5 Ways to Inject Personality into Your Marketing
Marketing for a small business doesn’t have to feel stiff or boring. In fact, the secret sauce of standing out is often personality. Ever scroll past a social media post that read like a robot wrote it? The good news is that as a solo entrepreneur or small business owner, you are your brand’s greatest asset. By infusing your unique voice and character into your digital marketing, especially on social media, you can connect with customers in a more genuine, human way. Below are five practical ways to make your marketing more personable and relatable, all with a big budget or fancy marketing team.
1. Keep It Conversational (Sound Like a Human
One of the simplest ways to add personality is to write like you talk. Ditch the corporate jargon and overly formal tone. Instead, speak to your audience as you would to a friend over coffee. For example, it’s perfectly find to say “Our new latte flavor is awesome, and we can’t wait for you to try it!” instead of “we are pleased to announce a new beverage option.” Using a casual, friendly voice makes your content instantly more approachable. In fact, dropping the stuffy business speak and using a warm, conversational tone reminds people there’s a real person behind your posts. Don’t be afraid to use first-person (“I” or “we”) and even the occasional emoji or light-heartened quip if it fits your brand. The goal is to sound less like a faceless company and more like you, the friendly local business owner. This authenticity builds trust – your audience will feel like they know the person behind the brand.
2. Show the Human Side of Your Business
Give your marketing a personal touch by pulling back the curtain on your day-to-day. People love seeing the humans and the stories behind a business. So go ahead and post that candid shop selfie or a snapshot of your workspace (yes, even if there’s a coffee mug and some clutter in the frame). The most effective way to inject personality is often to show your face – let customers get to know the person or team running the show. For instance, if you’re packing orders late at night or prepping for the lunch rush, share a quick photo or video of it. These behind-the-scenes glimpses make your audience feel like insiders. Even something as simple as sharing what your “coffee of the day” looks like as you tackle morning emails gives followers a relatable slice of your life. Are you a one-person business? No problem – introduce your assistants, like your dog sleeping by your desk or the cat supervising your keyboard. Showing the real, unpolished moments (your team’s goofy smiles, the shop before opening, the hands that make the product) helps people connect with your brand on a human level. It reminds them that your business isn’t just a logo – it’s run by genuine folks they can like and trust.
3. Share Your Story (and be Authentic)
Every small business has a story – share yours! Being authentic about your journey and experiences is a powerful way to make your marketing more relatable. Instead of only broadcasting “Success! We’re doing great“, don’t shy away from talking about the challenges and triumphs that got you where you are. People are hard-wired to love stories, so weave narratives into your content. Tell the tale of how you started your business in your garage, or why you’re passionate about what you do. These personal stories add depth to your brand and captivate your audience. Authenticity also means keeping it real: if you made a mistake or learned a valuable lesson, consider sharing that too. Admitting that you’re human (and not perfect) can actually increase trust and loyalty among your followers.
For example, a local bakery might post, “We almost burned a batch of cookies today – oops! But we learned a new trick to prevent it next time.” Such honesty shows humility and growth. Being open and genuine about your ups and downs makes your content more believable and your brand more endearing. Remember, your goal is to form a real connection – and nothing connects better than an honest story straight from the heart.
Lighten Up and Use Humor (When It Fits)
Don’t be afraid to have a little fun with your marketing. A touch of humor or playfulness can make your content memorable and show off your brand’s personality. This doesn’t mean you need to become a stand-up comedian or force cheesy jokes, but sprinkling light humor – a pun here, a funny observation there – can go a long way. In fact, most people appreciate brands that can make them smile. One report found that 91% of people prefer brands that use humor, which suggests that making someone laugh builds positive feelings and loyalty towards your business. The key is to keep it authentic and on-brand: use a style of humor that feels natural for you and resonates with your audience.
For example, a home decor shop might post a cheeky meme about the chaos of assembling flat-pack furniture, or a cafe might joke about needing a “coffee IV drip” pm Monday mornings. Real-world example: one small tech company on LinkedIn, started featuring their office dog in posts – sharing goofy “help” from their pup alongside product info – and saw their engagement double (those pet posts got significantly more likes than the usual product posts). The lesson? A dash of personality, whether through a cute pet, an office inside joke, can humanize your brand and make your content more engaging. Just remember to keep humor positive and inclusive. When done right, showing your lighter side makes customers feel good about your business – and a happy customer is more likely to become a loyal one.
Make It a Two-Way Conversation
Part of having a personable marketing approach is actively engaging with your audience. Think of social media and digital marketing as a dialogue, not a one-way billboard. Invite your customers into the conversation. This can be as simple as asking questions in your posts (e.g. “What flavor should we try next? Any ideas?”) or encouraging them to share their experiences (“Show us your pet enjoying our homemade treats!”). When people do comment or message you, respond! Replying to comments – whether they’re praising your product or have a concern – shows that there’s a caring human on the other end. It’s like chatting with customers in-store, just in the digital space. Small actions, like thanking someone by name for a compliment or promptly addressing a complaint with a friendly tone, demonstrate authenticity and build trust. In fact, engaging back-and-forth with your followers helps build that “know, like, and trust” factor that turns causal followers into a loyal community. You don’t need a big team to do this – even a solo business owner can make a big impression by simply being responsive and personable online.
Consider featuring a customer story or shout-out (with permission): for instance, share a photo a customer took of your product in their home, or congratulate a client on their own business milestone. This not only gives you more personable content, but also shows you genuinely care about your customers. By making your audience feel heard and valued, you’re not just marketing – you’re building relationships. And people tend to support businesses that feel like friends.
Final Thoughts!
Injecting personality into your marketing is all bout being yourself and treating your audience like real people (not just potential sales). Whether it’s through a warm conversational tone, behind-the-scenes peeks of your life, heartfelt storytelling, a bit of humor, or genuine interactions, these approaches make your digital presence feel more human. The best part? None of this requires a big budget or a fancy marketing department – just authenticity and a willingness to share you and your audience. So go ahead and let your brand’s personality shine. Post that goofy team photo, tell the story of your business’s humble beginnings, crack a friendly joke, and chat with your followers. By doing so, you’ll not only make your marketing more enjoyable to create and consume, but you’ll also foster a deeper connection with the people who matter most to your business. And that genuine connection is marketing gold that can keep your customers coming back for more.
References
- Sandstonecastles Blog (2025). “How to Add Personality to Your Social Media Marketing”
- Pilcher Creative Media (2024). “Injecting Personality into Your Brand: Building an Authentic Voice.”
- Sweet Rose Studios (2024). “Should Small Businesses Use Humor in Their Marketing?”
- SBC Ontario (2025). “Tips for Promoting Your Business with Social Media.”
