How To Develop A Brand Personality

[The 6-Step Template]

So it’s time to bring your brand to life right? Then you best learn how to develop brand personality for that brand.

If you’re building a brand for yourself or a client, then you’ve kind of got the notion already that you’re going to need to find a way to connect with them.

There are many ways a strategic brand can engage their audience but when it comes to MUST HAVE’s, personality is top of the list.

In this article, I’ll show you what brand personality is, why it’s necessary and how to develop brand personality for your brand.

So it’s time to bring your brand to life right? Then you best learn how to develop brand personality for that brand.

If you’re building a brand for yourself or a client, then you’ve kind of got the notion already that you’re going to need to find a way to connect with them.

There are many ways a strategic brand can engage their audience but when it comes to MUST HAVE’s, personality is top of the list.

In this article, I’ll show you what brand personality is, why it’s necessary and how to develop brand personality for your brand.

Why Brand Personality Is So Effective PT. 1
[The Video Breakdown]

Why Brand Personality Is So Effective PT. 2
[The Video Breakdown]

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What Is Brand Personality?

Well, to put it simply, brand personality is

the collection of characteristics with which your brand is expressed in the market.

The goal of developing and expressing a brand personality is to make your brand more relatable, more likable and ultimately more human.

All brand managers need to deliver messages to their audience to express what the brand is about and give them a reason to choose their brand over their competitors’ brands.

Although “what” messages each brand put out into the market is critical, “how” these messages are put out is becoming increasingly important.

Why Is Brand Personality So Effective?

As people, we’re all different. We like different things, we appreciate different music, we live different lives and we have different goals.

These characteristics are what make us both human and unique.

There is no one person in the world exactly like us because the combination of our characteristics, preferences, fears, desires and behaviours are unique to us.

Not only do we use these characteristics to display our uniqueness, we also read the characteristics of others to make decisions about whether or not we like them.

People with the same or similar characteristics often are attracted to the same things while people with completely different characteristics are often attracted to different things.

We use our understanding of these characteristics to make decisions about who we keep in our lives and who we don’t.

That’s why you and your best friend share so many interests (or rather, your friends’ characteristics are why they’re your best friend).

We find characteristics in almost everything and we make subconscious decisions as to whether to keep them in our lives or not.

Just as we do this with the people in our lives, we also do it with the brands in our lives.

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What Are Brand Archetypes?

Archetypes, coined by well renowned Swiss psychiatrist Carl Jung in the early 20th century, are a framework of 12 personalities, which represent the personification of all human personalities.

We all have core human desires that vary in different levels from one person to the next.

Different personalities and characteristics increase different desires.

The level of our desire and the combined characteristics of another personality will determine whether or not we’re attracted to them.

Though Archetypes have been around for some time, they’ve only been introduced into branding as “brand archetypes” in the last 20 years which has coincided with the demand by consumers for more “human brands”.

Brand archetypes use the archetype framework to first identify the personality of the brand’s audience, and then develop a personality most likely to attract or appeal to that audience.