Business is about transactions

Branding is about connection

Debbie O'Connor

Brand Personalities subconsciously connects your brand to your consumer.

They might not know why – but we do.

This is the mastermind of mind games and with a little help, you can build a brand that is engaging and resonates so strongly, that your customers can’t help but fall in love!

Award-winning Creative Director and international branding expert Debbie O’Connor was born and raised in Apartheid South Africa.

Originally from a small bush town called White River, which is nestled on the border of the Kruger National Park, Debbie, like most other South African kids grew up without McDonalds, Nike or Pepsi around. This was because sanctions had been placed on the country due to the Apartheid laws. But how is it that a young girl from the African bush knew about these brands even though they could not be bought, not found on any of the shelves, never advertised on TV, radio or billboards – yet she still knew about them? Read on and we will tell all…

Having studied units of Industrial Psychology while completing her degree, Debbie became very interested in human behaviour in the marketplace. As a graphic designer by profession, this led to Debbie specialising in brand strategy and development. She became more fixated on why people ‘bought into’ certain brands and not others. Why does Apple have a far more loyal client base than IBM, yet their products are more expensive?

brand personality free license carl jung

Carl Jung and his 12 Personality Archetypes

When Debbie came across the philosophies of psychologist Carl Jung and his 12 Personality Archetypes, so much about branding with personality made sense. From that moment on, Debbie was determined to build a branding studio that would create brands with personality. This was the beginning of a long road of development and testing until she had it just right!

Debbie realised that this fascination for brands started back in her hometown of White River when she knew about McDonald’s even though she had never seen a McDonald’s advert, walked into a McDonald’s store or even eaten a McDonald’s burger. The truth was that the reputation of this takeaway giant preceded it, and friends who had travelled overseas would return with amazing stories that seemed too incredible to be true.

Meet the 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.