Branding Misconceptions

Common Brand Misconceptions: My Brand Can’t Be Professional and Personable

Welcome to the second post in our series, Common Brand Misconceptions! If you missed the first post, here’s the link.

The second misconception: my brand can’t be professional and personable at the same time.

The truth: your brand can adhere to a level of professionalism and be relatable at the same time.

It’s common to think that your brand can’t come off as a professional business, and have personality.

If you talk to your clients through your blog posts as if they’re your friends, that’s not professional, right?


It depends on the brand, but for the most part, you can be friendly and casual with your clients, while still acting as the professional expert.

Just take a look around our blog if you need an example. We’re relatable, we talk to you about your business problems, and we offer solutions. We offer expert advice, from a personable level, giving us a professional, relatable look.

Here are some questions to consider:

  • Who is your target audience? Would a casual or formal tone better connect with them?
  • What type of voice can you use? (Are you a friend or a counselor?)
  • What words and phrases should you avoid? (What phrases are too casual and unprofessional for your industry or your brand?)

Similarly, here at the Agency, we’ll gladly talk to you on a relatable level, but we won’t go as far as to use phrases like “OMG” because our clientele doesn’t use that phrase either. Even lawyers can use casual conversational tones on their websites. It’s just a matter of having the right content at a level that makes sense for the relationship you want between your brand and your clients.

What causes this misconception?

First of all, it’s overwhelming as a business owner to determine what’s appropriate. It can be intimidating to use more casual dialogue in your content. You may fear that it lowers your appearance of expertise or causes a divide between you and your ideal client.

Naturally, you’re worried about crossing a line.

Benefits of correcting this misconception

By determining the level of personality and casual tones your brand can have, you’ll allow your business to create stronger bonds with your customers.

Ultimately, your customers are looking for a voice they can connect with, that they can trust. The right amount of personable content will show them that you understand their problems, and know how to fix them.

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