Brand Personality: Legacy
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 Legacy:
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Your brand is all about creating change for the better and leaving your mark on the world.
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You are a rebel, a visionary, or a warrior.
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Your company is here to offer a product or service that is needed to overthrow flawed systems, make dreams come true, or make it to the finish line.
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.
Prometheus, the Outlaw
Prometheus, the Greek Titan god of fire, civilization, survival, and crafty counsel.
He is the rebel of disruption, challenging the status quo, rebellion, bravery, and spirit. He provokes free-spirited rebellion for the good of all.
Brand Messages:
Rules are made to be broken.
"The way it's always been done" is not acceptable.
Brand Voice:
Badass, audacious, bold, disruptive, rebellious, free-spirited, brave
Brand Vibe:
Edgy, big adventures, bold colors like orange, red, and yellow
Core Desires:
Revolution.
To overturn what isn't working.
To overthrow a flawed system.
Examples:
Harley-Davidson, Vans, MTV, Bitcoin
Circe, the Mage
Circe, the Greek sorceress of potions, herbs, and transformation.
She is the visionary of charisma, magic, flow, curiosity, synchronicity, and discovery. She is sought after for transforming dreams into reality.
Brand Messages:
I make things happen.
Brand Voice:
Charismatic, charming, driven, curious
Brand Vibe:
Witchy, dark colors especially red and black, moody, playful
Core Desires:
To understand the fundamental laws of the universe
To make dreams come true.
To create, change, or transform.
Examples:
Disney, Dyson, MAC Cosmetics, Polaroid
Hercules, the Hero
Hercules, the half-god, half-mortal of strength and heroes.
He is a star of ambition, power, persistence, bravery, competence, and determination. He cheers on brave decisions, courageous acts, and perseverance.
Brand Messages:
Where there's a will, there's a way.
Brand Voice:
Confident, powerful, determined.
Brand Vibe:
Active, success stories, bold colors like orange, yellow, and black
Core Desires:
To prove one's worth through courageous acts.
Examples:
Jordan, Marvel, Gatorade, Nike
