Is Your Brand a Little Quirky?

Brands are like people. They have strengths, weaknesses, histories, and even quirky things that make them unique.

And like people, brands do not always share their unusual sides. Sharing makes us feel vulnerable and less confident. It is not a place most brands or people naturally want to go.

But the truth is, it is our quirky stories and odd characteristics that are most memorable and most human.

Embracing what is different

Let me illustrate with my own personal story. My last name is Lillicrap. When people first meet me, they think, hmm, that is unfortunate. Or is that for real? Yep, it is real and pronounced just like it is spelled. Now I could avoid pointing it out as a relevant detail. After all, it is just a name and we have all moved on from middle school. But I have found that if I embrace it as a weird and odd thing about me, it actually works in my favor. I point it out early when meeting new clients and use it as an ice breaker.

I explain to people that with a last name like Lillicrap you immediately know two things about me. First, I clearly married for love. And second, I can never take myself too seriously. It is a dumb joke, and I have used it too often. But that is because it works. People laugh and they never forget my name.

The things that make you different are often the things people remember most.

Why being real works

Showing our authentic side, our faults, our humor, our fears, and the true nature of who we are and what makes us unique, makes us more human and more likable. Sharing vulnerabilities builds trust. When people see you are a vulnerable human just like them, they trust you more, they like you more, and they want to work with you more.

Back in 1966, psychologist Elliot Aronson introduced what is known as the Pratfall Effect, the idea that small mistakes can actually make people more likable. In a study he conducted, candidates struck a balance between competence and warmth, so they seemed credible but also human.

Decades later, this idea still shows up everywhere, from social media to brand storytelling, where audiences consistently respond to authenticity over perfection.

What this looks like today

Today, we see this play out in brands that fully lean into what makes them different. Take Liquid Death, a company that sells water. But instead of positioning itself as pure and serene like most bottled water brands, it built its identity around heavy metal aesthetics, irreverent humor, and over the top messaging. It is loud. It is weird. And it works.

Or consider Oatly, which embraces an intentionally awkward, self-aware tone across its packaging and advertising. Their messaging often feels imperfect, handwritten, even a little strange. But that is exactly the point. It feels human. It feels real. And it stands out in a sea of polished sameness.

These brands do not hide their quirks. They amplify them. And in doing so, they create memorability, loyalty, and connection.

Build trust by showing the real you

Brands benefit in the same way when they are honest and real. If your brand has a quirky side, a strange history, or an unconventional way of doing things, embrace it and share it. Acknowledge that this peculiar thing about the brand is indeed peculiar. Give it context so you can own the story, while you show your confidence by bravely putting it out there. It is an effective way to make your brand more real.

In a world of curated feeds and polished messaging, audiences are increasingly drawn to brands that feel honest, self-aware, and a little unpolished.

Allowing the world to see your true brand, the good and the odd, builds empathy and trust, two things every brand wants to create with key audiences.

Not sure what makes your brand a little different? Start by defining its essence.