Channelling Brand Emotion

Imagine having a clear vision on what marketing strategies to use? And not only that but your target audience instantly being drawn to you and your branding.

Firstly, what’s branding?

Well branding is more than your logo, it’s your business’s personality, defining how your business lives and breathes. To create powerful branding, you need to create a strong brand personality. Your brand personality will then mirror an emotion, not only an emotion behind your WHY but the emotion you want your target audience to feel when they see your brand. When successfully communicated, emotion acts as an action driver. Just think, when you relate to something on a deeper level are you are more encouraged to buy? More often than not, you are.

How do you define your brand personality?

A common approach to understanding more about brand personalities is looking into brand archetypes. Archetypes are a concept created by a psychologist called Carl Jung. In marketing a brand archetype defines the personality of a brand. Understanding your brand archetype will help you anchor your brand against an emotion relatable to your target audience.

To help you recognise your brand personality and unlock the power behind your branding lets review the 12 archetypes:

Innocent

An innocent brand just wants you to be happy, their marketing is none persuasive and may bring up a childhood memory. Dove is a powerful innocent brand, all their messages revolve around embracing your natural beauty, telling you it’s ok to be you and be happy.

Hero

A typical hero brand strives to save the day, challenging you to becoming a more powerful version of yourself. Nike is a great example of a hero brand with their motivational slogan ‘just do it’.

Sage

Sage brands are the experts, they love to research and share what they know. To a sage, brand wisdom is fundamental. Google have to be the prime example of a successful sage brand, their main and possibly only focus is to answer any question you have. Whats the first thing you do when researching….”Google it”.

Explorer

Explorers are an ambitious brand, they want you to explore far and wide and experience new things. These brands are very freedom focused. A strong example of an explorer brand is Red Bull, their slogan ‘Red Bull gives you wings’ expresses the feeling of freedom.

Outlaw

Outlaw brands like to mix things up and break the rules, breaking the industry’s norm in the process. These brands appeal to your rebel side. Paypal represent a strong outlaw brand, they have changed the way we spend our money with no numbers, no codes, no signatures.

Magician

A magician brand fulfils their vision on making your dreams come true, no matter the cost and how big. Look at Walt Disney, not only do they create magical media but have magical worlds offering extraordinary experiences.

Lover

Lover brands offer you pleasure, wanting you to treasure the moments. Whether you’re buying a gift for a loved one or indulging in a guilty pleasure. Think of the Lindt Chocolatead, how it seduces you into craving a moment of bliss.

Jester

Their biggest aim is to make you smile, cheering up the world with silly, light hearted fun. Your typical jester brand doesn’t take life too seriously, they just want you to enjoy it. M&M are exceptional at showing off their jester personality, think back to the last M&M advert you saw…did it make you smile?

Everyman

An everyman brand pleases anyone and everyone, they keep things broad and simple and don’t shout about a specific benefit. IKEA, is an everyman brand, they have styles to suit anyone’s lifestyle, making them a go to brand for everyone. This is even mirrored in their slogan, ‘the wonderful everyday’.

Creator

Creator brands are dreamers, wanting to build a better world by giving you the tools to bring your imagination to life. Whenever I think of a creator brand I think of Lego, they have transformed the simplicity of blocks into endless opportunities.

Ruler

Rulers are the leaders within their industry. They’re the best of the best, offering high quality and luxury. They set the bar high for competition, think how deluxe Rolex and Mercedesare.

Caregiver

Caregiver brands are compassionate and want to nurture and build trust. They want to be known to help and protect. Think about how Johnsons & Johnsons advertise with the slogan ‘no more tears’.

Now we have briefly touched on the 12 archetypes, can you decide which applies to your business?

What to do next?

Once you have decided which personality is true to your business’s WHY, it’s time to align it to your branding. Your branding will give you a clear vision on every marketing decision you ever make. Everything within your branding should revolve around your brand personality, from your colours in your logo to an advert you might publish on TV.

You will also have a consistent message and emotion for your audience to connect with on a deeper level, encouraging them to buy. It’s this consistency that plays a huge part in turning them consumers into life long loyal customers. Stay tuned to learn more about brand consistency, and the impact it has on your business.

Tip: Have a little research into colour psychology. Get the ball rolling and see if our existing colours reflect your brand personality.

Let me help

It can be difficult to pin point your brand’s personality. Try sending this article to 5 people and ask them where they think you fit, for better feedback ask your existing ideal customers. If you’d prefer further support in identifying your true archetype, contact me to see how I can help.