We are all aware of the Myers-Briggs Type Indicator that successfully categorizes people into 16 different personality types based on their psychological preferences. But did you know that brands can be categorized into personalities too?
There are 12 brand archetypes classified according to the emotion they resonate with its audience.
1. The Innocent
Focused on the idea of simplicity and spreading joy.
Brand Voice: Positive | Kind vibes | Nostalgia
What customer feels: Safe, beautiful and easy going
Examples: Coca-Cola, McDonald’s, Dove
2. The Sage
Focused on the idea of inculcating a sense of curiosity and knowledge.
Brand Voice: Factual messages | Aims to educate
What customer feels: Considers the brand a teacher, turns to brand to satisfy his/her curiosity
Examples: Forbes, Google, National Geographic
3. The Explorer
Recognizes the boundaries but doesn’t let them get in the way of their growth.
Brand Voice: Motivation | Encouragement to step out of one’s comfort zone
What customer feels: Motivated to achieve their goals, admire the brand for its courage
Examples: Red Bull, Nasa, Jeep
4. The Rebel
Creates something bold and unique for its audience, often inspires a cult-following.
Brand Voice: Honest | Raw | Loud | Fearless | Sometimes controversial
What customer feels: Thrilled, excited
Examples: Netflix, Diesel, Urban Outfitters
5. The Magician
Creates something new and exciting for its audience.
Brand Voice: Promotes faith | Transformation | Uniqueness
What customer feels: Fascinated, wants to come back for more
Examples: Tesla, Apple, Bulgari
6. The Hero
Seeks to overcome injustice, spreads awareness on social issues.
Brand Voice: Challenging | Provocative
What customer feels: Brave, strong, feeling of pride
Examples: Nike, Adidas, Gatorade
7. The Lover
Creates something mysterious and intriguing, focused on making its audience feel great inside-out.
Brand Voice: Passionate | Caring | Warm | Sometimes even sensual
What customer feels: Deeper connection with the brand, feels wanted
Examples: Victoria’s Secret, Chanel, Magnum
8. The Jester
Creates something playful and fun.
Brand Voice: Light | Playful | Relatable | Uses jokes
What customer feels: Amused, attracted to their fun loving attitude
Examples: Old Spice, M&Ms, Asian Paints
9. The Everyman/Citizen
Creates an environment of belonging and community.
Brand Voice: Friendly | Honest | Humble
What customer feels: Instant connection, family-like
Examples: Levi’s, Budweiser, eBay
10. The Caregiver
Focuses on creating only the very best for its audience.
Brand Voice: Gentle | Welcoming | Trust-worthy
What customer feels: Loved, nurtured, knows the brand will take care of them
Examples: Johnson & Johnson, Huggies, Maggi
11. The Ruler
Establishes a superior status, targets a very specific niche audience.
Brand Voice: Strong | Authoritative | Confident
What customer feels: High end feel, sparks the desire to be successful
Examples: Rolex, Rolls Royce, Louis Vuitton
12. The Creator
Flexible to fit everyone’s needs, open minded
Brand Voice: Creative | Metaphoric | Symbolic
What customer feels: Amazed, inspired
Examples: Pinterest, YouTube, Crayola
These brand personalities are what initiate consumer appeal which later turns into consumer loyalty.
What personality would your brand have?
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