What is a brand personality? A very simple answer.

And so, What is A brand personality?

Just like any person in the world, brands have personalities as well. In order to be able to develop deeper connections with customers, a brand should have special characteristics and behavior. It should clearly define its goals and implement it by a detailed step by step strategy. It should have a voice, it speaks to people, just like any human being.

What is the function of brand personality?

• Making connections with customers.
• Making customers think about the product positively.
• Making them fall in love with a brand and become a true fan.

How a brand personality is created?

In order to create a personality for a brand, we turn to human beings.
For example let’s have a look at our friends.
To which friend would you like your brand to be similar? The one that is more thoughtful, or the one that enjoys every second of life. In order to provide answers to these questions marketers have turned to Karl Jung’s 12 archetype.

These 12 archetypal personalities gives us a full understanding of how a brand should have personality.
What are the separate traits of personalities? How do they differ from each other?
For example, The Lover is hoping for intimacy while The Sage is longing for wisdom.

How to describe a brand personality?

Brand personality has eye colors, it has its own voice. It has its most common words and it has hair with different colors.

For instance, The Magician has violet hair while The Ordinary guy has black hair. The hero wants to look for challenges in everything, at the same time The Explorer seeks to find independence.

Each of them has its own quotes.

Explorer – Find out your own way.
Lover – Stay with me forever.
Caregiver – Your health is very important for me.

Each of them is unique and different.

Caregiver – the service giver
Ruler – the control seeker
Creator – the innovator

Everyman – the belonger
Jester– the enjoyer
Lover – the intimacy longer

Hero – the master
Magician – the power
Outlow – the rebel

Innocent – the perfectionist
Sage – the wisdom seeker
Explorer – the freedom lover

Every succesful brand has implimented the strategy of 12 brand archetypes. We need to take just 8 steps for complete archetypal branding with the follwoing book.
1. FInd out your brand archetype.
2. Create a logo.
3. Do the packaging.

What is a brand personality examples?

While thinking about the phenomenon of a brand, some famous names we recall are Coca-cola or Nike. Now let us speak about Nike. I have been following their campaigns and their appearance on social media platforms for years.

It’s believed that if we wear Nike sports shoes, then we become more confident. With Nike sport shoes we run faster, we climb higher etc. So, what has Nike provided us? What type of personality is he for us?

Nike is a hero.
He is our Heroic friend, he nurtures in us heroic traits. and helps us to reach the undone and be confident.

Let’s see an example.

This is the photo of David Nadal, one of the most successful Tennis players.
The photo is made black and white, to emphasize Nadal’s inner strength.

What photo shows us is strength, how somebody is able to change the circumstances, and reach his goals and be Number one with 16 major wins with 3 New York Titles.

How determine your brand personality?

Here we have 2 questions to answer.

• Determining personality of an existing brand.
• Determining a personality for a new launching brand.

For an existing brand, we need to question ourselves about the values of the brand. Asking the employees to speak about the goals of the company, what benefits it gives to a customer.

Once I was questioning a company which product was form maker app for Wix. I gave them more than 30 questions about the product, the customers, how they interact with them. In the end, I generalized the ideas and found out that the brand personality was (Magician).

The questions were.

About product
How your products differ from the competitor? What are its benefits?
About brand
How you would like your office to be? More like an official place or a dancing club?
What customer feel when it sees the logo of the app?
About customer.
What does the customer think about your brand?

After giving these questions to 7 employees I took the main idea of all of them. I got to the conclusion that the app belongs to The Magician archetype.

If you want to create a new brand, then turn to your competitors. Look what they are doing and do not copy the same thing. Make it authentic, target one of 12 brand archetypes and stick to it very firmly.

A simple tip.

90 percent of the brand personalities is mainly connected with the founders’ characters. Find out the main characters of the founder, then you will see the real personality of a brand.

How to use a brand personality?

Well, let’s say you already know your brand personality is The Explorer.
Then how to use it? How to give the explorer associations to the customer? Like if somebody sees the brand, he begins exploring, he feels a freedom.

Do it with social media, use images associated with freedom for the explorer.

Put quotes like, be out of the box – for Outlaw.

Use the colors associated with the following brand personality.
Make how to questions for (Sage)
Create quizzes for (Explorer).
Make do-it-yourself challenges for (Creator).

Create campaigns accentuating the personality type.
An outlaw brand like Harley Davidson can push people to do something that is beyond the law like jumping with a parachute or driving without a license, as it is outlaw!!

Every succesful brand has implimented the strategy of 12 brand archetypes. We need to take just 8 steps for complete archetypal branding with the follwoing book.
1. FInd out your brand archetype.
2. Create a logo.
3. Do the packaging.

3 Examples Of Brand Personalities.

LEGO – The Creator.

The fact that Lego has a personality of The Creator is simple to guess from the first glance.
So what does this mean? It means that Lego tries to persuade people to self-creation with do-it-yourself elements.

In their Facebook page I found this picture. A young boy has built Yoda.
The brand is about the passion of self-doing. It gives a boy an opportunity to make a world of his own. And what does the creator personality give to customer?

The creator is a perfectionist. It gives us culture, it gives form to a vision.

NESCAFE – Personality Jester.

I thought about Nescafe and immediately entered their Facebook page.
I scrolled down watching their posts and wondering what is the personality of the coffee brand.
First what I found out is that the personality of Nescafe is this lovely red cup.

And the cup is everywhere. Once he is on the seashore or in a high building.
By connecting some dots, I realized that the Personality is the Lover. As it in the hands of people. It seeks for intimacy. But in reality, after looking through many posts I realized that it is the Jester.
The cup is really funny, we see him in every character.

And this is the proof of my thoughts. Nescafe develops the Jester very unique ways, with gifs and interesting videos.

They always touch the points of jester which are.

• Having a great time and lightening up the world.
• Making jokes and cheering up the world.

RED BULL – Personality Outlaw.

What Red bull wants is to increase your energy. I entered their Twitter page and it was already obvious what I was going to face. We see motorbikes, challengers, people who ride out of roads. People that want more than standard actions.

I exactly knew the personality type and it is the OUTLAW.

And what are the characteristics of The Outlaw?

• It disagrees general standards.
• Seeks to experience power.
• Doesn’t like the community rules.

These values are very acceptable for Red Bull.

And this picture is about a Rock concert where Rock stars like Metallica and Paull Mccartney were on stage. Rock contains the main characteristics of Outlaw.

Let’s break the laws!

If we look deeper in Brand personalities and practise it in reality we can find out very intersting tricks. We can improvise with them, create interesting content.

For example once I realize that my brand is Explorer then I know exactly what message I should give to the customer. (I should always make her/him to wonder, to think, to find out new things, find freedom). Then he/she will have Explorer associations with my brand. My brand would talk to her encourage to find out more. And eventually she/he would be engaged with it.