DOES YOUR BRAND HAVE PERSONALITY?

“Each brand has its own essence that makes it unique and special, or that is the idea to succeed to have an audience in relation to your brand.”

A company will always have a personality, either by its own creation or because an audience created it. Certainly, it is much better for the company itself to create its personality to be consistent with its values and / or principles.

Companies have to be in that aspect like a human, who manages to have empathy with his audience, and for this it must also study the market where it moves. That is the main idea, that the brand manages to create emotions in individuals who feel identified.

That is a great form of interaction, so that in the end the company can rely on its customers and promote or give them what they want. It is clear, the company has to adapt to its public, but it has to keep in mind that its personality must be unique among the competition, that it differs between other brands. If the company is given a good personality, a good positioning can be achieved and that more than one relates the product and / or service to the brand.

The brand to create its personality must have precise elements that relate the brand with feelings or thoughts. In several articles they mention different types of personalities. According to Carl Gustav Jung, 12 archetypes are known, which are the basis of study for brand personality:

1. The innocent: This brand wants to show familiarity, kindness, trust.

2. The common man: This brand wants a simple solution to common needs.

3. The explorer: It is the brand that has a sense of adventure, of risk.

4. The wise: It is a brand that has the latest news in innovation, which transmits wisdom and technology.

5. The hero: It is a brand that show victories and always has to be the winner.

6. The outlaw: It is a brand that differs from the rest, which wants to leave the established.

7. The magician: It is a company that manages to convey confidence and charisma.

8. The lover: It is a company that wants to convey sensuality and attraction.

9. The Jester: It's a funny and entertaining company.

10. The caregiver: It is a protective company that transmits paternalism.

11. The creator: They are companies that create unique and innovative things, they want to help realize exceptional things.

12. The ruler: Finally, the ruler is a company that wants to convey exclusivity and desire to have power. These personalities are only the basis for creating a unique personality that is reliable and that manages to reach an audience that feels part of the brand.