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Winning brands are comparable to people… We are often drawn to those with strong, positively-impactful personalities — and we always remember them.

More brand awareness = More sales.

However, this requires a high level of consistency in terms of persona and collective branding across all channels.

The result?

You will win the race to attract new business and engagement, while maintaining admiration and devout attention from your existing customers.

“Consistent brand presentation translates to 23% average revenue increase.” (Source: Lucidpress)

Audience sentiment is continually fueled and shaped by brand language, visual identity, approachability and expression (characteristics that are often ever so subtly absorbed, yet have profound mental impact).

This always leads to either positive or negative outcomes (sales generated or sales lost) — collectively, a major process of the research / buying cycle that we are all too familiar with in modern life:

Decision-making.

“Experts estimate 90% of all purchase decisions are made subconsciously.” (Source: ISPO News)

To successfully tap into the psychology of your customers, you must first acknowledge the need to personify your business and connect with these people in a meaningful, memorable way — on a (positive) emotional level.

Here’s your go-to reference guide containing the 12 brand archetypes (+ real-life examples)! It’s time to ignite your imagination engine and prepare to journey towards remarkable brand attitude, content and differentiation…

Your customers will be ‘driven’ to stay and will never ‘tire’ of your company (sorry, I just couldn’t resist).

  • PV

    Philip Verghese

    about 1 year ago #

    Very informative points brought out through this post, yes, building a strong brand awareness is the key here.

    As noted, yes, More brand awareness = More sales. To bring in this brand awareness there are a lot of things to do.

    Our multi-faceted approach to developing and improving brand engagement with the present and future customers is very important.

    To achieve a fruitful customer engagement, the 12 real-life examples mentioned in this post will surely help.

    The connected images, ad. pics etc speak volume in relation to the subject.

    Thanks Erik for this wonderful share. Sam did yet another amazing creation with this post.

    Thanks, Sam for the effort you put in to create such an analysis.

    Keep coming!
    Keep sharing!
    Have a great and profitable day.
    Best Regards,
    ~ Phil

    • SH

      Sam Hurley

      about 1 year ago #

      Cheers Philip! :)))

      Branding is EVERYTHING. Something that must be set in stone from the very start — It forms the very core of a company, its culture and character.

      Of course, all of these things affect communication — The most important component of business in the first place!

      Customers will either be drawn to a brand, or be repelled by its character. Important decisions to make, for sure...

      Thanks for reading and sharing your feedback here, man!
      Sam :o)

      • EE

        Erik Emanuelli

        about 1 year ago #

        Branding should be considered either for a big company and a solopreneur like a blogger, or online business owner. I'd never purchased a product from someone with bad reputation.

    • EE

      Erik Emanuelli

      about 1 year ago #

      If I think about a company doing effective branding, Apple comes right to my mind.
      Or GoPro, or even RedBull. Well, they are among my favorite products too.... ;)

  • AR

    Atish Ranjan

    about 1 year ago #

    Brand Awareness is utmost important because when you run only after SEO, you may be into the problems because when we lose ranking, your sales might drop but if your sales are not only coming because of search presence but because of branding as well, then you might not be suffering much as you have diverse customer base. Liked the post to the core. Good post on branding. Loved it. Thanks for putting so much effort in it.

    • EE

      Erik Emanuelli

      about 1 year ago #

      Care about people and not about Google, right Atish? :) @atishranjan

    • SH

      Sam Hurley

      about 1 year ago #

      Thanks so much, Atish! :D

      Spot on ... It's no good ranking well on Google, to only greet people with inconsistent branding and personas! :-O

      Its exactly what drives potential customers AWAY.

      Your feedback is much appreciated! #RESPECT
      Sam :o)

  • RB

    Ryan Biddulph

    about 1 year ago #

    Sam is THE GUY to write this article. I vividly recall his Twitter GIFS and interactions and love. Love drives it. You cannot manipulate folks or trick them with your brand, because they will see through it. But if you build your personal brand from the heart you cannot go wrong. Pure branding genius, both in the article and flowing from Sam's heart.

    Ryan

    • EE

      Erik Emanuelli

      about 1 year ago #

      Sam, the "Words Magician", Ryan!
      He surely knows how to keep readers engaged.
      Lot to learn from him.

      • SH

        Sam Hurley

        about 1 year ago #

        Haha! :D Blushing here ... Cheers Erik! :o)

        I did let the vocabulary run wild in this one — Glad it turned out the way it did! <3
        **Takes the white bunny out of the hat**
        Sam

    • SH

      Sam Hurley

      about 1 year ago #

      What ***amazing*** feedback from you, Ryan!!! :D :D :D :D

      SAVED! I treasure comments like this. You flippin' rock, man!!! <3

      Sending heaps of my love your way, brother. Thanks so, so much! :o)

      Your bud,
      Sam

      "If you build your personal brand from the heart you cannot go wrong."
      Ryan Biddulph, 2018

  • LS

    Lisa Sicard

    about 1 year ago #

    I never realized brands had different types of personalities. Leave it to Sam to find them and understand exactly which have various types of personalities.
    I loved the example of the North Face - I've yet to buy one of their tops or outfits but hear great reviews by others on them. The are high end and high priced but those that have purchased they have said they are worth it. Is it bad that their fundamental mission hasn't changed in years though?

    I also loved the Google one, totally got that one. Spot on!
    Thanks for sharing this piece with us Erik, Sam's pieces are always so informative!

    • EE

      Erik Emanuelli

      about 1 year ago #

      It was indeed a nice read, Lisa.
      I discovered all the different types of personalities. So well explained.
      Which one do you identify in? @lisapatb

    • SH

      Sam Hurley

      about 1 year ago #

      Yayyyy!!! Cheers, Lisa! <3 This means the world to me! :-D

      It took a whole load of research to compile this one ... I'm so glad it ended up pleasing you! :)))

      I'd say for North Face, it's a great achievement to not have changed their fundamental mission. It shows solid planning / branding, right from the very beginning! :o) #GreatJob

      I hear you on Google! Crystal clear — I also loved the Disney and Harley Davidson examples! :-D

      You rock!!!
      Sam :o)

  • SH

    Sam Hurley

    about 1 year ago #

    ***Thanks a bunch*** for sharing this article with the GrowthHackers crew, @erikemanuelli!

    Or should I say, Erik The Explorer?! :D :D :D :D

  • CR

    Cori Ramos

    about 1 year ago #

    Hey Sam,

    You knocked it out of the park with this post! I do my best to keep my brand's character around what consumers look for most - honest, friendly, helpful and funny. You can't go wrong with those traits. :)

    And I love how you broke down these 12 archetypes. Of those 12, I identify with #7. :)

    Thanks for sharing this Erik! You guys rock!

    Cori

    • EE

      Erik Emanuelli

      about 1 year ago #

      I'd say you can also be #1, The Lover, Cori! ;) @cori-ramos

    • SH

      Sam Hurley

      about 1 year ago #

      Thanks **a million**, Cori! xD

      You can't go wrong there ... And I could tell you were a Caregiver, from the very start!

      MEGA appreciate you reading + sharing your positivity (as always),
      Sam :)

  • LR

    Lorraine Reguly

    about 1 year ago #

    I wasn't surprised to see HONESTY as the #1 quality consumers want from brands.

    It seems to me that it's obvious that "the manner in which you 1) Present your brand, and 2) Conduct your public communication, has a profound impact on every aspect of business." Does this really need to be said? ;)

    I liked how the brands are compared with people in this article. After all, it's people who run the businesses. ;)

    In #2, I was pleased to see that THE EXPLORER type was exemplified by The North Face. I just bought a pair of running shoes (indoor ones) from them to use on my treadmill! :)

    • EE

      Erik Emanuelli

      about 1 year ago #

      I think quality goes along with honesty, Lorraine.
      There's nothing worse to discover a brand has lied to its customers.

    • SH

      Sam Hurley

      about 1 year ago #

      Hey Lorraine!

      Judging by the responses I've received from some companies, it DEFINITELY needs to be said. Outside of our marketing bubble, there's a lot of catching up to do... :-O

      I thought it would be relatable to compare people with brands, so I'm super happy you picked up on this.

      Keep exploring, my friend :))) Glad you loved it!! Heehee!
      Sam :D

  • PH

    Pradyut Hande

    about 1 year ago #

    Interesting read!

    I suppose - at times - we get so caught up with driving growth and chasing top-line revenues that we often forget to take a step back and analyse what our brand truly embodies and communicates. Also, whether our target audiences are "buying" the persona that we are projecting.

    • SH

      Sam Hurley

      about 1 year ago #

      LOVED this, Pradyut!! <3

      Such a thoughtful and relevant response. It's essential stuff, and evidently — internal confusion leads to external (negative) impact. And THAT affects the bottom line / growth...

      Thanks again for reading + sharing your feedback here!
      Sam :o)

    • EE

      Erik Emanuelli

      about 1 year ago #

      You got to read more content from Sam, he's the ONE! @sam___hurley @pradyut_hande

  • GS

    Gaurav Sharma

    about 1 year ago #

    As usual another awesome article from Sam Hurley :) And thanks Erik for spreading the words. Well, making your brand memorable can be a hectic task, here are 3 points that I think make or break a brand.

    An addictive brand name:
    We all immediately realize what the lowercase "i" in front of the noun means--ipod, the IPhone. Apple is just an example of a company that uses a simple but memorable and catchy brand name.

    Intentional use of language:
    We all know and understand the importance of language and how certain words have a certain meaning. If you mention a car as "all-powerful," it will attract people who are looking for faster, tougher cars, but it may reduce those who are looking for friendlier model to drive their families around.

    Clever And Composted Taglines and Slogans:
    These are very useful tools; Careful text compilation helps explain what your company does, what your brand value is, gives you space to get a little creativity.

    A good brand will create a slogan to stay with you and let your mind transcend your encounter with the brand.

    • EE

      Erik Emanuelli

      about 1 year ago #

      Apple, I'm in love with their products! And their brand is unique. Steve did an unique job creating such a successful company.
      How you communicate with your audience will influence both sales and branding.
      You mentioned some very good points, thanks for your feedback, Gaurav. @gaurav_sharma

    • SH

      Sam Hurley

      about 1 year ago #

      Gaurav! What an incredible reply!!! Thanks so much for leaving such valuable input! <3

      And I mega appreciate your kind words, my friend. :)))

      Apple's 'i' is probably the most iconic, text-only branding to date. Extremely clever!!! I wonder if it'll ever be topped in such a way?

      The vocabulary brands choose makes a HUGE difference on how they are portrayed, and what customers will be attracted as a result. A comical example would be to imagine Harley Davidson using words like 'fabulous' and 'extravagant'. Hahahaha! I don't think this would work, somehow. ;-)

      And of course, the design of *everything* must match all the above. No point in being 'fabulous', then using a gothic logo! LOL.

      Connection is truly what it's all about! Emotion sparks psychology, which joins all the decision-making dots...

      Thanks again, pal!!
      Sam :o)

  • RN

    Rajesh Namase

    about 1 year ago #

    We personally experienced this "More brand awareness = More sales", that's why we started focusing more on building the brand value. People will trust you more if your brand value is high. Thanks for this article.

    • EE

      Erik Emanuelli

      about 1 year ago #

      Wise strategy, Rajesh!
      It would interesting if you could share details on this experience! :)
      @namaserajesh

    • SH

      Sam Hurley

      about 1 year ago #

      Awesome to hear your experiences here, Rajesh! xD

      How did you go about focusing more on brand value, rather than specific marketing methods i.e. SEO, PPC etc.? Or was it a combo of such strategies..?

      Thanks so much for reading + sharing!
      Sam :o)

  • RC

    Ravi Chahar

    about 1 year ago #

    Hey Erik,

    Honesty is the first thing people expect from a brand. I have encountered with many reputed companies faking their success rate. Being friendly lets the customer feel comfortable which directly impacts the brand value.
    Thanks for sharing with us.
    ~Ravi

    • EE

      Erik Emanuelli

      about 1 year ago #

      Being honest is the best way to build a brand. It pays off, later.

    • SH

      Sam Hurley

      about 1 year ago #

      Both hugely-important traits, Ravi! As the evidence shows — It counts, massively! <3

      Thanks for reading + sharing your feedback here!
      Sam :o)

  • MA

    Mohd Arif

    about 1 year ago #

    After reading that article understand some very deep points about branding, also like the section where the writer "Sam Hurley" define some popular brand mission and brand downside.. Which is very impressive.

  • VF

    vishal Fulwani

    about 1 year ago #

    Very informative article on branding. i never heard these all types of brand personality. This article gives me more knowledge how brand personality important for every brand.

    Thanks for sharing. Keep sharing good work :)

    • EE

      Erik Emanuelli

      about 1 year ago #

      Branding is essential for any businesses, Vishal!
      Including bloggers, blog and websites.

    • SH

      Sam Hurley

      about 1 year ago #

      So glad yo hear you found it useful, Vishal! :o)

      Thanks for reading + sharing your positive views here!
      Sam :D

  • RK

    Robin Khokhar

    about 1 year ago #

    Hi Erik,
    That's an amazing post to read and learn some new things. And surely we need to focus more on brand startup.
    Thanks for sharing the informative post.

    • EE

      Erik Emanuelli

      about 1 year ago #

      Glad you liked the post, Robin. Thanks for the feedback.
      Sam nailed it with this one!

    • SH

      Sam Hurley

      about 1 year ago #

      Thanks Robin! YES — These personas should be considered and firmed up well before even beginning in business...

      It matters. TONS!

      Cheers again for leaving your feedback here,
      Sam :o)

  • MD

    Mahesh Dabade

    about 1 year ago #

    I never thought like this. So many brand personality types and each one of them is explained in a really comprehensive way. The examples given are real life and that is the reason why the post is engaging. After going through the infographics, I realized that I myself to does online shopping subconsciously. To get the best customer engagement this post is highly recommended one.

    • EE

      Erik Emanuelli

      about 1 year ago #

      It was such a fun read, right?
      What kind of buyer persona are you, Mahesh? @iammvd30

    • SH

      Sam Hurley

      about 1 year ago #

      Cheers, Mahesh! :o)

      I also found the examples fascinating ... These brands are true masters of their trades. If there's anybody to follow as true inspiration, it's them!

      Psychology is so important in branding, and business overall. The discussed personas have a direct impact on customers (and whether people actually become customers in the first place)!

      Thanks for reading, man!
      Sam :o)

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