Brand Personality: Connection
Brand personalities - or brand archetypes - are the shortcuts to how we connect and build relationships with our leads, prospects, clients, and customers.
Your company's brand personality is a key piece in the roadmap for all of your business decisions including how you speak to prospects, what to say in your newsletters, how to decorate your office, and how you lead a presentation.
As a business owner, it's likely that your business personality and your own personality have some overlap. However, while you are a dynamic and complex individual, your company should follow the 70/30 rule, meaning your vibe and voice are about 70% primary personality and 30% secondary personality.
If your brand is based on Connection:
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Your brand is all about providing connection and belonging for your clients/customers.
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You are magnetic, silly, or relatable.
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Your company is here to offer a product or service that is needed to generate community, intimacy, passion, playfulness, or honesty.
Read through this guide to discover more about the three primary structure brand personalities and see which one most resonates with you and your company.
Aphrodite, the Lover

Aphrodite, the Greek Olympian goddess of love, beauty, seduction, and passion.
She is the muse of connection, aesthetic, indulgences, and emotion. She is a magnet of love and gratitude.
Brand Messages:
You're the only one for me.
Brand Voice:
Adjective-rich language, emotion, put-together
Brand Vibe:
Aesthetically-pleasing, soft and lavish, textures, glam, flowers
Core Desires:
Build loving and committed relationships.
Being in relationship with people, work, and surroundings.
Examples:
L'Oreal, Hallmart, Haagen-Dazs, Godiva, Dior
Hermes, the Entertainer

Hermes, the Greek Olympian god of messages, boundaries, and travelers.
He is the jokester of creativity, silliness, relatability, cleverness, and humor. He is a constant reminder to live life to the fullest.
Brand Messages:
Life life to the fullest.
Brand Voice:
Creative, informal, unconventional, silly, relatable, clever
Brand Vibe:
Travel-inspired decorations, sophisticated but casual
Core Desires:
To live in the moment with full enjoyment.
To have a great time and lighten up the world.
Examples:
Old Spice, Skittles, The Onion, Reductress, M&Ms
Odysseus, the Neighbor

Odysseus, the mortal who shone among the gods and goddesses of mythology.
He is a figure of wholesomeness, helpfulness, transparency, and comfort. He's all about connecting with others.
Brand Messages:
We're better together.
Brand Voice:
Informal, wholesome, helpful, transparent, comfortable.
Brand Vibe:
Casual, welcoming, community-focused
Core Desires:
To connect with others.
To belong and create belonging.
Examples:
IKEA, Wrangler, Budweiser, Patagonia, AirBnB
