Why Brand Personality Is Everything
Brand personality turns businesses into something more: companions, collaborators, even cultural icons. It’s what makes people trust you, relate to you, and choose you over someone else. On TikTok, it might mean playful trends and behind-the-scenes snippets. On Instagram, it’s about blending beautiful visuals with stories that matter. LinkedIn? That’s where you bring the brains—all while keeping it approachable. Every platform offers a unique opportunity to connect, and the brands that tailor their voice to fit the vibe are the ones that stand out.
Building Affinity Through Alignment
When a brand’s personality aligns with its audience’s values and interests, something magical happens: affinity. It’s not just about being liked; it’s about being understood. Brands that reflect their audience’s aspirations, humour, or worldview foster deeper connections. This alignment shows audiences that your brand isn’t just selling - it’s sharing their journey. Whether it’s championing sustainability - like Astonish, with their focus on eco-friendly ingredients and sustainable packaging - choosing brand collabs that reflect your audience's wider interests, sharing relatable moments, or simply speaking their language, alignment strengthens loyalty and transforms customers into advocates. Take our work on the Honey Monster’s socials for example, we invited followers to join him on his journey to find connection and self discovery and they loved it! Through this iconic brand personality’s exploration of the world of online dating, we created a sense of relatable vulnerability and reflected moments our audience knows all too well.
Bringing Personality to Life
Personality isn’t just in what you say; it’s in how you make people feel. Humour, wit, and cultural relevance go a long way. Engage with (the right) trending topics to keep your content fresh and relatable…more on this below. Share real, unscripted moments that reveal the human side of your business. And remember: interaction is a two-way street. Ask questions, reply to comments, and show you’re listening. If you really want to win hearts and minds, consider taking onboard any product feedback you receive in the comments. Your audience could have some seriously insightful nuggets of gold on how your products could be even better. Taking this onboard and being transparent about it makes your audience feel heard while giving them a sense of involvement in your brand’s journey. Nail Order recently did this particularly well, when they took on board followers’ feedback on the consistency of one of their core products and came out with a totally reformulated product. They announced this through a series of Reels and TikToks comparing the old product to the new and being really explicit about the fact that the decision to reformulate was made based on followers’ feedback. Who doesn’t want free real-world product testing and focus groups?
Keeping It Real (and Strategic)
It’s tempting to chase trends or try on a tone that’s “in”—but if it doesn’t fit your brand, it’ll show. Personality should never feel forced or jarring. Authenticity builds trust, and trust builds loyalty. So, while being creative is crucial, staying true to your brand’s values is non-negotiable. It’s all about finding that sweet spot where authenticity meets strategy. While the Duolingos and Surreals of the world seem to be able to jump on some of the silliest trends going with their super tongue-in-cheek tone, other brands need to be a bit more strategic in deciding what fits their personality best. Don’t have a clear sense of your brand’s voice? Get in touch and chat to our brand development experts.
Final Thoughts
The social playground is ready for you—are you ready to own it? The brands that thrive here are the ones that dare to be themselves, loud and proud. By embracing your quirks, finding your voice to each platform, and engaging with heart, you’ll turn heads and win hearts. So, go on: let your brand personality take centre stage.
You know your brand better than anyone else, but sometimes translating that into the right tone for social media can be tricky. At Principles, we create social alchemy for brands by blending the science of data with the art of story telling. Ready to make magic happen? Get in touch and let’s create unforgettable connections in the social playground.