How to Define Your Brand Personality – 3 Frameworks

Defining your brand personality can be a bit like choosing your coffee order - there are two main approaches, or you can combine them for something unique!

Framework #1: Aaker’s Brand Personality Dimension

When it comes to defining your brand personality, a little structure goes a long way. That's why we love Jennifer Aaker's framework from her paper Dimensions of Brand Personality.


Aaker's model categorizes brand personalities into five groups: Sincerity, Excitement, Competence, Sophistication, and Ruggedness.


It's a great starting point to pick 3-5 adjectives that capture the personality traits you want your brand to be known for.

Sincerity Excitement Competence Sophistication Ruggedness
down to earth daring reliable upper-class outdoorsy
honest spirited intelligent charming tough
wholesome imaginative successful glamorous masculine
cheerful cutting-edge hardworking feminine adventurous

Brew a brand that stands out from the rest by choosing the right coffee beans - I mean, adjectives.


Just pick a few key traits, brew them to perfection, and voila!

Brand Anchors

We like to call these key adjectives “brand anchors” because they give your brand its distinct flavor and aroma.


Just like a well-crafted cup of coffee, your brand needs the right combination of these elements to stand out from the competition and leave a lasting impression.


So don't just let your brand beans sit there, brew them into your messaging and make sure they're front and center in everything you do!

Framework #2: Brand Archetypes

Imagine your brand as a coffee shop. Choosing an archetype is like deciding on the atmosphere of your shop. Are you going for a cozy, homey vibe or a sleek, modern one?


Carl Jung defined 12 archetypes that represent different personalities and values. From the wise and experienced Sage to the adventurous Explorer, each archetype offers a unique set of traits to embody.


So, which archetype fits your brand the best? Which one will your customers resonate with and make them want to come back for another cup of your brand's unique blend?

SOCIAL TYPES

WANT TO CONNECT

Everyman

To fit In

Goal: Wants their customers to feel a sense of belonging

Traits: Casual, down-to-earth, folksy, guy/gal next door, supportive, solid virtues, real, democratic, equality, community, lack of pretense

Famous examples: IKEA, Visa, Levi’s

Lover

Intimacy

Goal: Wants their customer to find love and connection

Traits: Romantic, sensual, passionate, warm, intimate, giving

Famous examples: Chanel, Victoria’s Secret

Jester

to enjoy life

Goal: Wants their customers to have more joy and laughter in their daily lives

Traits: Fun, light-hearted, quirky, zany, irreverent, humorous, enjoyment, never boring

Famous examples: M&Ms, Skittles

ORDER TYPES

WANT TO GIVE THE WORLD STRUCTURE

Creator

To innovate

Goal: Wants their customers to believe in what’s possible

Traits: Imaginative, creative, artistic, entrepreneurial, inventive, non-conformist, visionary, innovative, non-conforming

Famous examples: Adobe, Crayola Lego

Ruler

to control - in order to lead

Goal: Wants their customers to feel more organized, stable, secure

Traits: Organized, leader, role model, responsible, controls the chaos, boss

Famous examples: Microsoft, Mercedez-Benz, Rolex

Caregiver

to serve others

Goal: Wants their customers to feel understood and protected

Traits: Maternal, generous, compassionate, caring, nurturing, parental, empathy, selfless

Famous examples: UNICEF, Johnson & Johnson, Heinz

EGO TYPES

WANT TO CHANGE THE WORLD

Magician

Power - to make magical things happen

Goal: Wants to make their customers’ dreams come true

Traits: Inspirational, idealistic, charismatic, visionary, imaginative, spiritual

Famous examples: Apple, Disney

Hero

Mastery - in order to make the world a better place

Goal: Wants to help their customers: by rescuing them from their troubles

Traits: Bold, honorable, confident, strong, courageous, inspirational

Famous examples: Nike, FedEx

Outlaw

Liberation

Goal: Wants to help their customers break free from the status quo, overturn what’s not working

Traits: Wild, change-maker, rebellious, rule-breaker, revolution, edgy, misfit, outrageous, radical, free, disruptor, shocking

Famous examples: Harley Davidson, Virgin

FREEDOM TYPES

WANT TO FIND PARADISE

Innocent

happiness

Goal: Wants to help their customers feel great on the inside

Traits: Positive, kind, good, pure, simple, young, loyal, optimistic, trustworthy, moral, reliable, honest, good virtues, nostalgic, sees the good in everything, faith, does the right thing

Famous examples: Coca-cola, Dove

Explorer

Freedom

Goal: Wants to help their customers have new experiences, adventures, discoveries

Traits: Adventurous, independent, pioneering, individualism, wanderlust

Famous examples: REI, Corona, The North Face

Sage

To understand

Goal: Wants to help their customers by sharing knowledge

Traits: Wise, visionary, knowledgeable, intelligent, trusted source of information, thoughtful, mentoring, advisor, guru

Famous examples: Oprah, Google, NPR, Quora

Framework #3: Combo of Personality Dimensions & Archetypes

At this point, you may be asking yourself if you can mix these two coffee blends. Well, some researchers did just that!


In Advertising between Archetype and Brand Personality, they combined Aaker and Jung's theories to create a delicious new brew: a blend of archetypes and brand personality traits.

"Our research tried to fill this gap by developing a joint framework combining Jung’s and Aaker’s attributes and apply it by analyzing two distinctively different TV commercials from Asian hotel chains. 


A total of 102 Executive MBA students had to watch both TV commercials and then conduct an Archetype (C.G. Jung) Indicator test and rate Brand Personality (Aaker) traits of the two commercials.


Results show that there is common ground.


This has implications for advertisers who may want to specify an archetype and related personality attributes for their promotional campaigns.


Game changers in the hospitality sector may want to be seen as Outlaw whereas established hotel chains may position themselves as Lover with personality attributes such as welcoming, charming, and embraced."