How do brands know what personality is right for them?

How do brands know what personality is right for them?

We’ve already known that there are 12 archetypes representing who brands are. But we don’t know what step by step to define the right archetype with a full set of personalities, tone of voice, mission. This article will unleash the easiest way you can choose the most appropriate archetype for your brand.

What is brand personality?

Brand personality or a set of human characteristics is a part of brand equity, go along with brand image, consistently appear on brand’s communication and advertising activities. As such, a brand personality is something to which the consumer can relate. And building a strong brand archetype has a pivotal role in imprinting brand image in the consumer’s mind.

How to define brand archetype?

Defining your brand personality is a great way to build a strong bond between brand and their target consumers. However, it’s not easy to define which archetype is appropriate and has the ability to go along with brands in the long term. It’s cost a little bit of time and concentration on analyzing both two aspects: audience and brand.

Define your audience’s personalities in 3-5 adjectives

The first step to build a brand archetype starts with deeply understanding target audience expectations not only with products or services but also their desires in life. The deeper you know about your target customer, the more accurate your brand archetype design is. In the customer segmentation process, beside basic information about demography, the information you have to focus on is your audience’s psychology, lifestyle, desire and motivation.

You can follow the question below when analyzing your target audience

  • Who is your target audience? You can focus on demographic information that includes age, gender, income, living area, lifestyle
  • What are their core desires? The core desires are divided into 12 elements that match with each brand archetype. They are:
    • Control
    • Power
    • Safety
    • Understanding
    • Freedom
    • Innovation
    • Belonging
    • Service
    • Intimacy
    • Mastery
    • Liberation
    • Enjoyment
  • What are their psychological behaviors? What are their characteristics? What are the ways they act with problems in life?

Knowing which is the hidden motivation of your target customer will help you build up an appropriate brand archetype that has the capacity to talk and leverage that motivation.

Identify the role of your brand

After defining what your target customer values the most, the next step will be defining your brand role and how your brand can represent the customer’s value. By discussing how your products/service affect customer life not only functionally but also emotionally will help you define your brand role.

For example, the brand role of Gray’s cookies is the helping hand that allows people to control their cravings and maintain their weight.

Visualize personalities with a mood board

If you see words are not enough to help you to have a clear view of which is your brand archetype, visualizing images can help you strengthen your statement. The pictures of moodboard to use are diverse, ranging from pictures describing personality to pictures describing action. Are you the athlete that alway tries your best and never gives up? A market leader who always tries to set the rule? Or a person who is scared to live inside the box and always tries to explore more? The more pictures you visualize, the closer you get to your brand archetype.


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