What’s your Brand’s Character?
If your brand was a person instead of an idea, what would it look like? What would it sound like, act like? How would you describe your brand’s persona in just a few words?
It’s a lot easier to relate to another person than big business. Identifying your brand’s character can help you understand who your audience is and how to communicate what is important to you. Brands come in a lot of personas. It can be easy to over-expand your reach and try to fit into a multitude of characters. That’s why it is so important to keep it simple. A well-defined, simple brand character has established brand guidelines, stands apart from the competition, and is easily recognizable through its interactions, colors, content and more.
The chart below, found via AdWeek, establishes the major brand characters or archetypes.
Rogue Creative Development identifies as a Creator. While we find aspects of our brand’s personality in other characters, the Creator fully defines our brand. Why? At the center of the chart, four main goals connect the personalities. Ultimately, we help others tell their stories by “providing structure.” Where does your brand fall?