What is Brand Personality?
Brand personality is the collection of emotional, intellectual, and behavioral patterns unique to a brand and consistent over time. In short, your brand personality is how you would describe your brand if it were a person.
Just like people, brands have recognizable traits that stem from the way they think and feel about the world. The authenticity and consistency of these traits are what separate a strong brand from a weak one.
Brand personality drives decisions in both brand design and messaging. Just as Apple has come to be known as a chic, minimalist creative type, or REI as a bold and adventurous explorer, the best brand personalities are instantly recognizable and deeply relatable.
Why Does Brand Personality Matter?
Brand personality is a critical component of brand positioning and differentiation. An effective brand personality humanizes a brand, giving it depth and nuance, and making it relatable to its target audience.
Brand personality is the part of your brand that your customers identify with and build a relationship with. Because of this, it plays a huge role in driving customer acquisition, fostering brand loyalty, and building brand equity.
Its personality is why Starbucks customers feel so at home in its cafes, and why BMW customers can’t picture themselves driving anything else.
A well-defined and effectively implemented brand personality…
Drives Competitive Differentiation
Brand personality is one of the most important factors in differentiating your brand from the competition. The same product or service can be marketed in distinctly different ways depending on personality.
The key is cultivating a personality that is authentic to your organization, consistent over time, and relatable to your ideal customer.
Boosts Brand Awareness
A distinct brand personality makes your brand experience both recognizable and memorable. These are the key components to brand awareness.
Brand awareness isn’t just about potential new customers becoming aware of your brand through marketing and promotion. It’s also about fostering awareness in existing customers, so it evolves from recognition to preference.
Bolsters Brand Loyalty
No one leverages the power of personality better than Apple. The brand’s devotees see themselves—if, perhaps, idealized versions of themselves—in the sleek, artistic, somewhat nonconventional personality the brand has cultivated over decades of purposeful advertising.
This has resulted in a legion of brand-loyal customers whose identities are at least partially defined by ownership of an Apple product.
Examples of Brand Personality
Dove
Dove’s brand personality is elegant, innocent, and pure. Its encouraging brand voice speaks to customers about beauty and femininity a way that’s more than just skin deep.
Dove is a great example of a personality born from purpose, as it evokes honesty and positivity in its campaigns, championing self-confidence and beauty in all shapes and sizes.
Slack
The Slack brand personality starts with a name that’s hard to believe made it out of committee. The brand has coopted a synonym for laziness to revolutionize workplace communication.
An effortless extension of its name, Slack’s personality is easy and personal, but above all, helpful. Its tone is fun and engaging, like a friendly HR rep introducing you to a new company.
Amazon
A brand that portrays sincerity, as well as competence, is Amazon. People trust the brand with closed eyes. It has gained respect through the services it provides. It changes with the changing industry and the environment.
It believes in trusted policies on return. The brand has a varied range of products.
It provides with anything and everything that a consumer needs. Thus, it has worldwide popularity. The fearless approach of the brand helps in establishing a sturdy network throughout Amazon.
Harley Davidson
The brand portrays a breakthrough from all the societal norms. It focuses on the toughness of the brand.
It defines the brand personality. It is powerful and conveys the message of freedom. It has a bright logo that helps in confining the personality trait of the brand.
IBM
If IBM were a person, they might be wearing glasses and a pocket protector, with a brand personality centered on technical expertise and education.
IBM leverages its decades of experience as an industry leader to offer practical solutions backed by useful, intelligent content that addresses the specific needs of its many audiences.
Red Bull
Edgy and energetic, caffeinated and invigorating, Red Bull’s personality is conveyed by everything from its aspirational messaging to its charging bull logo to the sports and events it sponsors.
You’ll find the brand boldly represented at the world’s most extreme sports, like auto racing, climbing, and skateboarding.
What is a brand archetype?
Today’s brand archetype definition derives from psychologist Carl Gustav Jung’s 1919 outline of 12 personality archetypes. The archetypes range from ‘The Joker’ to ‘The Outlaw,’ and each one symbolizes a human’s basic motivations and come with their own set of values, meanings and personality traits. Jung suggested that although people have multiple personality attributes, one trait is always dominant and leads to subsequent desires and drives.
This model also applies to brands. Businesses can use Jung’s 12 brand archetypes model to find their archetype and create personalities that are appealing to their target audience. They can develop brand characteristics with a human approach that allow them to connect on a more consistent and emotional level.
THE OUTLAW BRAND ARCHETYPE
What is an Outlaw brand archetype? Outlaws are rebels. They reject the norm and don’t adhere to social conventions. They break the rules and disrupt the industry.
What drives them? Liberation
What’s their anthem? Lou Reed – “Walk on the wild side”
Outlaw archetype example: Craft beer company BrewDog launched onto the F&B scene in 2010 with a feisty, punk attitude that immediately caught the attention of beer drinkers (and investors) around the world. They started as a small brewery with an unapologetic brand voice and a “business for punks” ethos. They cut through the market to gain global distribution and earn it the title of the UK’s fastest-growing food and drinks company, with an average annual growth of 167%.
THE MAGICIAN BRAND ARCHETYPE
What is a Magician brand? Magician brands are all about bringing your wildest dreams to life. Their world is rooted in imagination and endless possibilities rather than reality and practicality.
What drives them? Power
What’s their anthem? Aladdin – “A whole new world”
Magician archetype examples: Disney is the poster boy for the Magician brand archetype. With slogans such as “The Happiest Place on Earth” and “Where Dreams Come True,” this media giant uses the power of make-believe to add a touch of magic to any product, experience or service it provides.
Coca-Cola is another example of a Magician brand archetype. For instance, each year their famous “Holidays are coming” ads light up our screens. They portray a world where the drinks brand has an enchanting transformative power to bring positive emotions such as joy and happiness into our homes.
THE HERO BRAND ARCHETYPE
What is a Hero brand? Hero archetype brands are on a mission to make the world a better place through being the best version of themselves. Their world is about challenge, drive, grit and determination. They do not stand still.
What drives them? Skill
What’s their anthem? Kanye West – “Stronger”
Hero archetype example: With the slogan “Just Do It” Nike is the archetypal Hero brand. Bold, risky and ever-striving, it encourages its audience to push themselves to their absolute limits to achieve their personal best. Their 2019 ‘Dream Crazier’ advert is the perfect example of how Nike’s Hero persona shines through in everything from their original slogan to above the line advertising.
THE LOVER BRAND ARCHETYPE
What is a Lover brand? This brand archetype is all about sensuality- beauty, passion and pleasure. They want to win your heart, as well as your mind, engaging in the art of seduction to excite you with moments of indulgence. It would be quite unlikely to find a fintech company in this category.
What drives them? Intimacy
What’s their anthem? Jane Birkin et Serge Gainsbourg – “Je T’aime…Moi Non Plus”
Lover archetype examples: From Victoria’s Secret to Agent Provocateur, the lingerie industry is very rooted in the Lover Brand archetype. Click on Agent Provocateur’s website, for instance, and the first line you’ll read is “Introducing a world of love, fantasy, exploration and exhilaration.” Language is sensual, and the brand’s voice is very centered around a “pillow talk” approach.
Lingerie and Lover Brands are not mutually exclusive, however. New wave underwear brands such as Lemonade Dolls and Beija London are starting to break through to Outlaw status. Additionally, there are fashion labels such as Chanel and Dior who – built on desire – fall under the Lover brand archetype.
THE JESTER BRAND ARCHETYPE
What is a Jester brand? Much like the traditional court jester, Jester Brands aim to entertain you, make you laugh and get you smiling with their mix of cheekiness, humor and silliness. They don’t mind poking fun at someone else (or another brand) if it gets a laugh.
What drives them? Joy
What’s their anthem? Flight of the Conchords – “Business Time”
Jester archetype examples: There’s a whole host of Jester brands out there vying for our laugh out loud moments – M&Ms, Old Spice, Skittles and, of course, Paddy Power. The gambling brand exercises the full force of its Jester personality in all its communications, such as making light of troubling political climates with PR stunts. For example, they put (prosthetic) Presidents Putin and Trump on horseback to launch a novelty betting service promoted (under the amusingly named campaign “Putin your bets.”)
THE EVERYMAN BRAND ARCHETYPE
What is an Everyman brand? It’s about the “average Joe.” They are regular guy archetypes defined by accessibility to all, on account of maintaining the norm and keeping neutral in their outlook and viewpoints. Driven by a need to belong, they want to be liked by all, so they would never dream of being provocative or controversial. What drives them? Belonging
What’s their anthem? Bob Marley – One Love
Everyman archetype example: Amazon is a classic example of an Everyman brand archetype. It ranks first for the most loved and most valuable brand worldwide. The company appeals to anyone, and unlike businesses such as Paddy Power, Amazon actively swerves away from any divisive topic. It’s also eager to please, focusing on values such as speed, convenience, and its number one mission to put the customer first.
THE CAREGIVER BRAND ARCHETYPE
What is a Caregiver brand? Caregiver brand archetypes are typically supportive, encouraging and trustworthy. They’re givers, not takers, and act as nurturers, always demonstrating compassion and empathy.
What drives them? Caretaking
What’s their anthem? The Pretenders – “I’ll stand by you”
Caregiver archetype examples: Unicef is one of the most recognizable Caregiver archetypes. It is a world-leading organization for protecting vulnerable children. Its tagline “For every child in danger” emphasizes a move away from self-gain or profit to their constant focus on the communities and people it serves.
THE RULER BRAND ARCHETYPE
What is a Ruler brand? Often described as a “gatekeeper,” this brand archetype loves power. Everything they do is high-end and luxurious, and they can be described using three Es – elitist, expensive and exclusive.
What drives them? Authority
What’s their anthem? Ariana Grande – “7 rings”
Ruler archetype examples: Mercedes Benz is all about power. The brand is elitist in its market positioning, exuding a sort of luxury only available to those who aspire to be as classy, refined and grand as the brand itself.
THE CREATOR BRAND ARCHETYPE
What is a Creator brand? Creator archetype brands are essentially structured artists. They go a step further than The Magician and use innovation to turn fantasies into realities. They are trendsetters and future-gazers who are constantly striving to create the best product or service in their field.
What drives them? Create
What’s their anthem? Queen – “Don’t stop me now”
Creator archetype examples: Apple has done an incredible job of using its Creator brand personality archetype to form strong connections with a loyal, global audience of innovation-seekers. MacBook or iPhone owners are unlikely to know whether that particular product is the best in the world. However, to buy into Apple’s daring, cutting-edge persona brings the feeling that the brand’s constant experimentation will always fast-track you to the forefront of innovation.
THE INNOCENT BRAND ARCHETYPE
What is an Innocent brand? Innocent brands (much like the Jester) just want you to have fun. They are also playful, charming and optimistic. Unlike Jester brand archetypes, however, they achieve this through “pure” means such as nostalgia or clean humor. There’s no cynicism or mud-slinging for an Innocent brand. They want everyone to be happy.
What drives them? Safety
What’s their anthem? Pharrell Williams – “Happy”
Innocent archetype example: Innocent Smoothies have used this category of brand archetype to help it become of of the most referenced and consistent brands in the world. Innocent Smoothies doesn’t waver from its child-like demeanor. From the backs of their smoothie bottles to website copy, Twitter feed to ad campaigns, they use simplicity and honesty to create a personality as pure as the products it sells.
THE SAGE BRAND ARCHETYPE
What is a Sage brand? A Sage brand is the wise one, always seeking out the truth and is on a constant quest for education. Understanding and guidance are key characteristics of those considered a Sage, and you can count on them to always teach you something new.
What drives them? Knowledge
What’s their anthem? The Undertones – “Smarter than you”
Sage archetype example: The BBC uses its Sage brand archetype to position itself as a trustworthy knowledge provider. Audiences can rely on the BBC to better their understanding of cultural and current world events. Everything from the services they provide to the language they use stems from this drive for better understanding. Their mission statement is an excellent example of their brand archetype. “Our mission is to act in the public interest, serving all audiences through the provision of impartial, high-quality and distinctive output and services which inform, educate and entertain.”
THE EXPLORER BRAND ARCHETYPE
What is an Explorer brand? Explorer archetype brands are fueled by adventure. They want to break free from the familiar and get out into the unknown. These brands are not homemakers; they are out searching for the next challenge.
What drives them? Freedom
What’s their anthem? Daft Punk – ‘Around the World’
Explorer archetype example: The North Face doesn’t make products for people to lounge around the house in. It is distinctly anti-comfort-zone. They have an Explorer persona perfectly crafted for its target audience – ‘the modern-day explorer.’ These are spurred on by the same desire for the freedom to go on any adventure they choose. The Explorer brand is united by a global movement for exploration. It is not about exclusivity but uniting its diverse range of off-the-beaten-track followers.
Creating Your Brand Personality
When trying to figure out where your brand fits into all of this, you basically have to ask yourself: Who would my customers love to hang out with?
From here on out, you should be imagining your brand as a human being. How does it look? What should it sound like when it speaks? These characteristics fuel the emotional and associative qualities of your brand that your customers will connect with.
And, answering these questions will also help inform the type of branding you choose to do later on.
There may be some human characteristics already inherent to your brand, whether they come out through the silly holiday memes you post all over Facebook, or the serious-but-informative newsletter you send out to followers once a month.
However, your brand’s pre-existing traits should contribute to the same emotional message rather than contradict one another. And remember, brand personalities are only effective if they resonate with your target audience.
You should already know who your target audience is, what their pain points are, and how they communicate. With all of this in mind, it’s time to create the personality your audience will fall in love with!
Step 1 : Consider the competition.
As important as it is for your brand personality to reflect your brand message, you also want to stand out next to competitors. If all of your competition exudes sophistication, for example, maybe you’ll want to take a different path and focus on sincerity. This is a good way to uniquely position yourself in the market and differentiate your brand from others.
Step 2: Get adjectives on paper.
Describe your brand in one word – then do it again. And again. And again. Fill up a page with adjectives that paint a picture of your brand, and pick the three descriptions that fit the best with who your brand is.
Step 3: Draw the character.
What kind of person embodies the above adjectives? Draw them.
Whether you’re the next Picasso or have never held a pencil in your life, this exercise is worth a try. Even if you end up with a bunch of thought bubbles scribbled on the page and not much else, you’ll still get an idea of what your brand should “look” like. And later, you’ll find a similar visual feel seeping in to your logo, color combinations, and brand typography choices.
Step 4: Have a conversation with your brand.
Yes, you read that correctly. Now that you’ve discovered which traits define your brand, the best way to determine your brand voice is to speak with it! Ask your brand a question; how would it answer you? Is it:
Witty?
Reassuring?
Informative?
Serious?
Simplistic?
Futuristic?
Relatable?
The list of possibilities is long but worth exploring. Once you figure out what your brand voice is, you’ll be using the linguistic style in everything you do, from the content you create to the way you answer your customers’ FAQs. Your brand voice is one of the key ways you’ll be transmitting your entire brand message to your audience, so take the time to get it right!
Step 5: Be consistent.
As soon as you’ve understood what your unique brand personality is, commit to it.
The way your brand behaves from here on out should be in line with the traits that define it – if you’re funny and down-to-earth, spread humor across your campaigns; if you’re polished and elite, don’t make practical jokes your thing.
Of course, if something isn’t resonating with your audience, then don’t worry about tweaking your personality to be more in line with what they want. (And, if worse comes to worst, you can always rebrand down the line!)
💥 Take Action
Brand Personality
1. What is your brand personality?
- What is your archetype?
- What drives you ? (Desires and Fears)
- What is your brand personality expression?
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Next Step Step 9 ⇒ Core Message