Five terms imagining a brand like a person

13 September 2023

3 Mins Read


Crafting a brand’s positioning and identity is an intricate process that often challenges both creators and clients. To bridge the gap between the tangible outcomes and the creative journey, consider an unconventional approach: envision the brand as a person. This unique perspective draws parallels between brands and individuals, illuminating their shared characteristics. At Invisible Ink, we’ve found that understanding brands as people can unlock fresh insights and connections, making brand development not only comprehensible but also relatable. Join us as we explore the fascinating overlaps between brands and human personas.

1. Face (Logo)

In the same way that a person’s face is their most recognizable feature, a brand’s logo serves as its visual signature. Yet, it’s crucial to recognize that just as people are more complex than their faces, brands transcend their logos. The logo is a starting point—a visual cue that sparks recognition and association. But, like individuals, brands possess multifaceted layers that extend beyond the surface.

2. Body & Clothing (Brand Identity)

Much like how clothing and appearance communicate volumes about a person, a brand’s identity encompasses more than just its face. The choice of colours, materials, typography, and design elements forms the visual wardrobe of a brand. These carefully selected elements shape the brand’s perception and establish a distinct visual tone that resonates with the audience.

3. Personality (Brand Personality)

The manner in which individuals and brands interact, communicate, and carry themselves can be categorized as personality. Brands, akin to people, have unique voices and tones that extend across various touchpoints. This brand personality influences everything from written copy to audio assets and visual content, cultivating a cohesive and relatable presence.

4. Strengths (Brand Values)

Just as individuals possess strengths and competencies, brands too have their own areas of expertise and value propositions. Identifying a brand’s core strengths and values provides it with a sense of direction and empowers its internal decision-making. Externally, these attributes serve as a metric for customers to evaluate the brand’s relevance and authenticity.

5. Dreams & Actions (Vision & Mission)

Human aspirations are encapsulated in dreams, and individuals work tirelessly towards their realization. In a parallel manner, brands harbor dreams in the form of a vision—where they aspire to be in the future. The mission, on the other hand, outlines the actionable steps the brand takes to materialize its aspirations. Just as individuals pursue their dreams, brands diligently follow their mission to achieve their envisioned status.

Exploring the concept of brands as people offers an innovative lens through which to comprehend the intricate world of branding. This analogy reveals the depth and complexity beneath a brand’s surface, aligning it with the richness of human attributes. By delving into the realms of face, body, personality, strengths, dreams, and actions, we’ve unveiled the interconnectedness between brands and individuals. With this newfound perspective, you’re equipped to approach brand development with a deeper understanding, harnessing the power of relatability to craft impactful, resonant, and memorable brands.