Types of brand personality: Know the types of brand personality models

What are the different models and types of brand personality? In the previous article, by answering the question " What is brand personality ?

What factors do the attractiveness and effectiveness of each brand depend on? What are the different models and types of brand personality?

In the previous article, by answering the question "What is brand personality?", we examined how to design it. Although knowing the stages of designingbrand personalityis very important and key, but it is not enough by itself and it is better to master all kinds of brand personality models before creating a character.

In this article, we will introduce the types of brand personality and briefly examine its examples from famous global brands. Stay with us.

What are the types of brand personality models?

Types of brand personality are classified according to different psychological theories. In general, these categories are divided into two subgroups: open brand personality models and closed brand personality models, and each has its own subgroups. In the following, we will examine these two models and how to use them.

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Read more:What are the types of brands?

brand personality open models

Open brand personality models, which we have divided into 3 general and simple categories, help you to achieve the most "interaction and communication with your audience" with the least complexity.

1.  Clarity

We assure you that no audience is looking to solve the puzzle; So be careful that your brand personality is not too complicated.

Design your personality so that the target audience, without spending much energy or effort, will understand what brand or product they are going to get to know.

For example, if your business is in the field of off-road vehicles, we recommend that you use images such as rough terrain, harsh weather conditions, and challenging situations in youradsand marketing elements to best represent the adventure and action inherent in your brand.

2. Stability and continuity

Brand personalization needs continuity and consistency. Try to be committed to the personality traits of your brand and repeat it over and over again and remind the audience.

This will strengthen yourbrandingover time and increase your income.gives.

3. Communication and interactivity

You must know that people only go for well-known brands whether they are shopping in person or online. The more distinct the personality characteristics of a brand, the less likely it is to be forgotten bypersona.

So, try to continue in characterizing your brand and focus on more details and subtleties.

Brand personality package models

personality pack models are divided into 2 subcategoriesAker brand personality modelandArchetype brand personality model:

Aker brand personality model

This model is named in honor of its creator, Dr. Jennifer Aaker, behavioral scientist and marketing professor. This brand personality model is the most widely used brand personality model used inmarketing. In 1997, as a marketing and branding expert, Jennifer Acker published a famous article about the types of brand personalities.Jennifer Acker's articlesuggests models that were evaluated as very useful according to the conducted experiments.

Aker has defined brand personality types based on the following 5 dimensions:

1. honesty and sincerity (Sincerity)
2. being exciting (excitement)
3. superiority and competence (competence)
4. elegance and charm (sophistication)
5. being strong and solid (ruggedness)

• honesty and sincerity

The more honest the brand personality gives to the target audience, the more reliable it is and the better it stays in the audience's mind.

There are many ways to build trust and honesty between the brand and the audience; For example, the more the audience knows about the backstage of the desired product; He gets a feeling of closeness and belonging more with the products of that brand. Attributes attributed to this brand personality model include things like honest, happy, lively, healthy, down-to-earth, compassionate and reliable. Audiences connect with this brand personality model because of their ethical behavior and commitment to society and consumers.

A brand whose personality is based on the dimension of honesty and sincerity often emphasizes supporting consumers, answering customer questions, and committing to social responsibilities. This brand avoids entering the margins and controversial issues. He also considers himself a part of society and tries to fulfill his responsibilities in the best possible way. Because of this kind of behavior, people consider it as an honest and reliable brand.

Example:Patagonia clothing brand (Patagonia)

• being exciting and exciting

This dimension includes brands that are creative, inspiring, bold, up-to-date, progressive and energetic. For this reason, even when designing the visual identity of these brands, they go for colorful logos and strange fonts. He also did unexpected things for advertisingattending exciting events; Sports competitions are the best place for the presence of this type of brand personality model.

The exciting and exciting brand personality model is known by thinking outside of the box (think outside of the box) and the best way to communicate with its consumers is to excite and inspire.

Example:Red Bull drink brand (Red Bull)

• superiority and merit

The dimension of excellence and competence primarily means reliability, responsibility, intelligence, expertise and ability. Consumers should feel that this brand is superior and more worthy than competitors based on the performance of the brand's products or the experience of using its services and how the organization behaves in society and the market. This brand personality model always emphasizes the quality of products and its advanced production method. The feeling it conveys to the audience is the expertise of the brand and its reliability.

Example:Apple (Apple)

• elegance and charm

Elegance and attractiveness is another dimension of Aker brand personality model. Consumers identify this dimension with attributes such as luxurious, attractive, glamorous, and luxurious. From this dimension, the brand is mostly used for companies that are engaged in producing products or providing luxury and high-priced services, such as watches, clothes, food, restaurants, hotels, cars, medical equipment, airline services, and jewelry. Also, the products whose target audience are women go to this aspect of brand personalities more than anything else.

Example:Louis Vuitton (Louis Vuitton)

• being strong and firm

Jennifer Aker emphasizes in the discussion of "being strong and solid" that in introducing the personality of brands such as "Patagonia", "Yeti", "Jeep", "Levi's" and "Jack Daniels", bold images and powerful titles and slogans should be used and instill a sense of adventurous life into the audience. This type of brand personality is known with attributes such as resistance, flexibility, durability and tenacity. In general, this dimension has a lot of emphasis on masculine traits and living with courage. The general purpose of choosing a strong and strong brand personality is to convey a specific message to the audience; This message is that the products of this brand are made with the utmost durability for those who are brave, want to take more risks, and their ordinary life is boring.

Example:Jeep and The North Face

Researchshows that the more and more accurately you use these 5 basic principles in the design and development of brand personality, the more effectively you will convey the identity, value and essence of the brand to the target audience.

Clearly, the better and more principled the presentation of the brand's personality is done, the deeper the connection between the brand and the target audience and the greater the audience's loyalty to it.

Read more:What is brand identity?

model of archetypes or archetype

In the history of humanity, some instincts and thoughts, such as repeated experiences, have occurred many times in human life and become a part of the unconscious.They convert.

These repeating patterns are called archetypes.

archetypes are the same "behavioral and contractual patterns" based on which we divide people's behavior into different types.

As categorized by Jung, the theorist of analytical psychology, these archetypes are divided into "12 different models", which we will briefly mention below.

Choosing the brand archetype is the path that leads you to know the brand personality. To learn more about the types of brand personality based on this theory, we suggest reading the blog post "What are the types of brand archetypes?". Also, to get more detailed information about each of the archetypes of the brand, you can read the article written specifically for it.

Detailed reviewArchetype of the outlaw brand

Detailed reviewHakim brand archetype

Detailed reviewArchetype of the hero brand

Detailed check of the wizard brand's acretype

The most prominent brand personality designers in the center of modern Iran

We at Kanoon Iran Novin are by your side to enter the market with accurate and powerful brand personality design, increase your sales and gain a special place in the minds of the audience.

Our colleagues inStrategy Unitby providingbranding serviceswill help you turn whatever you have in mind into reality. To receive expert advice, call02127634. We atAdvertising CompanyKanon Iran Novin are with Iranian businesses to achieve their desired position in the market.

final words; Brand personality design to conquer the market tops

In this article, we explained and analyzed the strategies and "types of brand personality". Brand personality design is one of the important stages ofdevelopment of a brand, which clarifies and defines the path of business growth. Also, if you want to know how to define brand personality in your overall business strategy, refer toBranding Strategy.

The reality is that designing a brand personality may seem easy, but it requires precision, creativity and extensive market research; In fact, you cannot create an accurate brand personality and surpass your competitors by only relying on guesswork and stereotypes.

Before designing the brand personality, you must reach a comprehensive and documented view about the taste, approach, characteristics, needs and shortcomings of the audience persona so that the brand you create for your business creates value for you.