Brand Identity and Personality

Who is your brand?

No, not “what” but who? If your brand were a person, what would they look like? Sound like? Act like? What is your brand’s mission in life?

When defining your brand’s personality, a lot of those questions come to mind. That’s why we use Swiss psychoanalyst Carl Jung’s archetypes to better understand just how to picture brands.

His original ideas evolved into the 12 brand archetypes, divided into four goals, that marketers use. While archetypes may be in the same category, they are still unique. Each communicates in its own way, its own brand voice. Similarly, they specify their brand goals with a more distinct focus.

Goal: Build Connections

Everyperson

Brand Focus: belonging

Brand Voice: supportive, altruistic, fair

Jester

Brand Focus: enjoyment

Brand Voice: playful, original, humorous

Lover

Brand Focus: intimacy

Brand Voice: warm, sensual, soothing

Goal: Impact the World

Hero

Brand Focus: mastery

Brand Voice: strong, brave, self-sacrificing

Magician

Brand Focus: power

Brand Voice: clever, charismatic, intuitive

Outlaw

Brand Focus: liberation

Brand Voice: risk-taking, brave, leading

Goal: Create a Paradise

Innocent

Brand Focus: safety

Brand Voice: amazed, pure, trusting

Sage

Brand Focus: wisdom

Brand Voice: intelligent, truth seeking, understanding

Explorer

Brand Focus: freedom

Brand Voice: independent, brave, non-conforming

Goal: Provide Structure

Caregiver

Brand Focus: service

Brand Voice: compassionate, patient, altruistic

Ruler

Brand Focus: control

Brand Voice: powerful, confident, aristocratic

Creator

Brand Focus: innovation

Brand Voice: imaginative, individualistic, non-conforming

So, once you understand your brand personality, what else is important? That everyone on your team is on the same page about your brand’s personality! That’s why we encourage all key members of your business to take a brand personality quiz and understand the variations in answers.