Brand Personality: Freedom
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 Freedom:
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Your brand is all about supporting freedom and authenticity for your clients/customers.
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You are an idealist, explorer, or educator.
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Your company is here to provide a product or service that is needed for reliability, understanding, or adventure.
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.
Demeter, the Innocent

Demeter, the Greek Olympian goddess of agriculture, abundance, plants, and seasons.
She is the cultivator of happiness, optimism, simplicity, trust, and hope. Demeter radiates optimism and idealism.
Brand Messages:
Free to be you and me.
The glass is half full.
Brand Voice:
Clear, honest, idealistic, optimistic, hopeful, safe, happy, wholesome, sincere
Brand Vibe:
Simplistic, soft imagery, elements from nature, texture, natural light, food and drink, flowers, muted colors especially white, yellow, green
Core Desires:
To be safe and happy.
To do things right.
Friendship, happiness, simple joys, companionship.
Examples:
Dove, Dawn, Coca-Cola, Disney
Artemis, the Seeker

Artemis, the Greek Olympian goddess of wild animals, the moon, nature, and healing.
She is the voyager of independence, expression, authenticity, and curiosity. She invites self-expression and discovery while stoking ambition.
Brand Messages:
Take the road less traveled.
Brand Voice:
Authentic, independent, curious.
Brand Vibe:
Bringing the natural world in, images of wild animals, arrows, moon, travel
Core Desires:
The freedom to find out who you are through exploring the world.
To experience a better, more authentic, more fulfilling life.
Examples:
Patagonia, REI, Jeep, GoPro
Athena, the Sage

Athena, the Greek Olympian goddess of wisdom, protection, guidance, heroism, and handicraft.
She is the expert in education, information, exclusivity, and self-reflection. She is a wise, perpetual student.
Brand Messages:
The truth will set you free.
Everything is a learning experience.
Brand Voice:
Educational, informative, exclusive, reflective
Brand Vibe:
Muted color palettes especially blues and greens, books, journals
Core Desires:
To use intelligence and analysis to understand the world
Examples:
NY Times, Oprah, CNN, TED, Google
