Brand Personality: Structure
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 Structure:
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Your brand is all about creating structure and stability for your clients/customers.
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You are a leader in your industry, an empathetic caregiver, or a creative dreamer.
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Your company is here to provide a product or service that is needed to empower, protect, or create.
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.
Zeus, the Boss
Zeus, the Greek Olympian god of the sky, lightning, and thunder.
He is the master of responsibility, leadership, logistics, confidence, polish, empowerment, order. A true ruler, he inspires others to follow where he leads.
Brand Messages:
Power is everything.
Power makes the world go 'round.
Brand Voice:
Confident, commanding, polished, refined, articulate, empowering
Brand Vibe:
High-end, responsible, classic, proper, structured, clean lines, order, minimalist, quality over quantity
Core Desires:
Power, success, wealth, status
Examples:
Hugo Boss, Rolex, Mercedes-Benz, Apple, Louis Vuitton
Hera, the Caregiver
Hera, the Greek Olympian goddess of women, family, childbirth, and union.
She is the sovereign of empathy, compassion, altruism, caregiving, sentiment and known for her loyal and caring personality.
Brand Messages:
How can we help?
Love your neighbor as yourself.
For the greater good.
Brand Voice:
Empathetic, warm, reassuring, compassionate, parental, caring, sentimental
Brand Vibe:
Community-focused, warm lighting, music, sentimental, strong, service-oriented, structured
Core Desires:
To protect and care for others, service, gratitude, recognition, support
Examples:
Unicef, Toms, Huggies, Subaru, Patagonia, Zappos
Apollo, the Creator
Apollo, the Greek Olympian god of healing, medicine, archery, music, poetry, the Sun, and justice.
He is the champion of expression, creativity, imagination, everlasting value, innovation, and freedom.
Brand Messages:
If you can dream it, you can do it.
See potential everywhere.
Brand Voice:
Inspirational, imaginative, expressive, innovative, creative, provocative
Brand Vibe:
Artistic, original, organic lines, poetic, sunlight, freedom
Core Desires:
To create everlasting value, to realize a vision, to find oneself, unlock creativity
Examples:
Tesla, Pixar, Adobe, Apple, Lego
