A guide to building your brand personality

How can you make your brand stand out?

To make a lasting impression and build an emotional connection with your audience, your brand needs a personality.
Without personality, your brand will just be like everyone else: Competing on price, benefits and features, and easily forgotten.

By creating a brand personality with values and emotions that your customers can relate to, you’re bringing a character to life that people want to be friends with and consequently stay loyal to. You’re building a deep emotional connection, and that’s what brings in those repeat sales in the long run. (Frank Body does a great job at that.)

People don’t want information; they want to be taken on a journey.

How to build your brand personality

If you imagined your brand to be a person, how would it speak? What would it care about? How would it make other people feel?

The goal is to develop a brand personality with values and desires that your audience can relate to.
To make things easier, we like using Carl Jung’s archetype model as a guide.

If you want your audience to know who you are as a brand, your brand needs to first know who it is.

Before you start however, it’s important to be clear on why you started your business and what you are trying to achieve.
If you’re unsure about how you want your customers to feel and what to say to emotionally engage with them, we recommend to first check out this workbook to get your brand message right and determine your ideal audience.

Once you know who your audience is and how you’d like them to feel (about you and when they shop with you), select the archetype that fits best and develop a personality around that. Trust us, with the right foundations, it’s much easier than you might think!

Brands that know where they’re going, inspire people to follow.

The 12 archetypes

Carl Jung’s archetype model captures 12 different personalities in total, all with specific needs, desires and emotions.

You can think of archetypes as movie genres for example: Each genre appeals to a different audience. Whilst some people prefer the lovey-dovey feeling of romcoms, others would rather experience the thrill and adrenaline rush of action movies.
It’s a neat way to help you position your brand and decide how you want to be perceived.

The 12 Jungian archetypes are divided into four categories of core desires that motivate humans to do the things they do. These are:

All 12 archetypes are motivated by one of these categories.
In the next four articles, we’ll look at each category and its respective archetypes in more detail. Get Started.

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