Most businesses spend countless hours developing their client avatar—a detailed persona that embodies their ideal customer. They fine-tune every aspect: age, interests, pain points, and behaviors.
But have you ever flipped the script and asked:
👉 If your business were a person, what characteristics and traits would define it?
This question isn’t just a creative exercise—it’s a powerful brand strategy tool. It forces you to deeply reflect on your company’s personality, values, and the way customers perceive your brand.
Too many businesses focus on who they want to attract without first defining who they are.
The Dezignwall Experiment: A Lesson in Brand Identity
Back in 2014, while developing Dezignwall, I asked my team this very question:
💬 “If Dezignwall were a person, how would you describe it?”
To be honest, my team didn’t fully understand the exercise at first. They were used to focusing on the ideal customer—the people we wanted to attract. But I challenged them to take the same (or even more) time to understand how customers perceive our company.
Here’s what we came up with:
🗺️ Dezignwall is like a well-traveled friend.
✅ Someone you can call 24/7 and ask, “Hey, I’m looking for ____, do you know where to find it?”
✅ A trusted connector who has explored remote villages and major cities, met artisans, and built genuine relationships.
✅ Fun, approachable, and always ready to share an authentic personal story about the referrals it gives.
✅ Not just a networking tool—but a friend you’re always happy to catch up with.
This wasn’t just an exercise—it was a guiding principle for how we built Dezignwall. Every product feature, marketing message, and interaction had to reflect this humanized brand identity.
Your Brand’s Personality Shapes Everything
When you define your business as a person, you start to see everything differently:
🔹 Would this "person" say this in an email?
🔹 Would this "person" post this on social media?
🔹 Would this "person" show up this way in customer interactions?
Instead of making random branding decisions, you have a clear personality that drives consistency across everything you do.
Why This Matters for Your Business
Many companies talk about culture, but few take the time to reflect on their own side of the cultural relationship. They hyper-focus on the customer but forget to define who they are as a brand.
Here’s why this shift in perspective is crucial:
🎯 You Attract Who You Are.
If your brand is trustworthy, relatable, and engaging, you’ll naturally attract customers who value those qualities.
🧠 It Helps You Stand Out.
Most brands sound the same because they’re all chasing the same “ideal customer.” But when you craft a unique brand personality, you create a deeper emotional connection with your audience.
🚀 It Makes Decision-Making Easier.
If you know who your brand is, every decision—from marketing to product development—becomes more aligned and consistent.
3 Myths About Brand Identity
Let’s clear up some common misconceptions:
❌ Myth #1: Your Brand Is Just Your Logo
Your logo is just one piece of the puzzle. A strong brand identity includes tone of voice, values, personality, and customer experience.
❌ Myth #2: You Should Only Focus on Your Target Audience
While understanding your audience is crucial, it’s just as important to define your own identity. If your brand has no clear voice, how will your audience connect with it?
❌ Myth #3: Brand Identity Is Static
Your business evolves, and so should your brand’s identity. Think of it as a person who grows and matures over time. Staying adaptable while keeping your core values intact is key to long-term success.
How to Define Your Brand’s Personality
Now that you understand why this is important, here’s how you can implement it for your own business:
1. Ask the Right Questions
Take a step back and answer these:
If my business were a person, how would I describe them?
What personality traits would they have?
How would they interact with customers?
How would they handle a complaint?
What values would they stand for?
2. Create a Brand Persona Statement
Write a short description that captures the essence of your business’s personality.
For example:
💬 "Our brand is like a knowledgeable mentor who’s always willing to help. We’re warm, approachable, and always strive to make complex topics simple for our audience."
3. Align Your Branding and Messaging
Once you have a defined brand persona, ensure everything reflects it:
✅ Website copy
✅ Social media tone
✅ Customer service interactions
✅ Marketing campaigns
Consistency builds trust, and trust builds customer loyalty.
So, Who Is Your Brand?
Let’s put this into action.
Take a moment and ask yourself:
👉 If my business were a person, how would I describe them?
👉 What personality traits would they have?
👉 How would they interact with customers?
This simple exercise could completely change the way you approach branding, marketing, and customer relationships.
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