Like people, brands have personalities. This guides great brands on the type of things they do.
AKA your brand archetype. This wheel is a handy tool that helps plot where your brand naturally fits.
Are you The Jester? Next to brands like Oldspice, or M&M’s?
Or The Ruler? IBM? Nobody ever got sacked for buying IBM.
Another Ruler is Rolex…
The Rebel? Virgin or Harley Davidson.
You know what’s interesting? The archetype is often a reflection of what type of person the CEO is…
Think of Tom Ford… He epitomises the style and class of the brand.
Fashion labels are a good example of ‘the brand’ is ‘their founder’…
Microsoft has the personality of Bill Gates. Smart, safe, trustworthy.
But definitely not ‘cool’
Virgin and Sir Richard. Rebellious, provocative, disruptive.
Wherever you land on the wheel, it should authentically ladder up to your brand’s core values.
Try and place your brand on the wheel and then think about what the implications are when you keep that in your mind when considering, content, tone of voice, advertising, customer service.
See how it can start to govern the way your brand looks, feels and acts? Try it out!