Who’s Your Brand’s Celebrity Doppelgänger?

Photo Credit: GQ

So, for today’s extremely difficult intellectual homework, who is your (or your brand’s) celebrity doppelgänger?

Yes, it sounds trivial, but stay with me — it’s actually incredibly telling. We’ve talked about this a bit before, but the best brands don’t sound like brands. They sound like people… because people love to buy from, learn from, and work with people. (That’s why all the fast-food chains have sassy Twitter feeds.)

In our branding process, we use several fun exercises to help you delve a little deeper into your brand’s personality and tone of voice — i.e. helping it become more of a person and less of a boring robot — but the celeb doppelgänger challenge is one of the most FUN. It’s pretty simple and it helps you determine how you should be showing up online, what that should look like, and the kind of “role” you want to play in serving your audience.

If your brand was a celebrity (or a fictional character), who would it be?

Is your brand classic and elegant — like Duchess Kate, Audrey Hepburn — or classic and elegant with a modern twist, like Duchess (or is she a former duchess now) Meghan?

Incredibly talented, but also funny, relatable and down-to-earth, like Adele, John Krasinksi, or Jennifer Lawrence?

Bold, confident, and capable of stealing shows that haven’t even started yet, a la Lizzo or Jonathan Van Ness?

An assertive but likable type-a overachiever, a la Reese Witherspoon, Mindy Kaling, Emma Watson/Hermoine Granger or Leslie Knope? (BTW, I’ve been binge-watching Parks & Recreation and HIGHLY recommend that as a life choice right now.)

Artful, introspective, and a bit dreamy, like Saoirse Ronan or her male counterpart, Timothée Chalamet?

A powerhouse of otherworldly we’re-not-worthy talent and glam like Beyoncé? (Once, one of our clients told us we were the Beyoncé of web design and we will never pass up an opportunity to bring that up.) Empire-builder boss chic, like Jessica Alba or, dare we say it, Goop herself?

You’ve got SO many options here and that isn’t even going deep into the FICTIONAL characters list! (All the ambitious Amys from the new Little Women — “I want to be great or nothing!”— please stand up.)

While you’re brainstorming, we’ll go first:

We’ve gone back and forth, but we thiiiiiink we want our TONIC celeb doppelgänger to be Chris Hemsworth. He’s smart, funny, sexy, and definitely cool, but also totally doesn’t take himself too seriously…

(You’re welcome.) Plus, he would totally tell you how great you look in your new website and (when it’s time to dump your old one because he isn’t treating you right). And as a superhero, he clearly shares our penchant to save the world — from boring template website syndrome, in our case. Also, Thor’s hammer would also make a really great cocktail muddler.

Seriously, can’t you almost HEAR him saying, “Excuse me, but your old website’s already jealous?” in that accent? (Mmmhmm. We can. *fans self*)

When it comes to my personal brand if TONIC weren’t in the picture, I’d want to come across like Emma Stone — sarcastic, confident, smart, and assertive, but also kind of a huge dork.

(Her “SERIOUSLY?! IT’S LIKE YOU’RE PHOTOSHOPPED!” moment with Ryan Gosling in Crazy Stupid Love = straight out of the Jen Olmstead “incapable of playing it cool” playbook.)

Jeff’s personal brand is so obvious. You probably already figured it out.

Yep. J.Lo. Especially when he hits the dance floor. His hair toss is truly something to behold.

(Jeff’s actually more of the artsy, introspective type (with taste), a la Karamo “Let’s slip on a great bomber jacket and talk about our feelings” Brown from Queer Eye. He just channels JLo when his jam comes on or the tequila hits… whichever comes first).

When you go through exercises like this, even if they seem silly, your brand becomes a little bit more REAL to you, which in turn makes branding decisions much easier.

Example: What would Duchess Meghan’s brand look like as a website? Like a crisp white button-down, I bet… classic and clean, with tan and black tailored accents — trench coat inspired! — and a mix of editorial serif fonts and sans to make it all feel more modern. How would her brand translate to copy? Smart, thoughtful, strategic, but still warm + personal. Not “Hey girl!” cute, but “Hello, friend.” kind. How would her brand make her customers feel? Like they were in the hands of a total pro who actually cared about their individual needs despite being a total pro…. high-end (the $$$ tailored shirt), but laid back (the ripped jeans + the “I’m just like you!” Rothy’s).

See what I mean? Sometimes it’s hard to define OURSELVES online because we’re so multi-faceted that we’re incapable of seeing ourselves as a BRAND — a slightly less dimensional version of ourselves that can be more easily translated online. It’s a challenge to figure out what parts of yourself you should show online and how that fits with your brand. (Trust us, we’re WAY less cool than TONIC!) Heck, it’s kind of weird having a “brand,” much less being one.

But celebrities are gifted at portraying themselves as “brands” facing outward, and we can learn a lot from the way they build and support those brands online and otherwise.

So, give it some thought and then email us or comment below if you tried this exercise and let us know your celeb doppelgänger (or if you have a better idea for ours than Chris Hemsworth!)

Previous Post:

Next Post:

Ready for More?

Ready for a little TONIC in your inbox? We send occasional, moderately witty emails with exclusive deals, design tips, recent blog favorites, cocktail recipes, and more.

Friends Don't Let Friends Get Boring Emails


Get on the VIP List

So, you need a website. Your current choices are: a ) a boring, big box template that does nothing to showcase your particular brand of awesome, and that you’d need to be some sort of code wizard to change, or b ) plunking down your life savings and your firstborn to hire a designer and a cranky developer, who will spend months and months of precious time cranking out something arguably “custom” you may or may not love in the end.

We’ve redefined the website template. And not only what it can be, but how it can look, what it can do, and what it can do for your brand.


Right? Nope. Enter option c ) Tonic Site Shop. Throw out everything you know about templates: these are cocktail-inspired, completely customizable websites designed for the kind of people that give a damn. Simply select your “cocktail,” download, customize anything −ANYTHING− you want, go live, grab the champagne and wait for the compliments ( and clients ) to roll in. They’re designer-made, and tailored just for you. Your old website is already jealous. 

What's Your Brand Cocktail?


take the quiz! (it only takes 60 seconds)

Find out the secret ingredients in your shaker, and what sets you apart from everyone else on the (top) shelf... Plus, get our specific strategies to ensure your ideal clients pick you off the menu every time.

what's your brand cocktail?

“If you know your website isn't as good as it SHOULD be and you're riding the struggle bus trying to figure out how everyone else seems to have gorgeous websites, buy a TONIC site. It's time you look just as good (if not better) than others in your industry and stand out in a way that's unique to you.”


- Jenna Kutcher

“If I could go back in time, I would purchase a Tonic site much earlier in my career. The high end feel of the template site combined with Jen and Jeff's creative direction and advice, instantly brought my work and brand to the next level. It allowed me to increase my prices and reach my dream client!”


- Annamarie Akins

“The creative geniuses behind Tonic Site Shop are the only people we trusted to help us build our brand, and you can trust their sites to build yours, too. 


 - Amy & Jordan Demos

“To think that something like this exists purely from the heart of helping small businesses fly and have access to this level of branding that was once reserved for only the most established and top of the top of the market…I just think this is going to change everything.”


- Mary Marantz

“If there is ONE thing in your business worth investing in (even more than your camera and lenses) it is your brand. TONIC is the only resource I recommend if you want to get it done right.” 


 - Ben Hartley

“Tonic is the PERFECT resource for anyone needing a quick and simple way to get an incredible, flawlessly designed website.”


- Hope Taylor

“Being able to create a creative, editorial, and professional website with TONIC has taken our brand to higher levels - more inquiries and bookings with our ideal clients! Cheers, indeed!”


 - Luke & Cat Neumeyer

“TONIC revolutionized my business, I never wanted to send people to my site before, then Jeff & Jen re-mixed my online presence, and wow, THEY ARE GOOD. They got to the core of my brand and built a hand-crafted site around it. Wouldn't want to work with anyone else."


- Joel Allegretto

“The idea that someone could take a gallery of their 50 best images, pair it with one of these incredible designs and have a brand and virtual storefront that will start going to WORK for them and allow them to hit the ground running by the weekend is mind-blowing. It’s game-changing.”


- Mary Marantz

“TONIC not only gave me a gorgeous, sleek (easy to use!) design that elevates my brand, but also regularly introduces me to new cocktails I've yet to try. Win, win!”


 - Abby Grace