7 Great Examples of Brand Personas

A brand persona is the personality of your organization to its audience. It involves creating an idealized representation of the brand as if it were a person, with unique traits, values, and behaviors. The purpose is to make the brand more relatable and appealing to the target audience. Attributes like personality traits, values, tone of voice, appearance, and understanding of the target audience play an important role in defining the brand persona.

In the ever-evolving world of marketing, creating a strong and relatable brand persona has become a crucial element of any successful branding strategy. When executed effectively, a brand persona can foster stronger emotional connections with consumers and drive brand loyalty.

When talking about brand personas it is unavoidable to mention “archetypes”. Archetypes are models of people, behaviors, or personalities that transcend cultures and appear in stories across the world. In marketing, archetypes are all about finding the soul of your brand and then expressing it in ways that tap into universal feelings and instincts among people. They tell you what kind of principles are attractive to the audience, and what tone of voice to use.

Let’s explore seven great examples of brands that have mastered the art of creating compelling brand personas with respective archetypes.

1. Apple – The Visionary Pioneer

Apple, one of the world’s most valuable companies, has built an iconic brand persona as the visionary pioneer of technology. With Steve Jobs as the face of the company, Apple positioned itself as an innovative and forward-thinking brand. Of course, with this positioning in mind, it is easy to say that The Creator archetype is the one that matches Apple. The Creator is the one who wants to realize a vision and create things with enduring value.

By consistently delivering innovative products and presenting itself as a pioneer in the industry, Apple’s brand persona resonates with those who aspire to lead a progressive lifestyle.

2. Nike – The Motivated Athlete

Nike, a global leader in athletic footwear and apparel, has successfully crafted a brand persona as the embodiment of motivation and achievement. The brand consistently features athletes from diverse backgrounds in their marketing campaigns, celebrating their dedication and relentless pursuit of greatness. Nike’s tagline, “Just Do It,” encapsulates the brand’s persona perfectly, encouraging customers to push their boundaries and reach their full potential. This encouragement brings to mind The Hero archetype who will face any challenge, is courageous and undaunted.

By aligning its values with those of aspiring athletes, Nike has fostered a loyal following that extends beyond the sporting world, as a driver of change.

You can also read more in our Nike case study: A Nike Case Study

3. Coca-Cola – The Timeless Optimist

Coca-Cola, one of the world’s most recognizable brands, has positioned itself as the timeless optimist. Its brand persona revolves around the themes of happiness, sharing moments, and bringing people together. When happiness is the theme then the archetype is The Innocent, which revolves around wanting to make people happy and provide a safe and comfortable experience.

Through heartwarming advertisements and iconic holiday campaigns, Coca-Cola has established an emotional connection with consumers of all ages. By tapping into feelings of nostalgia and universal joy, Coca-Cola has maintained its status as a beloved brand for generations.

4. Airbnb – The Local Insider

Airbnb, a disruptor in the travel and hospitality industry, has crafted a brand persona as the local insider. By encouraging travelers to immerse themselves in authentic local experiences, Airbnb differentiates itself from traditional hotels. The company’s branding emphasizes community, trust, and personal connections between hosts and guests. Through their “Belong Anywhere” campaign, Airbnb has successfully positioned itself as a platform that offers not just accommodation but a chance to experience the world like a local.

The way how Airbnb combines exploration with local intimate experiences translates into a combination of two archetypes: The Explorer and The Lover.

5. Patagonia – The Eco-Warrior

Patagonia, an outdoor apparel company, has built its brand persona as the eco-warrior dedicated to environmental sustainability. By prioritizing environmentally friendly practices and promoting responsible consumerism, Patagonia has attracted a loyal customer base of environmentally conscious individuals. Patagonia is a great example of The Explorer archetype, who wants to explore new possibilities and is authentic. In addition, you can observe The Caregiver archetype as the brand genuinely cares about the world.

The brand's commitment to social and environmental causes extends beyond marketing; It actively supports environmental initiatives and donates a percentage of its profits to conservation efforts. This authenticity has solidified Patagonia's brand persona and garnered respect from consumers worldwide.

6. Google – The Knowledgeable Guide

Google, the world’s most popular search engine, has created a brand persona that epitomizes knowledge and expertise. The persona is portrayed as a reliable guide, always ready to provide answers and solutions to user’' inquiries. The archetype the Sage uses intelligence and analysis to understand the world. Google is all about intelligence, wisdom, and connectedness, and considering this, it becomes clear that the archetype Sage encapsulates the soul of the brand.

By consistently delivering relevant and accurate information, Google has become synonymous with reliable knowledge and is an integral part of people's everyday lives.

7. Dove - The Advocate for Real Beauty

Dove, a personal care brand, has created a brand persona as the advocate for real beauty. By promoting body positivity and inclusivity, Dove has taken a stand against traditional beauty standards. Through powerful campaigns like "Real Beauty Sketches," Dove has encouraged women to embrace their uniqueness and redefine beauty on their terms. This empowering message has struck a chord with consumers and has contributed to Dove's lasting impact on the beauty industry. The Innocent archetype is greatly visible in Dove’s campaigns and messaging.

Conclusion

The seven great examples of brand personas discussed in this article demonstrate the power of crafting a unique and relatable identity. Whether it's through innovation, motivation, optimism, local experiences, sustainability, humor, or advocacy, these brands have successfully forged deep connections with their target audiences. Archetypes are great tools to resonate with target audiences. It sets the tone of voice and helps the brands with the right positioning. If you want to learn more about how to work with archetypes, please contact us. We would be happy to show you more about it with the help of the Glocalities Insights Platform.

In the competitive landscape of modern marketing, a compelling brand persona can set a company apart and leave a lasting impression on consumers. As the marketing landscape continues to evolve, the importance of a well-defined and authentic brand persona will remain an integral part of any successful branding strategy.

To further explore how brand personas can impact your marketing strategy, check out our comprehensive resource;

Why Companies Need Strong Brand Positioning Strategies

Martijn Lampert

Research Director

Mash Muravina

Research Consultant

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