Last month, a medical device manufacturer hired me.
Their problem? Every competitor looked identical. Same blue logos. Same "professional" tone. Same boring corporate speak.
They were drowning in sameness.
Here's what I told them: "Your brand needs personality, not perfection."
We spent two hours defining their values, culture, and voice. Not their visual identity. Their human identity.
What do they believe? How do they act? What pisses them off? Turns out, they were rebels in a stuffy industry.
They believed medical equipment should be simple, not complicated. They got frustrated with vendors who used 50-word sentences to say simple things.
They wanted to talk like humans, not robots.
So we gave them permission to be themselves.
Their emails became conversational. Their website felt like a conversation, not a manual. Sales calls turned into actual discussions instead of formal presentations.
Result?
40% more qualified leads in 60 days.
Here's what most brands get wrong about personality: They think it's about being quirky or funny.
It's not.
It's about being authentic and consistent.
Your brand personality should feel like talking to your smartest friend.
Someone who tells you the truth, even when it's uncomfortable.
The Brand Attribute Slider technique makes this easy.
Take any trait — formal vs casual, serious vs playful, traditional vs innovative.
Where does your brand sit on that spectrum?
Not where you think you should be. Where you actually are.
Do this for 10-12 key attributes.
Suddenly, you have a personality blueprint.
Your team knows how to write, design, and sell. Everyone's singing from the same songbook.
Most brands sound like everyone else because they're trying to be everyone else.
Stop that.
Be yourself; your personality is your competitive advantage.
Use it.
— Shashank
P.S.
The Brand Engine Email Cohort includes the complete Brand Attribute Slider toolkit plus 12 other personality frameworks.