原來品牌都有性格!?【由深入淺分析:12種品牌人格原型】

Mar 27, 2023
5 min read
By
安格斯

Have you taken the widely popular Myers-Briggs Type Indicator (MBTI) 16-personality test yet? What if it was a personality test for your favorite brand instead?

There is an acclaimed marketing theory that divides brands into 12 archetypes. Each of these character types establishes its own unique image, allowing likeminded consumers to be drawn in and ultimately become loyal patrons. Carl Jung's twelve personalities are utilized as the basis for this concept - all broken down into further categories:

Explore Spirituality

The Innocent

Keywords: innocence, simplicity, optimism, simplicity

  • Dove
  • Johnson’s

The Explorer

Keywords: explore, adventure, unknown

  • The North Face

The Sage

Keywords: professional, knowledgeable, smart, leadership

  • Google
  • University of Oxford

Provide Structure

The Caregiver

Keywords: caring, warmth, empathy, generosity

  • UNICEF
  • WWF

The Creator

Keywords: innovative, unique, epoch-making

  • Apple

The Ruler

Keywords: dominant, authoritative, black and white

  • Rolex
  • LV

Pursue Connection

The Lover

Keywords: romance, sensuality, glamour, passion

  • Chanel
  • Victoria’s Secret

The Everyman

Keywords: life, approachable, public, daily life

  • IKEA

The Jester

Keywords: joy, humor, witty

  • Durex
  • dbrand

Leave Legacy

The Outlaw

Keywords: rebellion, subversion, revolution

  • Virgin

The Magician

Keywords: dream come true, create transformation, magic power

  • Disney

The Hero

Keywords: positive, courageous, challenge-seeking, candor

  • Nike「Just do it! 」
  • Fedex 「We Live To Deliver!」

Are you wishing to create a clear personality for your brand? We're here to help with two great tips:

Once you've determined the positioning of your brand, it's time to utilize keywords that tie in perfectly with its personality. Select elements that fit within the framework and construct accompanying slogans, symbols, and promises so as to further solidify a connection between your target audience and these aspects.

Every successful business has an iconic identity- one which sets them apart from competitors in their sector. This is why capitalizing on branding endeavors often reaps fewer financial rewards than product promotion does; yet numerous brands still prioritize this vital strategy regardless!

Conclusion

If you’re looking to create a unique identity for your brand and set yourself apart from the competition, our team of media experts at Media Studio is here to help. We can work with you to develop an effective and engaging campaign that will establish your brand in the minds of consumers. With decades of experience behind us, we are confident that we can craft a memorable image for your business that will drive sales and promote loyalty among customers. Click the Contact Us button right below if you're ready to take your branding strategy up a notch!

最近流行嘅MBTI 人格測驗,相信人人都做過。如果幫品牌做一次測驗,你又估唔估到結果會點呢?

有種行銷理論,將品牌歸納為12種原型。呢12種類型嘅品牌,往往會為特定客群專門打造自身品牌形象,讓有著同樣特色嘅人容易被某類品牌吸引,從而主動接觸品牌,主動購買產品同成為品牌嘅忠粉!

品牌個性基於心理學家Carl Jung提出的十二人格延伸而成,從四大類型再細分十二個項目:

探索靈性 Explore Spirituality 

天真者 The Innocent

關鍵字:純真、樸實、樂觀、簡單

  • Dove
  • Johnson’s

探險者 The Explorer

關鍵字:探索、冒險、嘗試、未知

  • The North Face

智者 The Sage

關鍵字:專業、知識豐富、精明、讓人想追隨

  • Google
  • University of Oxford

確立秩序 Provide Structure

照顧者 The Caregiver

關鍵字:關懷、溫暖、有同理心、慷慨助人

  • UNICEF
  • WWF

創造者 The Creator

關鍵字:創新、獨特、劃時代

  • Apple

支配者 The Ruler

關鍵字:主導性強、權威、非黑即白

  • Rolex
  • LV

重視連結 Pursue Connection

愛人 The Lover

關鍵字:浪漫、感官、魅力、熱情

  • Chanel
  • Victoria’s Secret

凡夫俗子 The Everyman

關鍵字:生活、平易近人、大眾、日常

  • IKEA

喜劇演員 The Jester

關鍵字:歡樂、幽默、詼諧

  • Durex

留下印記 Leave Legacy

亡命之徒 The Outlaw

關鍵字:叛逆、顛覆、革命

  • Virgin

魔術師 The Magician

關鍵字:夢想成真、創造轉變、神奇力量

  • Disney

英雄 The Hero

關鍵字:積極、勇敢、尋求挑戰、坦率

  • Nike「Just do it! 」
  • Fedex 「使命必達!」

點先可以為自己嘅品牌建立鮮明嘅人格形象?我哋整理咗兩個重點

確認品牌定位後,你可以按照各類品牌人格嘅關鍵字。挑選符合品牌取向嘅項目,並設計相應嘅符號、座右銘、承諾加深受眾對品牌嘅印象聯想。

每個成功嘅品牌都有著鮮明嘅品牌形象。對受眾而言係同類型產品中鶴立雞群嘅存在。呢個亦都係品牌行銷活動唔似產品行銷可以直接喺銷量成長上見到成績,仍然受好多品牌著重並且投入大量資源嘅原因。