When selling online today, standing out is no longer optional—it’s essential. The secret? Infusing personality into your marketing. Personality-driven marketing bridges the gap between your products and consumers, making your brand not only relatable but unforgettable. In this blog post, Maddy Shine, a marketing expert and small-business mentor, knows exactly how to help brands shine.
Why Visibility Matters for Small Businesses
We all love to say ‘support small businesses’ but actually, without a compelling reason, why should people choose you? The answer lies in showcasing your unique story. Sharing your authentic self—whether you’re introverted, extroverted, or somewhere in between—creates connections. By sharing stories, we’re able to show how small businesses don’t just sell products, but also support families and communities.
What is Marketing with Personality?
Marketing with personality means communicating in ways that feel true to you and your brand. It is this authenticity that builds trust and loyalty. Think about how you’d describe your business to friends over a cup of coffee: potentially you’re talking about a new particular product or an idea for a future launch. That excitement and genuine passion is exactly what your marketing should capture.
“Whether it’s through social media, emails, or videos, let your enthusiasm shine. It is this genuine excitement which is contagious and encourages customers to get involved with your brand’s story.”
Practical Ways to Add Personality to Your Marketing
1.Maximise Social Media in a Way that Works for You
Social media isn’t just about posting, it’s about connecting. Use captions to tell your story, share customer reviews, or even try tools like AI to draft ideas. Polls, questions, and engaging content can also reveal what your audience loves.
Not comfortable showing your face? Try voice overs or spotlight your products, packaging process, or testimonials instead. Experiment to find what works and also aligns with your comfort level.
2. Leverage Email Marketing
Emails create a sense of community and also provide direct links to your brand. Start small: “I started my email list with 16 people ten years ago… and I was just chatting away!” The intimacy of this connection by email, encouraged people to keep opening them. Incorporating personality into your emails helps them to stand out in crowded inboxes – a spark of storytelling can boost open rates and engagement.
3. Build Emotional Connections
For product-based businesses, your product is an extension of your brand values. By showcasing how your product aligns with your customers’ lifestyles, it can help create an emotional connection. If I ran a scented candle business, I would consider how people want to feel about those scented candles and when they’d use them, perhaps to have a long, hot bubble bath. Using this, I’d think about the sense of calm and relaxation your customer seeks. It is that shared emotion which can guide your messaging, visuals, and product presentation. By implementing simple designs or minimalistic marketing videos with nice classical music, you could encapsulate that
calmness which your customers are looking for.
Shaping Your Brand Personality
Concentrate on your customer’s values and wishes to inform your marketing, as they often share common aspirations. However, in doing this: “Play around with different styles, different platforms, and find out what works for you before you start finding out what works for other people. Because without you, there is no business.”
Infusing personality into your marketing isn’t just about visibility – it’s about creating a lasting connection. Whether you’re naturally more outgoing or reserved, there’s a marketing style that works for you. Experiment, stay authentic, and align your approach with your brand values. With the right strategy, your passion will inspire others, grow your community and help your business thrive.
You can find out more and listen to the full podcast episode here.
About Maddy Shine
Maddy Shine is a small business mentor and visibility expert, specialising in helping women-owned businesses grow. Through her online programs,, membership community Visible Vibes, and her second brand Sassy & Soft, she has supported thousands of clients in building their brands. Explore Maddy’s insights further in her previous podcast episode Using SEO To Get Your Products Found here or connect with Maddy on her website, Instagram, TikTok or LinkedIn.
This episode is sponsored by Aubergine Legal
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