Have you ever wondered why people show strong loyalty towards one brand over another? For some people, it must be Benz or nothing, Samsung or nothing, Gucci or nothing, Closeup or nothing, Indomie or nothing and so on. These customers will pay any amount to stick to their preferred brand.
Brand personality is what makes your business human in the eyes of your customers. Customers do not buy brands, they buy its personality resonates with their own values. Does your brand have a human face? What is your brand personality type? In this article, I will share the 12 brand personality types & their features to help you see where your business belongs.
1. The Explorer: “Don’t fence me in.” Customers of Explorer brands often crave thrill-seeking quest. They often scope out the next mental and physical high. Freedom is the top priority for an explorer. They seek freedom through discovery.
Brand Message: You can only get one life. Get out and make it count.
Brand Voice: Exciting, Fearless, Darling.
Explorer Brands: The North Face, Jeep, Patagonia, Nike etc.
2. The Sage: “The truth will set you free.” The sages are driven by the desire for truth, knowledge, and understanding, a high level of wisdom to be able to use them to make the world a better place by sharing their research. Sage customers are impressed by intellectual concept; they are drawn to new ways of thinking.
Brand Message: Education is the path to wisdom and wisdom is where the answer lies.
Brand Voice: Knowledgeable, Assured, Guiding.
Sage Brands: Google, BBC, University of Oxford, Discovery Channel
3. The Innocent: “Life is simple and simplicity is elegant.” In the innocent’s world, everything is free, simple, safe, virtuous and content. Innocent brands rely on the simplicity of their product. They are not usually ones for innovation.
Brand Message: The most wholesome things in life are unadulterated and pure.
Brand Voice: Optimistic, Honest, and Humble
Innocent Brands: Aveeno, Dove, Innocent drinks, coca cola, etc.
4. The Creator: “If it can be imagined, it can be created.” Creators crave innovation, perfection, and authenticity. Creators strive to make a product that you can’t live without. Creator brands are the focus attention of customers who love to create.
Brand Message: See potential everywhere and uncover originally with liberated imagination.
Brand Voice: Inspirational, Daring, and Provocative.
Creators Brands: Lego, Apple, Adobe, etc.
5. The Ruler: “Power isn’t everything, it’s the only thing.” The ruler brands want absolute power. The objective at the top life of their agenda is being noticed and admired. Rulers are attracted by wealth, respect and prestige.
Brand Message: You are successful in work and in life. Reward your excellence and your achievements.
Brand Voice: Commanding, Refined, and Articulate.
Ruler Brands: Louis Vuitton, Mercedes-Benz, Rolex, etc.
6. The Caregiver: “Love your Neighbor as yourself.” Caregivers make people feel secured and nurtured. They are compassionate, caring, and build trust. Customers of caregiver brands enjoy safety and security.
Brand Message: Everyone deserves care and we must all strive to bestow service upon one another.
Brand Voice: Caring, Warm, and Reassuring.
Caregiver Brands: Unicef, WWF, Toms, NHS, Heinz, etc.
Very professional!