Why Brand Personality Matters
You know that your brand needs to be more than just a logo or colour palette. These key identity elements need to be accompanied by a branding personality that customers feel they can connect with. An authentic brand voice and strong brand personality build trust, strengthen recognition, and make your messaging feel consistent and authentic. But how do you define that personality?
Fancy a chat about your Brand Personality? Book a call now.
Branding with Archetypes for Personality
One of the most effective ways is branding with archetypes for personality. Archetypes create an emotional framework that makes your brand feel familiar, relatable, and engaging. Whether you want to be seen as the wise mentor, the fearless rebel, or the caring nurturer, your archetype should guide every aspect of your branding, from your visuals to your authentic brand voice.
Authenticity
Why does authenticity matter in branding? Learn how getting authenticity wrong is a common branding mistake.
Let’s get into the 5 (high-level) steps involved.
Step 1: Identify Your Core Brand Values
Before choosing an archetype, you need documented clarity on what your brand stands for. Start by answering these questions:
- What values drive your brand? (e.g., innovation, compassion, freedom)
- What emotions do you want your audience to feel when they interact with your brand?
- How do you want customers to describe your brand?
Your answers will help you see which archetypes naturally align with your business. Choosing the right branding with archetypes for personality ensures that your brand feels intentional, not random.
Step 2: Match Your Values to a Brand Archetype
There are 12 common brand archetypes, each representing a distinct personality type. Let’s take a quick look at 4 of them now:
The Hero
Inspires courage and determination. Amazon provides the world with an A to Z of products and content. Their immediacy with Prime and domination of online to home has had a huge impact on world commerce as we know it today.
The Caregiver
Prioritises compassion and service. Johnson & Johnson gently supports humanity with a wide range of medical products, devices, healthcare and medicine.
The Innocent
This is centred on genuine innocence. Hallmark began as a heart-centred greetings card brand and has developed into all forms of media creation.
The Everyman
Feels relatable and friendly. IKEA has adapted to trends in home decor since the 1940s. Despite this evolution, it has always remained true to empowering anyone to access style and comfort in their homes with autonomy.
Once you identify the best-fit archetype, you can shape your brand identity around it. Your authentic brand voice should also match the characteristics of your chosen archetype.
If you’re not sure which archetype fits your brand? Check out my guide to branding with archetypes for storytelling.
Step 3: Define Your Authentic Brand Voice
Your brand voice is how your brand “speaks” to the world. It should reflect your archetype. This is key in branding with archetypes for personality.
- The Innocent: Optimistic, pure, and trustworthy
- The Ruler: Confident, commanding, and polished
- The Everyman: Approachable, friendly, and down-to-earth
To keep your voice consistent, create and maintain documented brand voice guidelines:
- What words or phrases will you use often?
- What tone do you want to maintain (formal, friendly, bold)?
- What messaging aligns with your archetype’s values?
If your brand archetype is clear, your authentic brand voice will sound natural. It should reflect your values and resonate with your audience.
Learn how to align your brand voice with your messaging for a seamless brand experience.
Step 4: Apply Your Brand Personality Consistently
Once you’ve defined your brand personality, apply it everywhere. Consistency reinforces your brand identity and makes it recognisable.
- Website Copy – Ensure your homepage, About page, and service descriptions reflect your archetype. If you write blogs, ensure the tone and phraseology remain consistent.
- Social Media – Maintain a consistent tone and style in your posts and responses.
- Marketing Materials – Use visuals and messaging that reinforce your archetype’s traits.
- Customer Interactions – Train your team to communicate in a way that aligns with your brand’s personality.
Your authentic brand voice should be present in all these areas. When people engage with your brand, they should immediately recognize its personality.
Need expert help applying your brand personality? Check out Brand Strategy in a Day for a fast, focused, hands-on approach to defining and implementing your unique brand identity.
Step 5: Test and Evolve Your Brand Personality
Branding isn’t static. It should evolve as your business grows. Periodically check:
- Does your messaging still align with your values?
- Are customers responding positively to your brand personality?
- Is your brand voice being used consistently across all platforms?
If something feels off, revisit your branding with archetypes for personality. Your brand might need adjustments to better reflect your goals.
Make small changes if needed. But don’t lose sight of your core brand identity. Keeping your authentic brand voice intact ensures trust and consistency.
Final Thoughts: Your Brand Personality in Action
Defining your brand personality isn’t just a creative exercise. It needs to be a strategy that shapes how customers perceive and connect with you. By using branding with archetypes for personality, you can create a distinct and authentic identity that sets you apart in your industry.
Want help refining your brand personality?
When you book a free 30-minute chat, we can talk about how your brand reflects exactly who you are.
