Just like a person, your brand has a unique personality, and how people connect with your brand has a big impact on whether they want to do business with you. Your brand’s personality is your secret weapon, but only some know how to use it. So, what can you do to use the full power of your brand’s personality?
BRAND ARCHETYPES ARE AN IMPORTANT PART OF UNDERSTANDING YOUR BRAND PERSONALITY
People are built for connection. We tend to make things personal, including brands. We give them meaning and form relationships with them based on how they interact with us and the world, what they stand for, and how they make us feel.
The way people connect to your brand and whatever meaning they come up with about your brand is due to your brand’s personality. These personalities are also known as archetypes.
There are 12 main archetypes that are a great way for businesses to manage the meaning that people come up with in regard to your brand.
THE SAME WAY PEOPLE ARE COMPLICATED BEINGS, MOST BRANDS ARE A MIX OF FEW DIFFERENT ARCHETYPES THAT MAKES THEM UNIQUE AND MEMORABLE.
Brand Archetypes tend to reflect your own values and personality traits as well as the aspirations and hopes of your target audience. In the long run, they’ll show you how to build trust, make connections, and even influence.
So now, you know what it is. But why should you care?
Whether you realize it or not, human beings are constantly making assumptions about things. Meaning your audience is making assumptions about your brand and business.
That means you’re already presenting your brand’s personality in some way - the way you talk, the way you write, the colors you picked, even with the logo designed for your business.
But wouldn’t it be better to know what kind of message all these things actually send? Or wouldn’t it be better to create that message before you send it?
A COUPLE OF QUICK FACTS:
YOU CAN HAVE MORE THAN ONE ARCHETYPE
YOUR ARCHETYPE DOESN'T DEFINE OR LIMIT YOU.
It does help you understand yourself and the people who are attracted to you and your brand.
Don't think about it too hard or too fast, though.
Figuring out the right archetype (or a mix of archetypes - because every brand is a mix) for your brand takes a strategic approach.
The first thing you can do.....Click the image below to take my Brand Personality Quiz!