Everyone loves the Bush’s Baked Beans dog (Duke, if you’re on a first-name basis). You may or may not be able to tell the difference between Bush’s beans and the competition in a taste test, but the chances are pretty good that if you know a bean brand, it’s Bush’s, and it’s probably the dog commercials that did it.

Giving a brand a human—or canine—face bridges the gap between consumer and business. It’s just easier for people to connect with and relate to a brand when it has a personality rather than just a list of features and benefits. I dug into a few brands that have made personification a priority to see how it works, and show the benefits that putting a face to the brand can provide.