Personality-driven brands exude human warmth, have a unique style, and revel in being defined by their own ideas. They value emotion over function, appealing to the imagination inherent in all of us. They’re likable, different, and authentic.
More utilitarian brands have their benefits as well—predictability and reliability are important attributes for many brand choices. Knowing exactly what you’re going to get is a powerful message. But these brands often struggle to stand out and can easily lapse into commoditization.
Standardization has always put pressure on brands—famously, the Ford Model T only came in black. But modern marketing practice has been pushing all brands toward utility, prioritizing predictable, tried-and-tested solutions over creative expression and new ideas. Car performance is measured on the same tracks. Architecture, interiors, and fashion follow the same global trends. Design minimization has robbed brands of their quirks. Marketing teams have become more risk-averse to guarantee their ROI. The space for variation and personality has been shrinking. And when everyone’s following the same rules, they tend to come up with the same solutions. The result is a world of blander, less emotionally appealing brands—and a fatal plunge in differentiation.
Brands need to resist this headlong rush to utility, and remember that a distinctive personality is the foundation of every Unordinary brand.
