What's Your Brand's
PURPOSE PERSONA?
There are 12 unique brand personalities. Where does your brand fit in?
A LITTLE BACKSTORY
Did you know that your brand has it's own unique personality, just like you and I do? We see these personas portrayed in movies and literature as archetypes. An archetype is simply defined as a very typical example of a certain person or thing. The concept of archetypes was created by Carl Jung who suggested they were inborn tendencies that play a role in influencing human behavior.
In the branding world, these archetypes are critical in helping personify brands to connect them with their audiences on an emotional level.
The BEST most successful brands understand and identify with ONE archetype, and incorporate the person into their messaging, creating a memorable and long lasting brand.
12 PURPOSE PERSONAS
The Best Friend
Your Purpose:
Bringing community, reliability, trust and comfort to a mass market.
The Caregiver
Your Purpose:
Making people feel safe, fostering trust, generating public support for the socially-minded service they provide
The Creator
Your Purpose:
Inspiring creativity, and innovation. Creating an authentic brand story, fusing technology and artistry.
The Scholar
Your Purpose:
Illuminating the world through knowledge-sharing, earning respect through intellectualism.
The Boss
Your Purpose:
Fostering stability, structure, and power. Creating high-quality products that lead the way.
The Class Clown
Your Purpose:
Helping people see the lighter side of life, spreading creativity through joy.
The Lover Girl
Your Purpose:
Connecting people emotionally, providing sensuous experiences, making people – and life – more special.
The Wanderer
Your Purpose:
To promote the desire for adventure and the freedom of exploring the unknown.
