Creative Orion as a leading branding agency in India helping build humanise brands. In today’s article, I’m writing why brands should build humanise brands and how to do that.
Why do we have brand personalities? Why do we have brand personas and brand archetypes? Before we talk about branding, especially when we talk about logos, colours, and strategy, we need to understand the fundamentals first.
People don’t connect with businesses. They connect with personalities and behaviour. And that is why all brands should humanise.
So let’s break this down properly.
Why should you humanise your brand?
Humanising brands is very important to connect with the right personas, the right audience.
Let’s have an example to understand this in detail.
Let me ask you something.
When you think about Nike, what is the first thing that comes to your mind? The answer is performance or victory or comfort. Right?
And what about Apple? What is the first thing you think of when you interact with Apple or think about Apple?
The answer is creativity, innovation, and simplicity, right?
So these are human personalities, human traits. But here you are thinking of these human traits when you are thinking about a brand. So that is the power of humanising any brand. All these big brands humanise themselves so that people with the same personalities can relate to them.
One more reason why brands are humanising their branding is because they understand this human trait that humans trust humans. Our brains are wired for relationships. We instinctively try to answer these questions in our brains like, can I trust this? Is this for me? Does this connect with me ?
When your brand feels human, clear in personality, tone, emotions, and values, your audience responds naturally. They feel connected. On the other hand, if it feels more corporate, more robotic, more, you know, unnatural, they start disconnecting.
Now you understand why you should humanise your brand.
Now the second question is –
The answer is creativity, innovation, and simplicity, right?
As a professional branding agency in India, we help brands to humanise.
Here is the strategic way of humanising your brand.
The first thing that comes is a brand archetype. Finding the right brand archetype is most important in humanising the brand. Now this concept of brand archetypes comes from a psychologist called Carl Jung, who identified universal personality patterns that humans instantly recognise. And these patterns appear in stories and characters.
For example, Harry Potter – The hero.
Willy Wonka -The magician.
The Joker – The outlaw. So we understand these personalities immediately. And brands started using this psychological framework.
Over the period of time brands understood the power of psychological framework to build their brand archetypes.
There are 12 different archetypes. You can choose your personality out of these brand archetypes. You need to find out which is the relevant brand archetype for your brand, considering your industry, your brand purpose, your audience, your values, your vision, mission.
List of 12 Brand Archetypes (Your Personality Options)
- The Hero
Bold. Inspiring. Achievement-driven.
Example: Adidas - The Sage
Wise. Informative. Expert-led.
Example: Google - The Creator
Imaginative. Visionary. Expressive.
Example: LEGO - The Ruler
Premium. Powerful. Controlled.
Example: Mercedes-Benz - The Explorer
Adventurous. Independent. Free.
Example: Jeep - The Caregiver
Supportive. Compassionate. Protective.
Example: Johnson & Johnson - The Lover
Passionate. Emotional. Sensory.
Example: Chanel - The Outlaw
Disruptive. Bold. Rule-breaking.
Example: Harley-Davidson - The Innocent
Optimistic. Pure. Honest.
Example: Dove - The Jester
Fun. Playful. Entertaining.
Example: M&M’s - The Everyman
Relatable. Friendly. Down-to-earth.
Example: IKEA - The Magician
Transformational. Visionary. Inspiring.
Example: Disney
The archetype you choose will help you build your brand personality. You should adhere to cohesive visual alignment based on the chosen personality/archetype across all touchpoints. Make sure a professional branding agency or in-house team works to define your brand archetype.
About Creative Orion : Creative Orion is a professional brand and logo design agency in India helping business in their branding and designing needs.
