Which of 12 Brand Personalities is Yours?

Does your brand have a personality of it's own?  We're unlocking the 12 Brand Archetypes so you can get clear on creating an unforgettable brand that truly connects with customers.

[For those who prefer learning by video Watch it here on YouTube!]

Still with us? Then let's go! When it comes to branding, most people think of logos, color palettes, and fonts. But here’s the truth—branding is so much more than just visuals. It’s about personality, reputation, and the emotional connection you create with your audience.

In my recent interview with expert brand strategist Debbie O’Connor, we knew we’d have a hard time stopping ourselves—branding and Jungian archetypes are two of our favorite topics! Debbie explains that branding should be like reputation-building, which I also talk a lot about in PR.

"Your brand is what people say about you when you’re not in the room," shared Debbie, quoting Jeff Bezos, founder of Amazon. And one of the best ways to define and shape your brand’s reputation? Archetypes.

Why Do Brand Archetypes Matter?

Carl Jung, a renowned psychologist, identified 12 core archetypes—universal personality types that we naturally recognise in people, stories, and even businesses. When you apply these personalities and traits to branding, it helps us to create consistent communication, and in turn attract and connect with your ideal customer or audience. With brand consistency, building trust becomes effortless.

Think about brands you love. Nike embodies the Hero archetype, always pushing you to be your best. Disney is the Magician archetype, creating wonder and transformation. Meanwhile, a brand like Harley-Davidson leans into the Rebel, standing for freedom and breaking the rules.

So have you taken the time to create a brand identity yet? I'm pleased to say, Debbie has taken the guesswork out with a set of questions on "How to Find Your Brand’s Personality":

• How do you want people to feel when they engage with your brand?
• What values and emotions drive your business?
• If your brand were a person, how would it talk, act, and interact?

Once you define this, everything else—your messaging, visuals, and customer experience—falls into place. There is also a quick quiz you can do to accelerate your brand discovery journey on Debbie's website brandmagic.com.au

The Power of Alignment

Brand personality isn’t just for marketing—it affects your entire business. In the full video interview, Debbie descibes the incredible, seductive, Brunettis' Classico cafe in Melbourne, and other unforgettable brands from toilet paper that changes the world to water in a can!

A well-defined brand ensures consistency across everything, from how your team communicates to how your website looks. It helps you create an unforgettable experience that keeps people coming back.

If you’re ready to craft a powerful brand that connects and converts, start by discovering your archetype. Click here to watch the full video and learn how to unlock your brand’s true personality today!