How to Add Brand Personality Without Losing Professionalism
Your brand is more than just a pretty logo or a smart colour palette. What really makes people connect is personality: the tone, language, and visual quirks that make your brand feel human.
But here's the catch: many businesses worry that too much personality might make them seem unprofessional, silly, or just... off-brand.
The good news? You can absolutely add personality to your brand without losing that all-important credibility. In fact, when done right, it strengthens your reputation, builds trust, and makes your brand memorable in all the right ways.
This post breaks it all down with examples, practical tips, and a free downloadable worksheet to help you shape your own unique brand voice.
A Brief History of Branding: Why Personality Matters
Branding used to be about ownership. Then it was about product differentiation. Now? It's all about connection.
Today’s strongest brands are more than just consistent. They’re relatable. They’ve got a voice, a vibe, a story, a personality. And that human touch is what builds customer trust and loyalty.
Showing personality in your brand helps you:
Create emotional resonance with your audience
Stand out in a saturated market
Build a brand people actually remember
This shift reflects how branding has evolved alongside social media and digital storytelling. People want authenticity, not corporate-speak.
Step-by-Step Guide: Adding Personality to Your Brand
Here’s how to add personality to your brand without sacrificing professionalism:
1. Define Your Brand’s Core Personality
To create a distinctive brand voice, start with clarity:
Know your brand values. These are your guiding principles and the foundation for your tone and visuals.
Understand your audience. What do they care about? What kind of voice would make them feel understood?
Use a brand archetype. Tools like Jungian archetypes (e.g. The Explorer, The Caregiver, The Rebel) help shape a consistent brand story.
2. Craft a Distinct Tone of Voice
Your brand tone of voice is how your brand sounds in writing, and it should reflect your personality clearly and consistently.
Choose tone descriptors (e.g. “friendly,” “straight-talking,” “thoughtful”)
Set rules for grammar, punctuation, and formatting
Decide on how casual vs. formal your language will be
Use your style guide across emails, social media, packaging, and websites to build a cohesive voice people come to trust.
3. Design with Personality in Mind
Your brand’s visuals should align with your tone. This includes:
Fonts and colours that feel approachable, professional, or playful (whatever suits your personality)
Design details like hand-drawn icons, soft gradients, or bold layouts
White space and balance to keep things polished, even with expressive elements
4. Make Brand Interactions More Human
Personality includes tone but it’s also how you treat people.
Use first-person language in emails and social captions
Sign off with a name, not “The Team”
Share behind-the-scenes moments (your workspace, your creative mess, your dog napping on your notes)
These things build relatability and remind your audience that there’s a real person behind the brand.
5. Balance Personality with Professionalism
This is where many brands hesitate, but the trick is in choosing the right moments to show personality.
Keep legal, financial, or sensitive content neutral and clear
Use a more playful tone for blog posts, social media, and welcome emails
Test your tone and visuals with your audience—then refine
Trust doesn’t come from being boring. It comes from being clear, consistent, and real.
Debunking Common Myths About Brand Personality
Adding personality to your brand often comes with misconceptions. Let’s address some of the most common:
Myth 1: Personality Undermines Professionalism
Truth: It actually helps build trust. A well-balanced tone makes your brand more approachable without losing credibility.
Myth 2: Personality Equals Humour
Truth: Humour is optional. Brand personality can also be thoughtful, sincere, or bold. Whatever feels like a natural fit.
Myth 3: It’s Only for B2C (Business to Customer) Brands
Truth: B2B brands benefit too. A strong voice helps you stand out and connect with decision-makers in a sea of sameness.
Myth 4: Consistency Means Rigidity
Truth: Consistency is key, but that doesn’t mean being rigid. Your tone can flex across platforms while staying true to your brand.
Myth 5: It Alienates Some Audiences
Truth: That’s okay. A distinct brand voice attracts the right people, and those are the ones who’ll stick around.
Alternative Perspectives on Brand Personality
Looking for other ways to bring your brand personality to life?
Co-creation: Invite your audience to participate and share their own stories, tag you in their posts, or respond to prompts.
Values-led branding: Align your tone with social or environmental values your audience cares about.
Simplicity: Some brands are dialling back the fluff and leaning into ultra-minimal, substance-first messaging.
Further Resources
Book: "Building a StoryBrand" by Donald Miller – Offers insights on creating a clear and engaging brand message.
Article: How to Humanize Your Brand (Search for related articles on Forbes or similar platforms.)
Tool: Personality quiz tools like 16Personalities to explore archetypes that align with a brand's tone.
Download a FREE worksheet:
How to Add Personality to Your Brand Without Losing Professionalism
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Final Thoughts
Adding personality to your brand creates a relatable, human connection with your audience. By understanding your core values, crafting a unique tone of voice, and designing with intention, you can inject personality into your brand while maintaining professionalism.
Consumers crave authenticity, and a brand with personality stands out as more than just a business. It soon becomes a trusted partner in their journey. Start small, test what resonates, and watch as your brand transforms into something truly unforgettable.
Video Version
Before you go, here’s your brand personality checklist
Clarify your brand’s core values
Choose 3–5 tone-of-voice descriptors
Decide how formal/casual your messaging should be
Match your visuals to your voice (fonts, colours, details)
Humanise your touchpoints (email sign-offs, social captions, behind-the-scenes)
Keep sensitive content clear and neutral
Test your tone and refine it based on audience feedback
