Why thinking of your brand as a person changes everything

Plus, 7 small-ish update tips to help your brand grow, evolve, and feel more alive!

While I was having an initial consult with a potential branding client recently (aka a good ol’ Brainstorm Call), we were discussing the vision for their brand going forward. They admitted it currently felt like it lacked character – like it just had no personality at all. I nodded my head (maybe a little too enthusiastically…).

Sure, it was a decent place to get ‘X’, but apart from the logo, its location, and the products it sold, there was very little to describe it to someone who’d never been there. No personality, no differentiation, no real reason for being.

I explained that when it comes to branding, you should think of your brand as a person.

A multi-faceted individual with a certain look and style (through visuals and brand identity), a way of speaking (through copy and catchphrases), a feel or vibe (how it’s remembered), values (what it stands for), energy (the overall impression it gives), and the type of people it naturally attracts.

But it doesn’t stop there.

Just like people, brands grow and evolve (or at least they should).

They aren’t meant to stay exactly the same forever. Your brand should reflect how your business has developed, while adapting to keep pace with the times. Otherwise, you risk stagnation, boredom, or becoming… irrelevant *gasps*.

Now I know I’m guilty of this too… but too often businesses get their branding, copy, photos and/or website done once, then tick it off their list and leave it as is for the next three or more years.

The problem is, though, that the world moves fast. Reeeal fast.

Trends, audiences, and even your own business priorities shift. Your brand should be able to move with them – without losing its core identity.

And this doesn’t mean you need to spend thousands of dollars on a full-blown rebrand every time you want to freshen things up a bit; that only applies if your brand already has solid foundations in place. Unlike the client above, who had a simple logo and basic identity but no real personality or strategy, they actually needed something more substantial: a proper rebrand to give their brand depth, character, and direction.

Instead, for brands that already have a strong foundation in place, using small, considered updates can still make a big impact without affecting your established recognition and presence. In fact, it will only improve it (if done correctly).

Here are ideas for small(ish) wins with big impact to consider:

• Add fresh brand illustrations to boost your brand identity

  Illustrations aren’t just decorative; they can communicate your brand personality, make your messaging more engaging, and create assets you can reuse across socials, your website, and marketing materials. Even a few new illustrations can make your content feel more playful, approachable, and distinctly you. Already have a suite? Just add more to match. Don’t have any illustrations yet? Be sure to work with an illustrator to develop a suite of multiple illustrations in a single, distinct style that fits with your brand vibe and can be built upon later.

• Update your brand photography

  Fresh, current photos can make a surprising difference to your website and socials (and things like proposals if you include shots in there). Try organising a mini shoot to get a few fresh shots of you or your team as you look today (not ones from five years ago). Consider seasonal content, behind-the-scenes moments, or showing your workspace. It gives people a sense of authenticity and connection. Feeling ambitious? Book a photographer for a full-day shoot and get multiple situational shots, outfit changes, BTS and more!

• Revisit your copy to strengthen your brand voice

  Take one page at a time and ask: Is it still relevant? Does it sound like how you speak on socials (usually where we feel more relaxed and conversational)? Is it clearly focused on the value you offer? Often, a few tweaks to tone or clarity can make your messaging feel more alive and relevant. Pro tip: reading it aloud helps catch anything that sounds stiff, outdated, or just weird. Super pro tip: Don’t have time or energy to DIY? Hire a copywriter.

• Extend your secondary colour palette

  Your core brand colours should stay consistent, but adding a few complementary shades can refresh your visual identity without creating a disconnect. A subtle shift in palette can feel like a breath of fresh air and give you more creative freedom in your marketing materials. However, use this tip sparingly. You don’t want to be changing and adding colours too often and without proper consideration. This is a great tip if you’re leaning more into doing a proper refresh of your brand, not just because you feel like it.

• Review how you use your typography

  Tiny tweaks can be good tweaks, like adjusting a font hierarchy (getting clear on what font gets used where and when, and making rules for this to create more structure and consistency). Or consider introducing a supporting or accent font if you don’t have one yet. Remember though, don’t go too wild with your fonts! A good number is 1-3 brand fonts: 1 x headline font (can be a bold/variation of the body font), 1 x body font (what you use the most), 1 x accent font to use sparingly to add character (think: a handwritten font used for comments or personal touches).

• Consider seasonal or campaign-based updates

  Brands that feel alive often reflect the seasons, holidays, or have special campaigns without losing their core identity. A small seasonal colour tweak, a limited-edition illustration set, or a themed social series can keep your brand engaging and timely. Think special holidays like Halloween, Christmas, Spring, a pop culture craze, or even your business birthday month.

• Experiment with micro-branding

  This could be introducing a pattern, texture, or playful iconography that appears subtly across collateral. Micro-branding adds personality without overwhelming or confusing your established brand. It’s like accessorising an outfit – small, intentional details can elevate the whole look.

So there you have it, 7 ideas to keep your branding feeling fresh and relevant, like a person who has done self-reflection and development to be a better version of itself, while still ultimately being the same at its core.

Use one, use all, but more importantly, use them intentionally. Consistency is always the goal when it comes to branding.

If this all sounds amazing but also a bit overwhelming, pop me an email and we can book a time to chat about getting your brand the help it needs. Easy.

If you need help creating a brand illustration suite that fits your identity, check out my brand illustration packages.

For a professional brand refresh that delves into the strategy behind your brand before tucking into the visual side of things to help your business evolve and stay memorable, click on over to my branding packages.

P.S. While I specialise in brand identity and illustration, I’ve got great contacts for copywriting and web support – just ask and I’ll share the deets.