YOUR BRAND PERSONALITY IS

The Best Friend

BRAND PERSONALITY KIT

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BRAND PERSONALITY KIT

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BRAND PERSONALITY KIT ✦ BRAND PERSONALITY KIT ✦

You provide connection so people can belong

The Best Friend brand plays the role of bestie in people’s lives - down to earth, empathetic and genuine. What you see is what you get. 

The Best Friend brand helps people feel like they belong and shows up with an element of vulnerability and humanity. They don’t take themselves too seriously but they are also no-nonsense, reassuring people that they belong just as they are. 

NICHES & SECTORS THAT ALIGN WELL WITH THE BEST FRIEND PERSONALITY TYPE:

  • Businesses focused on community 

  • Commonly used products or services

  • Products or services that appeal to the mass market 

  • Lower-priced products or services  

  • Non-profits and charities

The Best Friend at a glance

  • Your brand in one word:

    EQUALITY

  • Vision:

    TO HELP PEOPLE FEEL THEY BELONG

  • Superpower:

    BEING REAL AND RELATABLE

  • Brand Inspo:

    AMAZON, IKEA, THE ORDINARY, SLACK

Your branding basics

Your brand is that go-to friend who shows up, keeps it real, and makes people feel like they belong. From your words to your visuals, your tone tells your audience: I see you, and I’ve got you.

When you stay true to your Best Friend energy, your people trust you more deeply, engage more often and keep coming back—just like they would with a good friend.

Personality:

Reliable and unpretentious.  

Imagine if your brand was a person. How would they show up and present themselves? Someone with a reliable and unpretentious personality would come across as a trusted sidekick or friend who kindly tells it like it is and is always there for you. 

Tone of Voice:

The Best Friend voice is warm, real, and human. It’s the voice that cheers you on when you need it most and tells the truth gently when you need that too.

It’s a blend of empathy and practicality, often with a wink of humour or vulnerability that says, “Hey, me too.”

EXAMPLES: 

  • Make work life simpler, more pleasant and more productive (Slack) 

  • Expect more, pay less (Target) 

  • Democratic designs for everyday solutions (IKEA) 

  • Where the essentials are iconic (GAP)

Color Palette:

Best Friend brands tend to favour casual, inviting, friendly and easy on the eyes. Think soft blues, earthy greens, warm neutrals, or confident pops of colour that feel fun but not overdone. Your palette should say: “You belong here.”

Color palettes to inspire your brand identity…

How to start using your Bestie energy today

Talk to your people, not everyone

Best Friend brands feel welcoming to all, but trying to speak to everyone waters down your message. Be clear on who you’re really here for and speak directly to their challenges and dreams like a true friend would.

Next, head over to your inbox for 3 more high-impact ideas, plus a few next steps I’ve got just for you.

Is this profile resonating with your brand? If you’re not vibing with this profile, then check out the other results here.  

All our brand personality profiles are based on Carl Jung's personality archetypes and the work of Mark & Pearson on how these archetypes can bring meaning to brands in their book ‘The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes’.