The Branding Personalities That Shaped My Approach to Marketing & Design

When people think of branding, they often jump straight to logos, fonts, and color palettes. And while those are essential ingredients, branding is so much more than aesthetics—it’s the story, the personality, and the feeling that a brand leaves with you.

Strong branding is what makes us remember, connect, and even belong. It shapes how we perceive businesses, universities, restaurants, and communities. And when branding and website design work hand in hand, that’s when the magic happens—when a brand doesn’t just exist, it comes alive.

One of my favorite ways to think about branding is through “brand spirit animals.” Every memorable brand has a personality, a vibe—almost like a mascot living in the background. Here are a few of mine that have stuck with me over the years and continue to influence the way I think about branding and web design.

Target: The Dependable Dog

Target is the golden retriever of retail: loyal, joyful, and always there when you need it. Their 2024 holiday season was a perfect example of how strong branding turns products into experiences.

They sold Target-branded shirts, oversized Bullseye plush dogs, that sold out - quickly. Earlier this year they even rolled out and festive party decorations so you can host your own Target themed party. Yes, it feels a little consumer-ish, but Target has their branding ON TARGET. People get crazy over buying this stuff - me included! Unfortunately, by the time that I decided to purchase the 24" Bullseye plush, it had already sold out.  With that said, people weren’t just buying merchandise—they were buying into a feeling of belonging. Walking into Target feels familiar, fun, and a little bit magical. Their branding doesn’t just decorate their stores; it builds a sense of community.

Starbucks: The Social Cat

Starbucks has mastered the art of collaboration and seasonal storytelling. One of my favorite examples is Red Cup Day, their annual holiday kick-off event. Every year, customers line up early just to get their hands on that year’s limited-edition reusable red cup. It’s more than a promotion—it’s a ritual that sparks excitement and a sense of shared tradition.

From their much-anticipated holiday drinks to limited-edition merch and collaborations (hello, Stanley cups), Starbucks understands how to make customers feel seen and connected. Their brand personality is a bit like a cat: social on its own terms, always stylish, and effortlessly cool. Every element of their branding—store design, packaging, tone—invites people to be part of something bigger than just a coffee run.

Chick-Fil-A: The Cheerful Cow

Chick-fil-A’s branding has always been defined by warmth, consistency, and a touch of humor—and their “Eat Mor Chikin” cows embody that perfectly. From billboards to plush toys, those mischievous cows are instantly recognizable and bring a playful personality to the brand.



But their branding isn’t just visual—it’s experiential. Through their app and tiered rewards program, Chick-fil-A has built a loyal fan base. I’m a Red Member, which means I earn plenty of free Chick-fil-A sandwiches (a fact I’m not mad about). Their loyalty program turns customers into brand advocates by making you feel seen and rewarded for simply showing up.

Add that to their famously kind customer service, “my pleasure” greetings, spotless spaces, and family-centered messaging, and it’s easy to see why their brand feels so welcoming. Chick-fil-A doesn’t just serve food—they create a community that keeps people coming back.

The University of Toledo: The Loyal Rocket

Some branding stories are quieter, but no less powerful. When I was 10, I sent away for goodies from a “free stuff for kids” book and received a University of Toledo sticker. It was a simple design: a rocket, bold and bright and round. I remember asking my mom if Toledo was in Ohio, and she told me yes, it was. I remember telling my mom then and there that I was going to go to college at The University of Toledo. I stuck it to my things, not realizing that years later, it would launch something bigger.

When it came time to choose a college, that small branded touchpoint came roaring back like a launch sequence. I chose the University of Toledo. Their branding didn’t need to shout; it quietly took orbit in my memory until the right moment. Sometimes, all it takes is one sticker to plant a lifelong connection.

Why This Matters

These brands show us that branding is about personality, emotion, and consistency. It’s about building trust and belonging. Whether it’s a plush dog, a coffee cup, a warm greeting, or a rocket sticker—these moments shape how people experience and remember your brand.

When I build brands and design websites, this is the lens I use:

• Who is this brand, really?
• What personality does it carry?
• How can every touchpoint—from the homepage to the packaging—reflect that story?
• 

A website isn’t just a digital storefront. It’s a living, breathing extension of the brand’s identity. When strategy and storytelling meet great design, the result is unforgettable.

Closing Thought

Branding is more than a logo. It’s the loyal dog, the social cat, the cheerful greeter, and the unexpected rocket. It’s the feeling that stays with you long after the moment has passed.

And that’s the kind of branding I love to create—brands that don’t just exist online, but live there.