If you want to create a brand that does the same, we\u2019ll cover two scientific approaches and a beginner-friendly guide to get you there.<\/p>\n
- \n
- What is a brand personality?<\/a><\/li>\n
- The elements of a brand personality<\/a><\/li>\n
- The 12 brand archetypes with examples<\/a><\/li>\n
- How to develop your brand personality<\/a><\/li>\n<\/ul>\n
Let’s jump in!<\/p>\n
What is a brand personality?<\/h2>\n
A brand personality is a set of human traits that define a brand. Things like values, hobbies, humour, candor, and sincerity. These traits are handpicked to build an emotional connection to a specific target audience with similar traits.<\/p>\n
This personality will be the foundation of your brand identity<\/a> and brand marketing<\/a>.<\/p>\n
Why a brand personality is important<\/h3>\n
Building a brand personality can help your business:<\/p>\n
<\/p>\n- \n
- Resonate with the right target audience<\/li>\n
- Create an emotional connection and foster brand loyalty<\/li>\n
- Differentiate your brand<\/li>\n
- Increase brand equity<\/li>\n<\/ul>\n
<\/div>\n
Many businesses overlook building a brand personality, resulting in mediocre and lifeless branding. These businesses are easily flushed out by competitors who established an emotional connection with their audience from the beginning.<\/p>\n
Below are two expert approaches to creating a brand personality that resonates with your audience. Use these as the foundation for your brand!<\/p>\n
The elements of brand personality<\/h2>\n
The most popular way to build a brand personality is by using the Aakers five-dimensional model<\/a>. This model divides brands into primary traits of sincerity, excitement, competence, sophistication, and ruggedness.<\/p>\n
![\"The](\"https:\/\/cdn.logojoy.com\/wp-content\/uploads\/20210812092456\/The-5-elements-of-a-brand-personality.jpg\")
<\/p>\nBrands focus on one or two major personality dimensions while balancing and complementing the others.<\/p>\n
1. Sincerity<\/h3>\n
Sincere brands like Disney or Patagonia have wholesome, honest, and down-to-earth personalities. You\u2019ll notice these traits in their actions and marketing.<\/p>\n
![\"patagonia](\"https:\/\/cdn.logojoy.com\/wp-content\/uploads\/20210806145858\/patagonia-ads-600x480.jpg\")
<\/p>\nPatagonia\u2019s \u201cCommon Thread\u201d initiative encourages people to reduce clothing waste by shopping consciously. The ad above urges customers to not buy their products for the sake of reducing unnecessary consumption.<\/p>\n
It might seem counterintuitive for a business – but this approach is aligned with their sincere brand personality and purpose. As a result, Patagonia built its brand loyalty and resonated with outdoorsy people that want to be more environmentally sustainable.<\/p>\n
2. Excitement<\/h3>\n
Some brands have daring, exciting, and imaginative personalities. Nike, for example, has positioned its brand to inspire movement, growth, and excitement in athletics.<\/p>\n
![\"Serena_Williams_Nike_Ad\"](\"https:\/\/cdn.logojoy.com\/wp-content\/uploads\/20210806140053\/Serena_Williams_Nike_Ad_1000x1000-600x338.jpeg\")
<\/p>\nIt uses celebrity athletes and inspirational messaging to urge people to live a life of possibility. Nike\u2019s famous slogan \u201cjust do it.\u201d is both simple and daring. It appeals to people who strive for consistent progress.<\/p>\n
Other top brands like Redbull built brand excitement by urging ordinary people to do spontaneous things. The brand resonates with individuals that live or want to live high-octane, daring lives.<\/p>\n
3. Competence<\/h3>\n
Brands built around a competent personality pride themselves on being intelligent and reliable. They tend to be hard-working and value high-quality work and success.<\/p>\n
Google, for example, searches billions of web pages in seconds to give you the top 10 websites that answer your question. That\u2019s both reliable and intelligent.<\/p>\n
Alternatively, Volvo is a great example of a competent vehicle brand. It\u2019s built a reputation as one of the safest vehicles<\/a> out there and resonates with people who value reliability and safety.<\/p>\n
![\"volvo](\"https:\/\/cdn.logojoy.com\/wp-content\/uploads\/20210806140109\/volvo-ad-600x425.jpeg\")
<\/p>\nOther competent-style brand personalities are in banks and software industries that have a more serious demeanor.<\/p>\n
4. Sophistication<\/h3>\n
Sophisticated brands have charming and glamorous personalities that highlight luxurious living. Brands like Rolex, Mercedes, or Chanel are all sophisticated brands with high-quality products created by respected designers.<\/p>\n
![\"rolex](\"https:\/\/cdn.logojoy.com\/wp-content\/uploads\/20210806140101\/rolex-change-the-world-461x600.jpeg\")
<\/p>\nTheir unique craftsmanship and astronomical product price<\/a> make them that much more desirable<\/a> to people who strive for a life of luxury and glamour.<\/p>\n
5. Ruggedness<\/h3>\n
Rugged brands have an outdoorsy, unconventional, and tough appeal. Jeep is an example of a rugged brand and is the poster child for offroad adventures. The ruggedness brand personality appeals to people who crave adventure and the path less traveled.<\/p>\n
![\"jeep](\"https:\/\/cdn.logojoy.com\/wp-content\/uploads\/20210806140126\/Image-result-for-jeep-advertisement-445x600.jpeg\")
<\/p>\nTip: If your brand falls into more than one dimension, choose a primary and a secondary dimension. <\/div>\nFor example, Patagonia is primarily seen as sincere, followed by rugged due to its sturdy outdoor products. Apple embodies brand competence with intelligent and reliable products, yet highlights excitement from its innovative creativity.<\/p>\n
The 12 brand archetypes with examples<\/h2>\n
The key to nailing your brand personality is to specify your target market archetype and directly align it to your brand archetype. This way, you can resonate with your intended audience and position your brand intentionally.<\/p>\n
The 12 brand archetypes are rooted in psychology, and each one is a categorization of basic (and primitive) human desire. <\/div>\nAny brand you feel an emotional connection to was intentionally aligned to attract people with similar desires. Below are the 12 brand archetypes:<\/p>\n
![\"the](\"https:\/\/cdn.logojoy.com\/wp-content\/uploads\/20210812092710\/Screen-Shot-2021-08-11-at-12.14.53-PM-600x598.jpg\")
<\/p>\nAt the center of the circle, there are four different motivations with three archetypes connected to each. Let\u2019s deconstruct the brand archetype wheel with some examples.<\/p>\n
Order motivated<\/h3>\n
These archetypes are motivated by stability and control.<\/p>\n
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- \n\t\t\t\t
![\"apple](\"https:\/\/cdn.logojoy.com\/wp-content\/uploads\/20210806141615\/apple-logo-150x150.jpeg\")
\n\t\t\t<\/dt><\/dl> - \n\t\t\t\t
![\"WWF-Logo\"](\"https:\/\/cdn.logojoy.com\/wp-content\/uploads\/20210806141603\/WWF-Logo-150x150.jpeg\")
\n\t\t\t<\/dt><\/dl> - \n\t\t\t\t
![\"rolex](\"https:\/\/cdn.logojoy.com\/wp-content\/uploads\/20210806141541\/rolex-logo-150x150.jpeg\")
\n\t\t\t<\/dt><\/dl>
\n\t\t<\/div>\n\nRuler:<\/strong> Articulate, commanding, dominant, confident
\nBrand examples: Rolex, Mercedes-Benz, IBM, Microsoft<\/p>\nCaregiver:<\/strong> Compassionate, empathetic, warm, selfless
\nBrand examples: Toms, WWF, Johnsons Baby<\/p>\nCreator:<\/strong> Inspiring, daring, creative, original
\nBrand examples: Apple, Adobe, Lego<\/p>\nFreedom motivated<\/h3>\n
These archetypes are motivated by independence and fulfillment.<\/p>\n
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\n\t\t\t<\/dt><\/dl>
\n\t\t<\/div>\n\nInnocent:<\/strong> Positive, optimistic, honest, and pure.
\nBrand examples: Dove, Aveeno, Whole Foods<\/p>\nSage:<\/strong> Truth, wisdom, and intelligence
\nBrand examples: Audi, Google, BBC,<\/p>\nExplorer:<\/strong> Independence, freedom, bravery
\nBrand examples: The North Face, Jeep, Patagonia<\/p>\nSocial motivated<\/h3>\n
These archetypes are motivated by belonging and enjoyment.<\/p>\n
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\n\t\t\t<\/dt><\/dl>
\n\t\t<\/div>\n\nLover:<\/strong> Intimacy, sensuality, empathy, affection
\nBrand examples: Chanel, Victoria\u2019s Secret, Alfa Romeo, Cadbury<\/p>\nJester:<\/strong> Funny, fun-loving, playful, optimistic
\nBrand examples: Old Spice, M&M\u2019s, Ben & Jerry\u2019s<\/p>\nCitizen:<\/strong> Down to earth, simple, sincere, hard-working
\nBrand examples: Ikea, Walmart, Target<\/p>\nEgo motivated<\/h3>\n
These archetypes are motivated by risk and mastery.<\/p>\n
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\n\t\t<\/div>\n\nRebel\/Outlaw:<\/strong> Leadership, disruption, anarchy, bravery
\nBrand examples: Harley Davidson, Diesel, Virgin<\/p>\nMagician:<\/strong> Visionary, innovative, mystical, charismatic
\nBrand examples: Disney, Coca-cola, Mastercard<\/p>\nHero:<\/strong> Honest, brave, strong, competent
\nBrand examples: Nike, FedEx, Gatorade<\/p>\nHow to develop your brand personality<\/h2>\n
Now that we\u2019ve covered the different personalities brands can take on, it\u2019s time for you to develop your brand\u2019s personality. Here\u2019s how you do it.<\/p>\n
1. Define your target audience personality<\/h3>\n
![\"target](\"https:\/\/cdn.logojoy.com\/wp-content\/uploads\/20210806142030\/Screen-Shot-2021-08-05-at-7.38.01-AM-600x364.jpg\")
Source:https:\/\/creativemarket.com\/slidesmash\/5331498-Buyer-Persona-Slides<\/p><\/div>\n
Your target audience is a specific group of people that are most likely to be interested in your business.<\/p>\n
Most business owners don’t realize that defining your target audience is an ongoing process. Refine your target audience consistently, and gather intel as you learn what gets a reaction and what doesn\u2019t.<\/p>\n
If you\u2019re starting from scratch, conduct surveys<\/a> to gather information on who you\u2019re targeting.\u00a0Use free surveying tools like SurveyMonkey<\/a> or Google Forms<\/a> to easily create and send your survey. Here are a few questions to get you started:<\/p>\n
<\/p>\n- \n
- What\u2019s your demographic?<\/li>\n
- What are their hobbies?<\/li>\n
- Which social media platforms do they use?<\/li>\n
- What are they passionate about?<\/li>\n
- What challenges do they face?<\/li>\n
- What is the best way to reach them?<\/li>\n
- What drives them to purchase?<\/li>\n
- What stops them from buying?<\/li>\n<\/ul>\n
<\/div>\n
You can also share your survey on social channels and forums to gain insight. Once you have a solid understanding of your target audience, think of how you can resonate with their interests and ease their challenges with your product or service.<\/p>\n
2. List your brand personality traits<\/h2>\n
How would you describe your brand? What kind of personality does it have? How do you want to make people feel?<\/p>\n
Write five personality traits that embody your brand and purpose.\u00a0<\/strong><\/p>\n
These words will be the beacon that guides you to a solid personality. Here\u2019s a list of traits to get you started:<\/p>\n
![\"brand](\"https:\/\/cdn.logojoy.com\/wp-content\/uploads\/20220527162356\/brand-personality-traits-600x400.jpg\")
<\/p>\n3. Study your competition<\/h2>\n
Understanding your competitors gives you insight on how to differentiate your brand<\/strong> from every angle.<\/p>\n
Start by listing your competitors and pinpointing their brand personality dimensions and archetype. Look through their online reviews<\/strong> and make notes of what customers love and what they\u2019re unsatisfied with. Customer reviews are the hidden gem of your research!<\/p>\n
![\"good-customer-service-reviews-example\"](\"https:\/\/cdn.logojoy.com\/wp-content\/uploads\/20210806143618\/good-customer-service-reviews-example-600x311.png\")
Source: https:\/\/groovehq.com\/blog\/good-customer-service-reviews-examples<\/p><\/div>\n
Now you\u2019ll know what your target market needs, and what competitor weaknesses to capitalize on. Based on your findings, you can tailor your brand personality to cover the gaps and needs your competitors aren\u2019t meeting. You might even discover a whole new niche!<\/p>\n
4. Build an aligned brand identity<\/h2>\n
![\"brand](\"https:\/\/cdn.logojoy.com\/wp-content\/uploads\/20210806144333\/Screen-Shot-2021-08-05-at-7.33.43-AM-600x311.jpg\")
<\/p>\nWith your target market and traits in mind, align your brand personality to one of the five brand dimensions and archetypes outlined above. You can even take this handy archetypes quiz<\/a>!<\/p>\n
With a solid understanding of how you want your brand to come across, it\u2019s time to make your visual brand reflect that. Start by creating the following elements:<\/p>\n
- \n
- Business name <\/a><\/li>\n
- Logo<\/a><\/li>\n
- Slogan<\/a><\/li>\n
- Fonts<\/a><\/li>\n<\/ul>\n
Make sure to use the right font pair<\/a> and create a logo that\u2019s a materialization of your brand personality. Here are some business names and logo examples for inspiration!<\/p>\n
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\n\t\t\t<\/dt><\/dl>
\n\t\t<\/div>\n\nMade with Looka<\/a><\/p>\n
\n\nCreate your logo now!\u00a0<\/h2>\n
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- Logo<\/a><\/li>\n
- Business name <\/a><\/li>\n
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- The elements of a brand personality<\/a><\/li>\n