Build your brand with personality using brand archetypes!

Since humans could communicate, we have been telling stories.

Stories that capture our attention, evoke emotion and connect us. Whether they are stories told around a campfire, passed down from father to son, fairytales or found in the Bible, stories are a big part of what makes us human.

When we look closer at these stories, there are certain characters that keep popping up. Whether it’s an innocent maiden, a knight in shining armour, a wise old man or a magical fairy, somehow we understand their personalities and identify with them.

Our job as brand specialists is to create this same connection between customers and your business. This is our task, and we are pleased to say that we are up for the challenge. This is why we developed Brand Personalities. It is a powerful word association system developed by Debbie O, brand strategist, to help build strong and powerful brands.

So, what’s your Brand Personality?

12 Brand Personality Archetypes

Based on the concepts of 12 Personality Archetypes by Swiss psychologist Carl Jung, we believe that in modern society these 12 Archetypes can be effectively utilised in branding a business, and give them attributes that can enhance or cement their message. These personalities are based on different motivations for the observer.

Brand Personalities are incredibly useful when strategically developing and creating brands that have meaning.

These personalities help brands connect with individuals and target audiences. To start this process, we need to identify the primary Brand Archetype or Brand Personality. This is the inherent Brand Personality that people relate to when they look at a brand to assess if it is attractive to them.

To learn how to use the Brand Personality Archetypes and watch your creative business grow, join the Academy waitlist.

How to find your Brand Personality Archetype

To determine what Brand Personality your business or personal brand is, we take you through a word association system. We call it a ‘test’ as when you know the outcome, it really is quite fun and adds an immense amount of clarity to your business.

The process however, is not an easy one. You have to dig deep and think long and hard about what your business is essentially about, not about what you do.

The challenge is to send the correct brand message so that your customers think about the attributes that you want them to.

Debbie O can be contracted to perform individual or team Brand Personality assessments.

If however, you think you can go it alone, give our online Brand Personalities test a try. You get two turns in the system, but if you don’t get a result, you can always contact us to get a definitive answer.

Brand Magic – How to build a brand with personality

In Brand Magic – how to build a brand with personality, Brand Strategist and author, Debbie O’Connor not only looks at the 12 personality archetypes that we all subconsciously already know and understand, but she hones in even deeper into the additional 6 family members in each group.

Each chapter has been designed with the personality attributes in mind, giving the reader an insight into how personality through the use of design, colour and font choice can be obtained.

Taking the concept of the Brand Personality even further, Debbie looks at the 5 senses and how you can create a truly immersive brand experience.

Using smell to enhance your brand experience

Smell is a very emotive sense. Few things can take us back to a specific time and place as a particular scent. It can create a mood from the second you encounter it. Hotels around the world are starting to use ‘brand scent’ as a way to evoke emotions in their customers.

We like to use Michael Edwards Fragrance Wheel as a reference point for our personalities. These are not set in stone but act as a wonderful starting point and guide to create an extra layer of brand experience for the customer.

We have broken the Michael Edwards Fragrance Wheel into quadrants – Earth, Water, Wind and Fire