STRATEGIC BRANDING
Down to earth | Supportive | Faithful | Folksy | Person next door | Connects with others
Key Characteristics
Relatability
Every Person brands often emphasize their ability to connect with their customers or clients on a personal level and to understand their needs and concerns.
Ordinariness
Every Person brands often position themselves as ordinary and down-to-earth, and may use language and imagery that evokes a sense of familiarity and comfort.
Accessibility
Every Person brands often emphasize their accessibility and affordability, and may use language and imagery that evokes a sense of inclusivity and openness.
Simplicity
Every Person brands often emphasize simplicity and ease of use, and may use language and imagery that evokes a sense of efficiency and practicality.
Universality
Every Person brands often position themselves as being relevant and useful to a wide range of people, and may use language and imagery that evokes a sense of universality and inclusivity.
Strategy
Use the following strategy in your marketing communications to connect with your target audience.
Suggested color guide for using color to communicate the brand‘s values and attributes.
Connection
Aligning with basic values or creating a welcoming community.
Color
Palette: Friendly, Approachable, Comfortable
Key Colors: Earth Tones, Orange, or Blue
Ikea | Walmart | Gap
Company Examples
Turn Your Brand Personality Into a Clear Identity
Archetypes are just the starting point.
This is where your full identity takes shape.
The Know Who You Are Workshop walks you through the full framework for defining your identity, values, traits, tone, and everything that shapes how your brand shows up.
