Brand Identity and Personality
Who is your brand?
No, not “what” but who? If your brand were a person, what would they look like? Sound like? Act like? What is your brand’s mission in life?
When defining your brand’s personality, a lot of those questions come to mind. That’s why we use Swiss psychoanalyst Carl Jung’s archetypes to better understand just how to picture brands.
His original ideas evolved into the 12 brand archetypes, divided into four goals, that marketers use. While archetypes may be in the same category, they are still unique. Each communicates in its own way, its own brand voice. Similarly, they specify their brand goals with a more distinct focus.
Goal: Build Connections
Everyperson
Brand Focus: belonging
Brand Voice: supportive, altruistic, fair
Jester
Brand Focus: enjoyment
Brand Voice: playful, original, humorous
Lover
Brand Focus: intimacy
Brand Voice: warm, sensual, soothing
Goal: Impact the World
Hero
Brand Focus: mastery
Brand Voice: strong, brave, self-sacrificing
Magician
Brand Focus: power
Brand Voice: clever, charismatic, intuitive
Outlaw
Brand Focus: liberation
Brand Voice: risk-taking, brave, leading
Goal: Create a Paradise
Innocent
Brand Focus: safety
Brand Voice: amazed, pure, trusting
Sage
Brand Focus: wisdom
Brand Voice: intelligent, truth seeking, understanding
Explorer
Brand Focus: freedom
Brand Voice: independent, brave, non-conforming
Goal: Provide Structure
Caregiver
Brand Focus: service
Brand Voice: compassionate, patient, altruistic
Ruler
Brand Focus: control
Brand Voice: powerful, confident, aristocratic
Creator
Brand Focus: innovation
Brand Voice: imaginative, individualistic, non-conforming
So, once you understand your brand personality, what else is important? That everyone on your team is on the same page about your brand’s personality! That’s why we encourage all key members of your business to take a brand personality quiz and understand the variations in answers.