How to Define Your Brand Personality


Brand personality is so important when creating a business that will stand out and attract the right clients for you. Brands without a recognisable personality, or style may find it a lot harder to create a spot in an already over-saturated market where the key to winning clients is in branding.

What is a brand personality?

There are many essential elements that go into a brand, as you may know, including the logo, colour palette, tone of voice, values and services. All of these play into one thing that is called your brand. Your brand needs to be memorable, recognisable and unique, and that means sticking to the same overall aesthetic of everything you publish, including emails, websites, blogs and social media posts. This is considered your brand personality. It's the tone, mood and style of every single thing and it all should match. Your personality will say something about you if done right will attract your target audience with your brand alone.

If you’re having trouble defining your brand into a single niche or style - no worries! That’s why I’m here. First I’m going to list the things that make up your personality in finer detail so you know exactly what to check off when creating your personality and applying it to your brand.


Your visuals is everything you would think it to be. It includes your logo, icons, graphics, illustrations, patterns and any other visual element that make up your brand. It also includes any design that will be published like social media posts, headers, any website page or newsletters. If you’re wondering how does a personality fit into this, I’ll give you an example using your established colour palette. An eco friendly brand might use green in their palette to symbolise natural and organic products, a wedding planner service might use elegant colours that make you think of love like blush, peach or creamy whites, and so forth.


Your voice is all the words you write and post on different platforms, or in other words your copy. Good copy doesn’t just give you information, it makes you feel something and is entirely unique to their business. Businesses spend a lot of time on logos, color selection and other elements of a visual identity but very few take the time to consider the benefits of having a unique voice. Consider this: If you were to hide the logo on your website, would you sound unique? A unique voice relies you to think about the overall message of your brand. Think hard about the kind of tone you want to convey, and the emotions you want to evoke in people.  A more elegant brand like a wedding planning service could employ sophisticated and eloquent words into their posts, while a party planning service would use more fun and relaxed words, both evoking different emotions.


Your business’s message is the why of your story. The reason why you hustle daily and pour your soul into your business and nurture it. Your customers should feel that why and and reach out to your services or follow your posts through building a connection. This includes your core values, that should intertwine with your ideal client’s values. The charms of small businesses is the personal aspect. Customers want to work with businesses that are personal and transparent with their goals, personality and why they created a business.


Now that you know what to apply a personality to you may be thinking “Great! So, where do I go from here?” I’ve created a brand personality guide for you to easily apply all of this information to so you can come out with a stunning brand personality that represents you and your business perfectly. Simply click the download link below and sign up to my free resources page for access to more guides like this, including the brand strategy workbook and branding checklist! Happy branding!

Rebecca Turnbull