Brand Personality Types 101
Brand Strategy is everywhere these days, and it should!
It is such an important tool to really build an intentional business and brand. As explained by our Brand Strategist:
Brand Strategy uncovers valuable insights about your business, both strengths and weaknesses
It helps you develop your brand’s purpose, its core values, and vision
Determines your ideal customer by performing qualitative and quantitative research, allowing you to better understand who they are, and so use an appropriate tone of voice, create content that they value, establish an online presence where they hang out and design products and services that solve their problems.
This then helps your business to stand out from the competition by developing a positioning strategy based on market research
And most importantly:
It helps you show up with confidence.
In Brand Strategy, we use terms like Brand Personality
In Lunaria, we use the ones developed by JENNIFER AAKER which are: Sincerity, Excitement, Competence, Sophistication and Ruggedness. What’s most fascinating of these dimensions is that all brands have a main dimension but what makes them different is combining them to create unique pairings that truly call to your dream audience.
Below you will find keywords and examples of brands that fall into these categories:
Sincerity
Keywords for these types of brands include: Down-to-earth, Honest, Wholesome and Cheerful. Think about this type of brand as a person you trust and that honors your needs in a loving , wholehearted way.
This type of brand is common in soulpreneurs that are the faces of their brands and base their services in their own experiences.
Examples of this type of brand can be: Allbirds, Hallmark, Glennon Doyle, Starbucks and Anthropologie.
Excitement
Brands that are based on the Excitement dimension are generally classified as: Daring, Spirited, Imaginative, Up-to-date and a little Rebellious by nature.
They are like your trendiest friend who has the latest iPhone and keeps you up to date with what Netflix show is the a must-watch.
Examples of this type of brand can be: TikTok, Nike, Vice, Nasty Gal, Vans, Chani Nicholas.
Competence
Some words associated to this type of brand can be: Reliable, Intelligent, Successful, Trustworthy and Confident.
Although all of the brands we work with are more than competent in their field, basing their brand’s messaging based on that is a whole different thing. Think about the type of messaging shared in TBM’s website: "Backed by neuroscience, psychology, epigenetics, and energetics..." They are clearly experts in their field and want their audience to know that they have done extensive research and have bettered their methods through years of experience.
Examples of this type of brand can be: Microsoft, DHL, ToBeMagnetic, Chase and Volvo.
Sophistication
I bet you can think of a lot of brands when you say the word Sophistication, these types of brands are all for luxurious, premium and glamorous products and services.
What’s most important when it comes to this type of brand is to actually deliver quality that lives up to the brand positioning.
Examples of this type of brand can be: Dior, Apple, Nespresso, BMW, and so many more.
Ruggedness
This is for the outdoorsy types, but also for brands that can be described as tough, long-lasting, hard-working and authentic.
This is your friend who loves to camp, build their own furniture but also has a strong conviction.
Examples of this type of brand can be: Jeep, Dr. Martens, Levi’s, Jack Daniels…
WHAT BRAND PERSONALITY DIMENSION BEST SUITS YOUR BRAND? IN WHAT WAYS CAN YOU BECOME INSPIRED BY THE BRANDS MENTIONED?
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