Let’s be real… most professional industries (looking at you, finance, law, corporate consulting) have a branding problem. They’re buttoned-up, neutral-toned and afraid to show personality. And while professionalism is key, that doesn’t mean your brand has to be as exciting as watching paint dry.
Here’s the truth: personality sells. Whether you’re in finance, real estate, law or even accounting, people want to do business with brands that feel human, relatable and – dare we say – interesting.
So, how do you inject some life into your brand while still keeping it professional? Let’s break it down.
1. Ditch the Corporate-Speak & Talk Like a Human 🗣️
Nothing kills personality faster than sounding like a robot in a dark blue suit. If your website, email campaigns and social posts are full of jargon-heavy, stock-standard phrases, you’re blending into the background.
🚫 “We provide end-to-end solutions to maximise synergy and drive results.”
✅ “We help businesses grow without the nonsense.”
🚫 “Our team of professionals leverages innovative strategies to enhance client outcomes.”
✅ “We know our stuff, we get great results and we make the process easy.”
See the difference? Ditch the fluff, be clear and inject a little warmth.
💡 Pro Tip: Studies show that brands with a conversational tone have higher engagement rates – because people prefer human-like communication (Forbes).
2. Give Your Visual Branding Some Personality 🎨
If your industry is known for stiff, cookie-cutter branding, this is your chance to stand out instantly.
💡 Ways to add personality through branding:
✔ Colour Psychology: Ditch the navy blues and greys (unless you love them) and incorporate colours that evoke emotion and energy. A law firm with burnt orange and deep green? Bold move. A finance brand with bright yellow? Love it.
✔ Typography Matters: Swap out generic corporate fonts for ones that feel fresh and approachable.
✔ Imagery with a Story: Use real, relatable photography – ditch the cringey stock photos of people shaking hands in beige boardrooms.
3. Inject Some Humour & Realness (Yes, Even in Serious Industries) 😂
A little wit and warmth can make your brand instantly more likeable. No, you don’t have to be a stand-up comedian, but breaking the ice with humour can make even complex, technical topics feel more approachable.
– Law firm? “We fight for you in the courtroom, but we won’t fight you on payment plans.”
– Finance brand? “Making cents of it all – literally.”
– Tech company? “Software that won’t make you want to throw your laptop out the window.”
See? Small tweaks, big impact.
💡 Fact: People remember messages with humour better than straightforward facts (Science Connected Magazine).
4. Show Some Behind-the-Scenes Action 📸
People connect with people, not faceless corporations. Show who’s behind the brand!
🎬 What to share:
– Team introductions with fun facts that aren’t just “Hi, I like coffee.”
– A day in the life – raw, real and entertaining.
– Behind-the-scenes of a project or client win (without breaking confidentiality, of course).
– Managers or team members giving real insights instead of just corporate announcements.
💡 Pro Tip: If you wouldn’t stop scrolling for your own post, why should anyone else? Make it engaging!
5. Have a Clear Brand Voice (And Stick to It) 🎤
Your tone of voice is the heartbeat of your brand. If your industry tends to sound bland, robotic or overly formal, this is your opportunity to stand out.
✔ Playful & Fun: Great for lifestyle brands, marketing agencies and hospitality.
✔ Bold & Direct: Ideal for industries like real estate, legal and finance that need to build trust quickly.
✔ Warm & Conversational: Perfect for service-based industries that rely on personal connection.
💡 Example: If your audience responds well to conversational, direct language, lean into it. Instead of:
🚫 “We offer comprehensive financial planning solutions tailored to your needs.”
✅ “We help you make smarter money moves – without the fluff.”
Consistency is key! If your brand voice flips between corporate-speak and casual chat, it confuses your audience. Pick a personality and own it.
Stand Out or Stay Forgotten
Infusing personality into a professional industry isn’t about being unprofessional, it’s about being memorable, relatable and real. The businesses that win today are the ones that feel human, no matter the industry.
So, whether you’re a lawyer, accountant, financial advisor or consultant, your brand has more room for personality than you think. And if you’re looking for expert branding in Newcastle, we’ve got you covered.
Need help making your brand stand out without going overboard? That’s what we do. Let’s chat 🚀
