Once upon a time, a whimsical thought struck me in the bustling world of brands. What if major brands were like people with unique personalities, quirks, and charms? Picture it: the Coca-Cola brand throwing a festive summer barbecue or Apple giving a riveting TED talk on innovation. Sounds intriguing. So let’s embark on a captivating journey to explore the magical realm of brand personality!
“Mirror, mirror, on the wall, who’s the fairest brand?” As the enchanting tale of Snow White teaches us, personality is a powerful force. But what exactly is brand personality? To answer this question, let’s turn to the wisdom of the excellent brand marketing sage, Jennifer Aaker, who defined brand personality as “the set of human characteristics associated with a brand.”
In other words, brand personality is the magnetic charisma that makes your business relatable, memorable, and downright irresistible to your target audience. It’s the secret sauce that transforms customers into loyal brand advocates, singing your praises from the mountaintops (or, you know, on social media).
So, how do you go about crafting a compelling brand personality? The answer lies in the mystical realm of archetypes. As the brilliant Swiss psychologist Carl Jung once said, “The archetype is a tendency to form such representations of a motif – representations that can vary a great deal in detail without losing their basic pattern.”
In the context of brand personality, these archetypes represent universally recognizable personality traits that evoke strong emotional responses. You can infuse your brand with irresistible allure by tapping into these archetypal energies.
Without further ado, let me introduce you to the fabulous five brand personality archetypes:
Now, you may wonder, “Which archetype should I choose for my brand?” Fear not, my curious companion! I have concocted a magical quiz to help you uncover your brand’s true archetype.
Answer the following questions with a simple “yes” or “no”:
Now, tally up your “yes” answers and consult the enchanted key below to reveal your brand personality archetype:
Of course, the real world is more black-and-white than a simple quiz. Your brand may embody a unique blend of archetypal energies or evolve and shift over time. The key is to stay true to your core values and let your brand personality shine through in all aspects of your business.
Now that you’ve identified your brand’s personality archetype, how do you bring it to life? The answer lies in the enchanting power of storytelling. As the great Maya Angelou once said, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
To harness the power of storytelling, consider the following elements:
You may wonder, “Is all this talk of brand personality and storytelling just a fanciful flight of fancy?” Let’s turn to the cold, hard facts to answer this question.
According to a study by the Harvard Business Review, brands with solid personalities are 2.5 times more likely to enjoy customer loyalty than their less charismatic counterparts. Moreover, a study by Bain & Company found that emotional connection with customer is 52% more valuable than merely satisfied customers.
These statistics reveal the magical truth: brand personality is a potent potion that can cast a spell over your customers, transforming them into loyal brand advocates.
A: Absolutely! While some brands may align strongly with a single archetype, others may embody a unique blend of archetypal energies. The key is to stay true to your core values and let your brand personality shine through in all aspects of your business.
A: Consider all touchpoints where your customers interact with your brand, from your website and social media to packaging and in-store experiences. Use language, visuals, and storytelling that reflects your brand’s personality, and design emotion-driven customer experiences that align with your archetype.
A: Brand’s personality is crucial for differentiating your business in a crowded marketplace, building emotional connection with your customers, and fostering long-term loyalty. Brands with solid personalities enjoy higher customer retention rates, increased word-of-mouth referrals, and tremendous overall success.
A: Yes, just like people, brands can evolve and grow. However, it’s essential to maintain a consistent core identity that reflects your business’s values and mission. When changing your brand personality, ensure they align with your overarching brand strategy and resonate with your target audience.
As our enchanting journey through the realm of brand personality ends, it’s time to take the wisdom you’ve gained and weave it into the fabric of your business. Remember, brand personalities are the magical charisma that sets you apart from the competition, captivates your customers, and sparks lasting emotional connection.
So, whether your brand is an Innocent, an Explorer, a Sage, a Hero, or a Jester, embrace your unique brand’s personality traits and let them shine through in all aspects of your business. In doing so, you’ll create a brand that stands the test of time – and perhaps even becomes the stuff of legends.
And now, as I bid you farewell and wish you the best of luck on your own brand personality journey, remember the wise words of Dr. Seuss: “Today you are You, that is truer than true. There is no one alive who is Youer than You.” So go forth, and let your brand’s one-of-a-kind personality shine bright!
Up until working with Casey, we had only had poor to mediocre experiences outsourcing work to agencies. Casey & the team at CJ&CO are the exception to the rule.
Communication was beyond great, his understanding of our vision was phenomenal, and instead of needing babysitting like the other agencies we worked with, he was not only completely dependable but also gave us sound suggestions on how to get better results, at the risk of us not needing him for the initial job we requested (absolute gem).
This has truly been the first time we worked with someone outside of our business that quickly grasped our vision, and that I could completely forget about and would still deliver above expectations.
I honestly can’t wait to work in many more projects together!
Disclaimer
*The information this blog provides is for general informational purposes only and is not intended as financial or professional advice. The information may not reflect current developments and may be changed or updated without notice. Any opinions expressed on this blog are the author’s own and do not necessarily reflect the views of the author’s employer or any other organization. You should not act or rely on any information contained in this blog without first seeking the advice of a professional. No representation or warranty, express or implied, is made as to the accuracy or completeness of the information contained in this blog. The author and affiliated parties assume no liability for any errors or omissions.
