Brand Personality Matters More Than A Logo
And how you can show your personality off.
Here’s a truth bomb that might ruffle a few branding feathers: your logo doesn’t matter nearly as much as you think that it does.
Now don’t get me wrong, I am a brand designer after all, and I love a good logo. A gorgeous, well-crafted logo can stop the scroll, spark instant recognition, and make your brand feel polished as hell. But without the right personality behind it? It’s just another pretty face without the strategy.
The magic of branding (the kind that makes people fall in love with your business, share your posts, and buy from you again and again) doesn’t come from your logo. It comes from you.
Let’s talk about why your brand’s personality is the real moneymaker, and how to bring it front and centre in everything you do.
The Problem with “I Just Need a Logo”
When I first chat with new clients, I can usually tell within minutes whether they’re craving a rebrand or a full-blown brand identity.
The difference? A logo gives you something to stick on your website. A personality gives you something to say, something to stand for, and something people actually remember.
Logos are static. Personalities are magnetic.
If you’ve ever spent hours choosing between two shades of beige or arguing over serif vs. sans serif, here’s the tough love part: your audience doesn’t care about the technical details nearly as much as you do.
They care about how you make them feel. They care about whether they trust you, whether they like you, and whether your brand makes them feel something real.
The Science of Truly Standing Out
Human beings are wired for stories, not shapes.
We don’t remember companies, we remember characters. Personalities. Archetypes that feel familiar and trustworthy.
That’s why people rave about brands that make them feel something like they’ve found their people. Think about your favourite small business owners online: the ones whose posts you never scroll past, whose offers you buy without a second thought. They’re not the most “professional.” They’re the most human.
Your logo might get someone’s attention once. Your brand personality keeps them coming back.
How to Bring Your Brand Personality to Life
So, how do you build a brand that’s full of life, warmth, and genuine connection? Here are three ways to bring your personality to the forefront and finally stop hiding behind your visuals.
1: Speak Like a Person, Not a Public Relations Robot
Your copy should sound like you, not a marketing textbook.
If you wouldn’t say it out loud, don’t put it on your website. It really is as simple as that.
People buy from people, especially people they feel connected to, so your tone of voice should reflect the real you. Your quirks, your humour, your rhythm. Whether that’s a little sass, a lot of heart, or a mix of both, it’s what makes your brand unforgettable.
💬 Pro tip: Try reading your website copy out loud. If it makes you cringe, rewrite it until it sounds like something you’d actually say to a friend over coffee (or a can of wine, if you’re me).
2: Let Your Visuals Tell a Story
Your colour palette, fonts, and photos shouldn’t just “look nice.” They should feel like you and, by extension, your brand.
Ask yourself: if someone muted your Instagram posts, would they still know they were yours?
Visual consistency helps your audience recognise and trust you, but emotional consistency keeps them hooked. That’s why when I build brands, I focus on matching vibe to vision first. Your colours and typography should reflect your energy, not the latest Pinterest trend.
💬 Example: A brand that’s warm, grounded, and supportive should look nothing like one that’s bold, rebellious, and loud. Your visuals should make people feel what you want them to believe about your brand.
3: Show Your Face (and Your Heart)
This one understandably makes a lot of people nervous, but connection will never come from hiding.
If you want people to buy from you, they need to know you, like you, and trust you. And that only happens when you show up. Regularly and consistently.
Share the behind-the-scenes moments. The messy bits. The “why” behind what you do. That’s the personality piece most small businesses forget, the human element that turns customers into genuine fans.
💬 Example: One of my clients, Lydia Hardcastle Flowers, started sharing snippets of her floral process and personal story during her rebrand. Those posts didn’t just get likes — they got bookings. People don’t fall in love with perfect brands. They fall in love with real ones.
Why Personality Wins Every Time
When you infuse personality into your brand, you create something that can’t be copied.
Your logo can be replicated. Your colour palette can be duplicated. But your voice, your story, and your way of doing things? That’s one of a kind.
So, if you’ve been clinging to that old DIY logo or endlessly tweaking your fonts hoping it’ll make you feel “ready”… stop.
You don’t need a new logo to stand out. You need a brand that feels alive.
Ready to Bring Your Brand Personality to Life?
If your business feels a little flat, or your visuals don’t reflect who you really are anymore, it might be time to rein it all in and give your brand the glow-up it deserves.
Through my signature Rebrand Rodeo, we’ll wrangle your branding and website into something bold, confident, and 100% you so you can stop overthinking and start showing up.
👉 Book a discovery call here and let’s make your brand as unforgettable as you are.
