By: Sammy Harrison
As human beings, we all crave personal connection. In fact, we’re wired for it. Because of this, we tend to personify things, making them more human and, therefore, easier to relate to and understand. Which is why we tend to humanize brands by giving them personalities, whether we’re aware of it or not. As consumers, we subconsciously give brands meaning and form relationships with them based on how they interact with us and how they make us feel. Just like with humans, our feelings about other brands are largely based on their personality.
This is useful to know from a marketing standpoint so you can leverage your brand personality to create a meaningful connection with your audience. Knowing your brand personality allows you to be grounded and consistent in your communication; it establishes the brand right look, feel, and voice while creating content, cultivating that meaningful consumer connection we all want and crave. Ultimately, your brand personality gives you an identity and establishes you in the mind of the consumer.
There are 12 master brand personalities established in the world of marketing. These brand personalities can be classified as archetypes. Archetypes were a theory introduced by the Swiss psychiatrist Carl Jung, who believed that archetypes were model personalities; inborn tendencies that play a role in influencing human behavior. These archetypes come from the collective unconscious, meaning they are primal and instinctive. They are unlearned and function to organize how we experience certain things.
So what is your brand’s personality? Do you identify with any the 12 master archetypes below?
1. THE INNOCENT
Goal: To be happy
Traits: Strives to be good, is pure, young, optimistic, simple, moral, romantic, loyal
Drawback: Could be naïve or boring
Marketing niche: Companies with strong values, seen as trustworthy, reliable and honest, associated with morality, good virtues, simplicity, can be nostalgic
Example: Dove soap, Coca-Cola, Cottonelle bathroom tissue
2. THE REGULAR GUY OR GAL
Goal: To belong, or connect with others
Traits: Down to earth, supportive, faithful, folksy, person next door, connects with others
Drawback: Could lack a distinctive identity and blend in too much
Marketing niche: Common touch, solid virtues, gives a sense of belonging
Example: Home Depot, eBay
3. THE HERO
Goal: Help to improve the world
Traits: Courageous, bold, honorable, strong, confident, inspirational
Drawback: Could be arrogant or aloof
Marketing niche: Make a positive mark on the world, solve major problems or enable/inspire others to do so
Example: Nike, BMW, Duracell
4. THE OUTLAW
Goal: Break the rules and fight authority
Traits: Rebellious, iconoclastic, wild, paving the way for change
Drawback: Could take it too far and be seen in a negative way
Marketing niche: Agent of change, advocate for the disenfranchised, allow people to vent or break with conventions
Example: Harley-Davidson, Virgin (Richard Branson)
5. THE EXPLORER
Goal: Finds fulfillment through discovery and new experiences
Traits: Restless, adventurous, ambitious, individualistic, independent, pioneering
Drawback: Might not fit into the mainstream
Marketing niche: Exciting, risk-taking, authentic
Example: Indiana Jones, Jeep, Red Bull
6. THE CREATOR
Goal: Create something with meaning and enduring value
Traits: Creative, imaginative, artistic, inventive, entrepreneur, non-conformist
Drawback: Could be perfectionistic or impractical
Marketing niche: Visionary, help customers express or create, and foster their imagination
Example: Lego, Crayola
7. THE RULER
Goal: Control, create order from chaos
Traits: Leader, responsible, organized, role model, administrator
Drawback: Could lack a common connection, or be too authoritative or controlling
Marketing niche: Help people become more organized, restore order, create more stability and security in a chaotic world
Example: Microsoft, Barclays, Mercedes-Benz
8. THE MAGICIAN
Goal: Make dreams come true, create something special
Traits: Visionary, charismatic, imaginative, idealistic, spiritual
Drawback: Could take risks that lead to bad outcomes
Marketing niche: Help people transform their world, inspire change, expand consciousness
Example: Disney, Wizard of Oz, Apple
9. THE LOVER
Goal: Create intimacy, inspire love
Traits: Passionate, sensual, intimate, romantic, warm, committed, idealistic
Drawback: Could be too selfless or not grounded enough
Marketing niche: Help people feel appreciated, belong, connect, enjoy intimacy, build relationships
Example: Victoria’s Secret, Godiva Chocolate, Marie Claire
10. THE CAREGIVER
Goal: To care for and protect others
Traits: Caring, maternal, nurturing, selfless, generous, compassionate
Drawback: Being taken advantage of, taken for granted, or exploited
Marketing niche: Help people care for themselves, serve the public through health care, education or aid programs
Example: Mother Theresa, Campbell’s Soup, Johnson & Johnson, Heinz
11. THE JESTER
Goal: To bring joy to the world
Traits: Fun, sense of humor, light-hearted, mischievous, irreverent
Drawback: Could be seen as frivolous or disrespectful
Marketing niche: Help people have a good time or enjoy what they are doing, allow people to be more impulsive and spontaneous
Example: Motley Fool, Ben & Jerry’s, IKEA
12. THE SAGE
Goal: To help the world gain wisdom and insight
Traits: Knowledgeable, trusted source of information, wisdom and intelligence, thoughtful, analytical, mentor, guru, advisor
Drawback: Could be overly contemplative or too opinionated
Marketing niche: Help people to better understand the world, provide practical information and analysis
Example: BBC, PBS, Google, Philips
Content Source: thehartford.com. / Photo source: The Perfect Blend