Your brand image is your product’s living personality

Imagine two bars of chocolate side by side. Both taste similar, but one wrapper sports minimalist black and gold, while the other bursts with rainbow sprinkles. Which do you pick if you want an escape from the mundane? Most choose the one whose packaging and tone promise to brighten their day. That’s brand image at work—an emotional shorthand that guides decisions even before the taste test.

In the 1950s, Claude Hopkins wrote about image building, but it was David Ogilvy who popularized the idea. He taught that just as people have personalities, brands do too. A product’s name, price, design, and advertising voice merge into a single composite persona. Take Marlboro: rolling out a rugged cowboy in every ad gave a disposable filter cigarette a Wild West sense of adventure.

Science shows that humans make fast judgments based on subtle cues. Consistent imagery and messaging tap into this instinct, so your audience instantly grasps—without reading a word—who you are and why you matter.

Crafting a persona isn’t fluff. It’s a strategic framework that ensures every marketing move—from your website font to your tone on Instagram—speaks the same language. That unity builds trust, recognition, and ultimately—loyalty.

First, sit down with a notebook and sketch out three to five personality traits your brand should embody—think like you’re describing a person. Next, flip through every touchpoint—ads, packaging, emails—and ask whether each one looks and feels like those traits. Make notes on what clashes and needs a redesign. Finally, build a simple mood board with colors, fonts, and images that evoke your chosen persona. Keep it visible at your desk or in your slide deck so everyone on your team has a clear visual compass. Try reviewing it every Monday morning.