Could you recognize your brand's personality in any of them?

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How many types of brand personality are there?
There are several tools to identify and define a brand's personality, one of the most commonly used are the 12 Personality Archetypes , which are used to provide content following the behavioral patterns that most closely match what we want to express.

Let’s go back for a moment to the example of energy drinks, where Red Bull leads the category. The archetype they chose is “The Explorer” who helps people express themselves individually, breaks with convention and constantly experiments in search of new sensations. Their communication strategy could not be other than to sponsor extreme sporting events, using risk and adrenaline to express the energy and “Wings” that the drink provides in each can.

Now let's look at some definitions of each archetype below.


1. "The Innocent"

It offers a simple solution to a clear problem. It is also associated with goodness, morality, simplicity, nostalgia georgia mobile database or childhood (examples: Coca-Cola, Macdonalds, Disney).

2. "The common man"

It gives people a sense of belonging and is characteristic of populist brands – those that distinguish themselves through everyday, simple functionality (examples: Ikea, Ebay).