Your brand personality is psychoanalyst carl jung's model in which he classifies the psychological patterns that define personalities through archetypes. In the case of marketing there are archetypes that can be applied to different products or services depending on their history and brand values. Jung classifies them into categories those oriented to people the individual change and order control. Here we present them to you people-oriented archetypes the caretaker attitude they are protectionist and paternal brands. Objective help and protect others. Greatest fear selfishness and ingratitude. Message “take care respect and love others as yourself” attributes generosity compassion protection closeness.
Strategy they constantly communicate their willingness to protect and help others. They transmit empathy and inspire tranquility security and confidence. Predominant colors blues grays and red mainly. Brand examples volvo nestlé and doctors without borders. Friend attitude they mobile app designs service are brands that do not show ostentation but rather seek connection through empathy. Objective provide realistic responses to day-to-day needs and concerns. Biggest fear being complicated to understand. Message equal opportunities for all hence their prices are affordable to the majority. Attributes realism empathy and simplicity. They are like the good citizen or the collaborative and friendly good neighbor. Strategy based on empathy realism equality common sense and trust. Predominant colors blue yellow and red mainly.
Brand examples ikea ebay. The lover attitude the marks of this archetype are very passionate and seductive they transmit enthusiasm and desire to please. That is they encourage you to live life with passion and enthusiasm. Objective help people feel desired. Biggest fear loneliness and not arousing attraction. Message “you are worth it” attributes transmits passion sensuality romanticism elegance sensitivity and idealism. Strategy communicate emotions related to love self-esteem and desire. They put a lot of emphasis on physical attractiveness. Predominant colors black red and fuchsia.
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