves game? Let’s check it out one of the freshest brand personality examples together, muchacho.
The Go-To brand personality is peachy in more ways than one.
For starters, it feels fresh – like a rosed cheek from giggling.
It’s also not-quite-pink, not-quite-red in feels. You feel?
Neither girly nor aggressive. A perfect balance of somewhere in between – nestled within powerful femininity.
This brand personality example feels young and modern – friendly yet trustworthy and new, yet wise.
It’s no secret that people crave “human” brands. And Go-To Skincare is by far a standout in this brand personality example category. Legendary Founder, Zoe Foster-Blake (yep, Hamish Blake’s other half) was the Beauty Director at Cosmopolitan and Harper’s BAZAAR – so it’s not her first rodeo.
By using their own invented words, speaking to their audience like real people and creating a brand that doesn’t beat around the bush, this is one of the brand personality examples that truly packs one helluva punch.
Not to mention it looks damn delightful and cuts through the noise for a younger market too.
Language is cheeky, errs on sarcastic and always feels empowering. Playing around with word choice (or even word invention) is a common occurrence for the mega-brand.
By breaking language conventions, Go-To Skincare shows that they don’t take themselves too seriously. This is welcomed by their younger target market who not only feel heard and understood – but also entertained. Seriously, this brand is an absolute hoot.
So, I’m guessing you want some examples of their brand personality in action, right? You’ve got it.
Yep, we see Go-To being one of those brand personality examples people will keep looking to for inspiration in years to come.
Brand personalities come in many shades. And depending on your target market, yours will find its own shape and groove. An excellent brand personality example that smashes all preconceptions is – I can’t believe I’m about to say this – Xero.
Yep, what’s usually a dry and pretty boring industry has actually been transformed into something you wanna read. Because of their brand personality, Xero actually makes interacting with their brand fun. How? Here, take a look!
Xero’s brand personality is less conversational than our previous examples. But it is simple, intentional and trustworthy. You may be wondering why Xero’s made its way onto our list of brand personality examples. And it may surprise you.
Xero’s brand mission is to:
‘Empower small businesses and their
advisors to do beautiful business.’
… Beautiful? … Business?
Seeing these two words together at first glance feels almost jarring.
Can it be? Can the pair actually be two peas in a pod?
Short answer? Yep.
And Xero’s the absolute definition of that. But how has their brand personality steered their messaging this way?
As explained on the Xero blog by Global Head of Brand Strategy and Marketing at Xero, James Kyd:
“When you truly believe in your business purpose, it becomes more than a poster on the wall: it’s your powerful weapon to decision making. Purpose impacts the causes you champion, the conversations you start; the places you show up; and, ultimately, the creative communication that really resonates.”
Xero’s core values? Hero, champion and beautiful.
It’s these core ideals that radiate through each and every piece of Xero’s copy. These guiding values give the reader a sense of confidence – as though accounting ‘ain’t no thang’ with Xero on their team. As one of the more unassuming brand personality examples, these down-to-earth values connect with people of all backgrounds.
Noggin sparkler: Wanna know a fun fact? Readcity made the move to Xero after being targeted with their super useful instructional videos. And you know what? These videos were easy to understand, fresh and skipped the confusing jargon. Because of this, I knew they were our kind of Accountants. AKA, Xero’s branding was on point and targeted to people like us who just want simple business banking.
Simply put, Xero knows their market. They know it like Van Gogh knows how to suck energy from his muses. And like unicorns know their magic. They know know it. Here, take a peek at one of their clever promo videos.
When it came to bringing you brand personality examples in this piece – only the best would do. Xero made the cut because we see them as being revolutionary in their field. Legit.
Xero clearly saw that business owners were finding their banking and accounting tricky. So they’ve brought their language down to a simple, yet savvy tone.
They use metaphors that include real-world, relatable references. Such as, ‘a piece of cake.’ Cleverly, Xero also let their customers do most of the talking. In line with their value – Champion – Xero give their customers a voice by celebrating their businesses and achievements.
Xero’s language is free of jargon, it shows a variety of people using their service and breaks down preconceptions that ‘accounting software is boring and difficult.’
On a side note, they’ve also cleverly laid out their website to separate each individual industry that Xero works well for.
Here are just a few examples of their voice in action:
Having a defined brand personality can seriously strengthen your brand. As you can see from these killer brand personality examples, any industry can benefit from establishing their brand voice.
So, what did you take from each of these examples? Maybe you’ll begin choosing more intentional words for your business. Or perhaps you’ll experiment with sentence structure and branded terms.
Yet to discover your brand’s personality playlist? Start the quiz here!
Or if you’re after a snazzy brand personality of your own, head here.
Your friendly, neighbourhood copy tour manager. Here to help ambitious business rock stars like you rock your copy at every stage of your biz road trip.
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