Think about how you get to know a person. If I were to introduce myself, I wouldn’t just give you my name. That wouldn’t tell you much. You’d need more details to really understand me:
My name is Brandon Sturgis.
Here’s what I look like.
I was born in Lansing, MI and grew up in Metro Detroit.
I'm passionate about health and fitness.
I’m 39 years old.
I went to The University of Arizona for Global Business Management.
I recycle, compost, and sort my garbage.
My biggest fear is having more regrets than memories.
I have 2 dogs - a Catahoula Leopard Dog and a Shiba Inu.
My favorite movie is Snatch.
I sing my ass off in the car.
Each of these details helps to shape who I am in your mind. The more you know about me, the more you can relate to me. You might even find things we have in common. You might even be able to tell your friends about me. That’s how human connection works.
Your brand is no different.
A brand isn’t just a logo, a color palette, or a tagline. Those are just the surface-level details—the “name and face” of the brand. But people don’t connect deeply with just a name or a face. They connect with personality, values, aspirations, quirks, and unique experiences.
The Traditional Brand Model vs. a Living Brand Personality
Most brands stop at the surface. They define their industry, their offerings, and maybe their target audience, but they don’t build a true personality. They don’t make themselves relatable. And because of that, they miss out on customer loyalty, trust, and affinity.
Now imagine if your brand had the same depth as a real person.
What’s its name? (Not just a logo—what does the name mean? What emotion does it evoke?)
What does it look like? (Beyond colors—how does it present itself? What’s its style?)
Where was it “born” and why? (What’s the brand’s origin story? Why does it exist?)
What are its passions? (What does it care about beyond just selling products?)
What’s its personality? (Is it witty, bold, sophisticated, rebellious, nurturing?)
What’s its biggest dream? (What’s the brand’s vision for the future?)
Where does it want to be in 5, 10, 20 years? (How does it evolve? What’s its ambition?)
What does it love most about life? (What excites it about engaging with customers?)
What’s its favorite “movie” (or inspiration)? (What influences its behavior and voice?)
What’s its “music” (or language)? (How does it sound when it speaks?)
This is the difference between a brand that people just buy from and a brand they believe in.
Branding Feeds Everything
When a brand is built like a real personality, it does more than just look good—it fuels the entire business.
✅ Marketing has a clear, authentic voice that resonates deeply.
✅ Advertising becomes more effective because messaging feels consistent and compelling.
✅ Sales builds trust because the brand already feels familiar.
✅ Customer experience feels natural and immersive, strengthening loyalty.
✅ Company culture & leadership thrive when employees connect with the brand’s mission.
✅ Hiring & retention improve as the brand attracts people who align with its values.
✅ Innovation & product development stay focused, ensuring offerings feel cohesive and on-brand.
✅ Strategic partnerships become easier when the brand is well-positioned and desirable.
✅ Pricing & perceived value are influenced by the brand’s strength—premium brands command higher prices.
✅ Customer loyalty & advocacy grow when people believe in what the brand stands for.
✅ Crisis management becomes smoother because a trusted brand has built-in goodwill.
✅ Investor & stakeholder confidence strengthens when a brand has a clear vision and differentiation.
A well-defined brand isn’t just an asset—it’s an anchor that shapes decisions, drives growth, and ensures long-term success.
Is your brand strong enough to guide every part of your business?
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