Successful brands often adopt personalities to make them seem more personable to their target audience.
Although it's ridiculous to state that customers see brands as people, companies can become more relatable and encourage customers to see them as less of a cold corporate entity and more of a welcoming brand they'd be open to spending their money with.
Brands with personality improve the chances of customers becoming emotionally invested in their company and what they do.
The different types of brand personailities
There are 12 different brand personalities commonly used in the world of branding.
Each have a certain goal and message they want to portray in order to position themselves effectively in their customers mind.
To create intimate relationships with audiences by providing premium, elevated experiences — based strongly on intimate connection, passion and sensation.
To discover and experience new, exciting adventures with the objective of achieving maximum self-fulfillment.
To forever absorb immense knowledge and teach others on the journey as a mentor, nurturing them to also become wise.
To bring joy and entertainment to the world through fun and light-hearted laughter.
To exude intense success and power (as a leader) that attracts a cult following.
To understand and transform the universe through innovation, making special dreams come true for everybody — on a personal level.
To care for, protect and help others.
To spread optimism, freedom, happiness, simplicity and purity.
To befriend and be accepted by everybody. Most importantly — to be relatable.
Radically improve the world or concepts, in a way that is awe-inspiring.
To create value — innovating and inspiring through unique vision, artistic expression and individuality.
How to decide which brand personality is perfect for your brand
The process of choosing which brand personality is right for your brand is a simple one.
The best way I suggest business owners do this is to imagine their brand/company as a person.
Who are they? How do they behave? What do they look like? What do they wear? How do they engage with they world?
These questions should get you on the right track and ignite the process of thinking about your brand as a living breathing person... because your brand is a living breathing thing.
So as weird as it sounds, look at your business and your brand as a person is the simpliest way to find out which brand personality suits your brand best.
If you feel like you need some additional help, please feel free to get in touch with us and we'll be happy to give you some advice or guidance.