Add some personality
- How to think about your brand’s personality
- How to plot your personality on a spectrum
- How to find your place among the 12 brand archetypes
Think about your best friend what connects you to them.
Are they cheeky and mischievous, or serious and practical.
We tend to be drawn to people who are like us.
The same goes for brands.
Add some personality.
So, I think personality is probably one of the most important things about branding.
It’s the element of the brand that helps people identify with you, it helps them decide whether they like you or whether they don’t like you, whether you’re funny or whether you’re interesting, whether they want to hang out with you and engage with what you’re saying and what you’re selling.
We often talk about personality being the great unsung hero of branding, and the great thing about personality is that it’s free that you can be as different and as interesting as you like.
Think about your brand like it’s a person.
What adjectives would you use to describe it?
Try this, plot where your brand sits on a spectrum between playful and serious, youthful and mature, mass and elite.
Once you’ve warmed up, dive in and explore brand archetypes based on decades of research, by Carl Jung.
These represent our 12 primitive desires and unique personality types.
They were made for humans, but adopted by brands.
Patagonia is an explorer. Nike is a hero. And Canva, you guessed, is a creator.
It’s a crowded world out there. A unique personality will help your brand stand out and be remembered.