Why Some Brands Feel Like Your Best Friend

Article | By Rody Zimete

Ever wonder why some brands feel like they just get you, while others are as forgettable as that lukewarm coffee you had this morning? Spoiler alert: it’s not magic—it’s psychology! Turns out, we humans are hardwired to see patterns and personalities everywhere—yes, even in brands.

This quirky tendency, known as anthropomorphism (giving human traits to non-human things), helps us navigate the social world. It’s why we perceive brands as having personalities, just like people. And when brands tap into this, they can create emotional connections that make us feel understood and valued.

But how do they do it? That’s where the OCEAN Model (aka the Big Five personality traits) and Brand Archetypes come in. Think of them as the secret sauce for building brand relationships that stick. And here’s the kicker: there’s even a quiz—the MEIA Quiz—that combines these frameworks to help brands figure out how to don their metaphorical superhero cape.

Let’s dive into the heart of what makes brands feel human and how they can use psychology to connect with us on a deeper level.

Why We See Brands as People (and Why It’s a Game-Changer)

When a brand feels like a friend, it’s because we’ve unconsciously assigned it human-like qualities. Maybe it’s the way it speaks to us, the emotions it evokes, or the values it embodies. This isn’t accidental—it’s psychology at work.

Take Coca-Cola, for example. Their “Share a Coke” campaign didn’t just sell soda; it sold connection. By swapping out their logo for 150 popular names, Coca-Cola behaved like a human friend who knows us personally. Here’s how they did it:

Openness: For people who crave new experiences and creativity, seeing their name (or a friend’s) on a Coke bottle felt personal and exciting.
Agreeableness: The campaign encouraged kindness and social bonds, appealing to those who value harmony and relationships.
Extraversion: For the social butterflies, sharing a Coke became a public, joyful way to connect with others.

Coca-Cola didn’t just sell a product; it created an emotional moment—a shared experience that felt deeply human. Why? Because it tapped into our innate desire for belonging, trust, and self-expression.

Dove: The Brand That Cares Like a Friend

Then there’s Dove. Their “Real Beauty” campaign wasn’t just about soap; it was about empathy and support. By showcasing real women of all shapes, sizes, and backgrounds, Dove behaved like a trusted friend who sees us for who we truly are.

Here’s the psychology behind it:

Magician Archetype: Dove transformed how people see themselves, encouraging self-confidence and empowerment. It felt like that friend who helps us see our best selves.
Caregiver Archetype: Dove offered warmth, reassurance, and inclusivity. It felt safe, nurturing, and compassionate—like a friend who’s always there for us.

Using the OCEAN Model, Dove’s messaging aligned with two key traits:

Openness: People who value creativity and challenge societal norms were drawn to Dove’s fresh perspective on beauty.
Agreeableness: Those who prioritize kindness and inclusivity felt seen and cared for by Dove’s nurturing tone.

But here’s where it gets even more interesting: the OCEAN Model reveals that audiences aren’t just one-dimensional. People are complex, and a carefully analysed, nuanced approach often uncovers multiple personas within the same audience. For Dove, this meant discovering not only their most valuable audience—women seeking self-acceptance—but also different blends of traits, such as those who crave bold societal change or those who value gentle reassurance.

This is the power of this approach: it doesn’t just give you a single audience profile; it gives you a rich, multi-layered understanding of the people you’re connecting with. And that’s how you create campaigns that resonate on a truly human level.

For many, Dove became more than a brand—it was part of their identity, a source of emotional support, and a reminder that beauty is diverse and personal.

The MEIA Quiz: Revealing the Human Connection

So, how do you figure out how your brand can connect with customers on a human level? That’s where the MEIA Quiz comes in. This quiz explores the relationship between your brand and your customers by combining two powerful frameworks: the OCEAN Model and Brand Archetypes.

Here’s how it works:

It asks a series of questions to understand your brand’s personality and how it’s perceived.
It connects your brand to its core archetypes (e.g., Magician, Caregiver, etc.).
It reveals the customer profile that’s most likely to connect with your brand, based on the psychological traits in the OCEAN Model.

For example:

A brand with a Magician archetype might appeal to people high in openness, who love creativity and transformation.
A brand with a Caregiver archetype might resonate with people high in agreeableness, who value kindness and support.

The MEIA Quiz helps brands understand not just who their audience is, but why they connect emotionally—and how to deepen that connection.

Why This Matters for Your Brand?

Understanding how your brand connects with customers on a human level isn’t just a nice-to-have—it’s a strategic advantage. Here’s why adopting this mindset transforms the way you see your brand, your audience, and even your competition:

Competitive Analysis in a New Light

What’s Happening Now: You might think you’re competing with every brand in your industry—but that’s not always the case. For example, Coca-Cola and a luxury sparkling water brand might both be in the beverage industry, but they’re targeting different audiences with different emotional needs.

The Shift: When you start seeing your brand through the lens of psychology, you realize competition isn’t just about products—it’s about emotional connections. This mindset helps you identify who your real competitors are: the brands vying for the same emotional space. It’s not about who sells what; it’s about who connects with whom.

Unique Positioning Strategy That Stands Out

What’s Happening Now: Without understanding your audience’s psychology, you might be positioning your brand in a way that’s too broad or generic.

The Shift: When you see your brand’s personality and your audience’s traits through the OCEAN Model and Brand Archetypes, you can pinpoint what makes your brand unique. For example, Dove realized their audience wasn’t just looking for beauty products—they were seeking self-acceptance and empowerment. This shift allowed Dove to stand out in a crowded market by embodying the Magician and Caregiver archetypes.

Communication and Marketing Strategy That Connects

What’s Happening Now: Many brands use a one-size-fits-all approach to messaging, which often falls flat because different audiences have different emotional triggers.

The Shift: When you understand your audience’s personality traits, you can craft messages that resonate on a deeper level. Coca-Cola didn’t just sell soda with their “Share a Coke” campaign—they tapped into openness, agreeableness, and extraversion to create a movement around connection and individuality. The shift from selling products to fostering emotional experiences transforms your entire marketing strategy.

Fine-Tuning Over Time with Data-Driven Insights

What’s Happening Now: You might have data from your website, social media, or in-store interactions—but without context, it’s hard to know what it all means.

The Shift: When you see your audience through a psychological lens, you gain the emotional context behind your data. Suddenly, you’re not just tracking clicks or conversions—you’re understanding why certain campaigns resonate, why certain customers stay loyal, and why others don’t. This mindset allows you to continuously optimize your strategy based on insights grounded in psychology, not guesswork.

The Takeaway

At the end of the day, brands aren’t just logos or products—they’re relationships. When you start seeing your brand and your audience through the lens of psychology, everything changes. You’re no longer just selling a product—you’re fostering emotional connections that go beyond transactions.

This shift in mindset transforms how you analyze competition, position your brand, communicate with your audience, and fine-tune your strategy over time. The MEIA Quiz is simply the tool that helps you uncover these insights—but the real power lies in the way it changes how you see your brand and your customers.

So, are you ready to shift your mindset and transform the way you connect with your audience? Take the Quiz today and start seeing your brand in a whole new light.