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Discover Your Brand

Brand archetypes are a conversation starter for discovering your brand's authentic essence. To receive a free brand audit including your archetype overview, schedule your free brand audit by sending us an email!

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:

  • Your brand is all about providing connection and belonging for your clients/customers.

  • You are magnetic, silly, or relatable.

  • 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

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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

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The Brand Wheel

Keep exploring brand archetypes:

Structure Brands

Freedom Brands

Legacy Brands

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