What personality does your brand have?

If your brand were a real person, who would it be? Although the question is purely hypothetical, there are many reasons to consider an answer. Many of today's biggest brands have traits that could just as easily describe a person. It's not surprising. Brands that feel human create emotional relationships that build loyalty beyond rational arguments. Their target audience begins to identify with the brand and become repeat customers, happy to recommend its products and services. What's more, customers often overlook any faults and shortcomings.

Personality helps build long-term and profitable customer relationships

Combining the brand's character traits with a story that touches us deeply creates a strong personality. It evokes emotional associations that a product by itself can rarely convey. Many times, the personality is constructed around an archetype - a classic fairytale character with a pattern of behavior that we recognize from childhood. We know how the rebel, the fountain of knowledge and the idealist behave. And we know the drives, needs, fears and desires that each character possesses.

The distinguishing factor

In our global and transparent world, the story around the brand is increasingly becoming the only relevant factor that distinguishes one brand from another. It's what makes the first choice for us and what keeps us coming back again and again. It makes us buy an iPhone instead of another phone. Not because it's better, but because we want the model with the latest technology. We buy furniture from IKEA because it feels safe and reliable, instead of trying another furniture store.

The 12 archetypes

Idealists

The idealist strives to be a role model who, with his kindness, sound ideals and high morals, does good for everyone around him.

"Kindness is a gift that everyone can afford to give."

Characteristics
The idealist is calm, optimistic, innocent, honest, carefree and credulous.

Experience
The idealist signals authenticity and advocates a simple, healthy and good life.

Famous idealists
Crown Princess Victoria and Mark Levengood.

Brands with the personality of the idealist
Disney and Dove.

 

The pioneer

The pioneer is an individualist who breaks new ground in search of freedom, adventure and new experiences. Whether it's climbing a mountain or using new technology, the pioneer wants to live life to the full.

"The journey is more important than the destination."

Characteristics
The pioneer is courageous, adventurous, experimental, independent and ambitious.

Experience
The pioneer inspires others to discover and explore the world.

Famous pioneers
Amelia Earhart and Stephen Hawking.

Brands with the personality of a pioneer
Fjällräven and Discovery Channel.

 

The source of knowledge

The Knowledge Source is an all-knowing person who is happy to share his expertise. Thanks to her great curiosity, intelligence and dedication, the Knowledge Source absorbs information on both big and small topics.

"Knowledge is power."

Characteristics
The source of knowledge is educated, truth-seeking, intelligent, curious, thorough, perceptive and dedicated.

Experience
The Knowledge Source inspires confidence through its broad expertise. It's where customers turn for good advice.

Known sources of knowledge
Agnes Wold and Albert Einstein.

Brands with the personality of the knowledge source
Lund University and McKinsey.

 

The heroes

The Hero is characterized by their ability to face and overcome both simple and difficult obstacles. With great courage, determination and confidence in their own abilities, the Hero throws themselves head first.

"I came, I saw, I triumphed."

Characteristics
The hero is brave, determined, persevering, honorable and successful.

Experience
The hero challenges and inspires the customer to perform at their best.

Famous heroes
Lance Armstrong and Zlatan Ibrahimovic.

Brands with a hero's personality
Nike and Weight Watchers.

 

The rebels

The rebel is dissatisfied with the status quo and wants to change the world around them. For some, their actions are disruptive or even reckless, while others see them as truth-tellers and revolutionaries.

"Rules are made to be broken"

Characteristics
The rebel is outspoken, independent, unwavering, bold and defiant.

Experience
The rebel is not afraid to stand out, go against the norm and take big risks to change the world.

Famous rebels
Lady Gaga and Mark Zuckerberg.

Brands with a rebel personality
Harley Davidson and Oatly.

 

The magicians

The Magician transforms ordinary experiences into something extraordinary and unexpected. With mystery and excitement, fantasy becomes reality.

"Everything is possible!"

Characteristics
The Magician is mysterious, curious, surprising and generous.

Experience
The magician delights the customer by creating extraordinary experiences.

Famous magicians
J K Rowling and Steve Jobs.

Brands with the personality of a magician
Pixar and Apple.

 

Realists

The realist tells it like it is. They are straightforward and put function before form.

"Honesty is the best policy."

Characteristics
The Realist is honest, genuine, humble, unpretentious and friendly.

Experience
The Realist values being authentic in everything they do and rarely succumbs to peer pressure.

Famous realists
Simon Cowell and Leif G.W Persson.

Brands with a realist personality
Levi's and IKEA.

 

The seducer

The seducer confidently seeks romance and pleasure. They are happy to indulge in products and brands that promise increased attractiveness and sex appeal.

"Love conquers all."

Characteristics
The seducer is sensual, loving, passionate and warm.

Experience
The seducer makes the customer feel romance, pleasure and emotional connection.

Famous seducers
Marilyn Monroe and Hugh Hefner.

Brands with the personality of a seducer
Victoria's Secret and Häagen-Dazs.

 

Shoemaker

The Joker is a real clown, a happy and joking soul who lives in the moment. He or she has a unique ability to capture the audience's attention and appreciates brands that use a big dose of humor.

"A good laugh is the best medicine."

Characteristics
The Joker is funny, spontaneous, charming, youthful and easy-going.

The experience
The joker makes sure the customer has fun!

Famous pranksters
David Batra and Jim Carrey.

Brands with the personality of a joker
Nickelodeon and Snickers.

 

The carer

The caregiver is caring, kind and generous. They provide love, support and affirmation to people around them.

"A little consideration and a little care means so much."

Characteristics
The caregiver is empathetic, hospitable, protective, warm and comforting.

Experience
The caregiver provides comfort and peace of mind when the client needs it most.

Famous carers
Mother Teresa and Florence Nightingale.

Brands with the personality of a caregiver
Alvedon and Campbell's soups.

The Creator

The creator is an artist, innovator and dreamer who uses his imagination to share his vision with the world.

"Everything great that happened in the world first happened in someone's imagination."

Characteristics
The creator is creative, passionate, unique, independent and original.

Experience
The Creator enables others to realize their visions.

Famous visionaries
Astrid Lindgren and Pablo Picasso.

Brands with the personality of a visionary
Lego and YouTube.

 

The ruler

The ruler exudes strength, power and leadership. They choose products that allow them to stand out from the crowd - either in terms of price, quality, service or performance.

"Power is the only desire you don't get tired of."

Characteristics
The ruler is decisive, dominant, controlling and successful.

Experience
The Ruler gives customers an opportunity to become more powerful and superior.

Famous rulers
Bill Gates and Mark Zuckerberg.

Brands with the personality of a ruler
Porsche and Rolex.