Character-Driven: Good Brands Are Starting to Feel More Like Personalities Than Corporations

If it feels like some brands are talking to you differently these days, you're not imagining it. A growing number of companies are showing up in ways that feel less corporate and more personal. You see them joking around on social media, making bold comments, leaning into weird memes, responding like real people, and in some cases, developing full-on personas.

What’s happening is simple. People are tired of "sales". They don't want to know they're being sold to. They want to feel something real. And the brands that are winning today are the ones who understand how to behave like people, not just businesses.

Your Brand Can Have a Personality.

The shift toward personality-driven branding isn’t just a trend. It’s a response to how people consume content and engage with companies now. Whether it’s Wendy’s roasting followers on Twitter, Liquid Death turning canned water into a rebellious movement, or Duolingo going all in on TikTok absurdity, these brands are tapping into something deeper. They’re not just promoting products. They’re creating an experience that feels human. They want people to share their content, and to do that, they need something people care about enough that its worth sharing.

Even snack brands are getting

weird with it - really weird. Nutter Butter, for example, went full chaotic energy on TikTok with content that was surreal, unpredictable, and borderline unhinged. The result? People noticed. The comments exploded. The content got shared. It stood out because it wasn’t trying to act like a brand. It was just being unapologetically memorable. Any press is good press.

Personality doesn’t always have to be loud. It can be calm, thoughtful, rebellious, optimistic, serious, or clever. The point is, it’s intentional, memorable and bold. A brand with a clear personality knows how to speak in a consistent voice. It knows how to behave across platforms. It feels real, and because of that, it becomes easier to trust.

People Don’t Connect With Logos. They Connect With Stories and Behavior.

Let’s be honest. Nobody follows a brand just for the logo. They follow because something about the companies values or point of view resonates with them. It’s the way you present yourself, the kind of content you develop, the way you handle feedback, and the tone you use when you talk to your audience.

A brand with personality tells stories. It has opinions. It makes content that people want to share because it feels like there’s someone behind it who gets them.

A brand without a point of view or defined character is going to have a hard time standing out. In a

crowded feed, people don’t stop for polished sales pitches. They stop for authenticity. They stop for something unexpected, something relatable, or something that makes them laugh or feel seen.

Don't Fake it.

Don't force a quirky tone or jump into every trend. In fact, trying too hard can do more damage than saying nothing at all. The key is to define your brand’s personality in a way that feels honest and grounded in who you are. The personality is already there, you just need to look, sometimes through a different lens or from a bird's eye view.

How would your brand talk if it were a person? Would it be direct and confident? Warm and welcoming? Bold and energetic? The more clearly you define this, the easier it becomes to make content, write captions, respond to comments, and design creative that actually feels cohesive. You respond by stepping into that character's shoes, and speak through them. Every piece of content should feel like it’s coming from that same voice, no matter the format or platform.

Connection vs Sales.

The brands that are creating real connections aren’t just selling things - they’re building personalities people want to spend time with.

Whether you’re a startup, a growing business, or an established company, the more human your brand feels, the more powerful it becomes. When people like your brand, it is true they are more likely to buy from you. But more importantly, they remember you, talk about you, and come back for more.