Main Character Energy: Building Brands That Feel Like People

Why Main Character Energy Matters

The phrase might have started as a TikTok trend, but “main character energy” taps into something deeper: we connect with characters, not companies.

Today’s consumers, especially Gen Z, don’t want to be sold to by transactional, faceless brands. They want brands that feel like people.The kind of brand you’d send to the group chat.

It’s why we see Duolingo cosplaying as a feral bird, and RyanAir spending a lot of time in their comment section.

The Psychology of Personified Brands

There’s a reason this works. As humans, we assign human traits to non-human things. It’s why we name our cars or talk to our plants. It’s also why we build emotional connections with brands that behave more like people than polished corporations.

A study by Edelman actually showed that 73% say their trust increases when a brand “authentically reflects today’s culture”, while only 27% say trust grows when a brand sticks strictly to product focus. So when your social media manager is pushing for a certain TOV on TikTok, there’s a reason why.

What Main Character Brands Look Like in 2025

Main character brands aren’t perfect or heavily product focused – they’re personality-driven. They’ve got quirks, opinions, emotional arcs. They use social not as a billboard, but as a space to perform, banter, joke, and connect.

Here are a few that get it:

Duolingo – chaotic, funny, unhinged in the best way. They’ve turned an app into a full-blown character.
Ryanair on Twitter – sarcastic, brutally honest, and wildly entertaining.

They don’t just post content. They show up with consistency and character and they make people feel something.

How to Build a Brand With Personality (That Isn’t Cringe)

So, how do you bring main character energy to your brand without forcing a personality that feels off?

Here’s how:

Pick your archetype – Who does your audience need to be? Are you a big-sister energy skincare brand or a feral festival friend drinks brand?
Write like a person – Drop the brand jargon. Speak in memes, emotions, and everyday language.
Be emotionally fluent – What does your brand make people feel? Confident? Nostalgic? Energised?
Show up consistently – Your tone should stay recognisable across platforms, creators, and formats.
Embrace creators + community – Use creators as extensions of your brand’s personality. Let them bring it to life in real time.

The Bottom Line: Relatable Brands Drive Results

Main character energy isn’t just about vibes, it drives real business impact.

Relatable, personality-led brands are more likely to:

Be remembered
Earn repeat customers
Spark organic content
Get talked about (and defended) online
Build loyal communities who co-create and advocate

In fact, 74% of Gen Z say they’re more likely to support brands that “feel like people” — not polished corporations. (Source: GWI, 2025)

Community isn’t built around products. It’s built around personality, values and narrative.

Is Your Brand Ready to Be the Main Character?

Main character energy isn’t about dominating the feed. It’s about showing up with a POV, a tone, and a story worth following.

So, ask yourself:

If your brand walked into a party, who would they be?
If they had a close friend, what would they say about them?
If they made a mistake, how would they apologise?

Because in a world where everyone’s selling something, the brands that stand out are the ones that feel like someone.

If you want help refining your main character brand strategy, get in touch with NewGen.