Build your brand with personality!

Since humans could communicate, we have been telling stories. Stories that capture our attention, evoke emotion and connect us. Whether they are stories told around a camp fire, passed down from father to son, fairytales or found in the Bible, stories are a big part of what makes us human.

When we look closer at these stories, there are certain characters that keep popping up. Whether it’s an innocent maiden, a knight in shining armour, a wise old man or a magical fairy, somehow we understand their personalities and identify with them.

Our job as brand specialists is to create this same connection between customers and the business. This is our task, and we are pleased to say that we are up for the challenge.

This is why we developed Brand Personalities. It is a powerful word association system developed by our creative studio White River Design (WRD), to help build strong and powerful brands.

Based on the concepts of 12 Personality Archetypes by Swiss psychologist Carl Jung, we believe that in modern society these 12 Archetypes can be effectively utilised in branding a business, and give them attributes that can enhance or cement their message. These personalities are based on different motivations for the observer.

Brand Personalities are incredibly useful when strategically developing and creating brands that have meaning. The better relate to individuals and target audiences. To start this process, we need to identify the primary Brand Archetype or Brand Personality. This is the inherent brand personality that people relate to when they look at a brand to assess if it is attractive to them.

To determine what brand personality your business is, we take you through a word association system. We call it a ‘game’ as when you know the outcome, it really is quite fun and adds an immense amount of clarity to your business. The process however, is not an easy one, and you have to dig deep and think long and hard about what your business is essentially about (not about what you do).

The challenge is to send the correct brand message so that your customers think about the attributes that you want them to.

White River Design can be contracted to perform individual or team Brand Personality assessments. Simply contact us 0n (02) 4732 4766 and we can send you through an estimate. If however you think you can go it alone, give our online Brand Personalities game a try. If you don’t get a result, you can always contact us to get a definitive answer.