Chapter 4: Give Your Brand a Soul: The Power of Personality

Ever find yourself passionately defending a brand in a heated debate?  Maybe it's iPhone versus Android. I for one am a devoted user of the Google-based suite of business tools. I’m writing this book in Google Docs as we speak. But I’m also drafting it on my MacBook. And when it comes to my iPhone, you’d have to wrestle it from my cold dead hands before you get me to switch to an Android phone.

That fierce brand devotion doesn't happen by accident. It's the magic of brand personality – the voice, attitude, and style that makes a company feel like more than just a logo and a product.

Take Dos Equis, for example.  Their iconic "Most Interesting Man in the World" campaign is one of the best examples you can find of differentiating an otherwise commodity product – a lager style beer, like Coors, or Bud, or Corona. And their differentiation is based purely on personality. There was a ton of outside the box thinking behind that campaign. You won’t find them talking about their hops, or fermentation style. And, rather than featuring young good-looking types smiling and high-fiving around a barbecue pit, they featured a 70-something Hemingway archetype.

“His blood smells like cologne. His hands feel like rich, brown suede. The police often question him, just because they find him interesting. He is . . . the most interesting man in the world!”

That campaign is more than just about selling beer; it’s about crafting a personality – sophisticated, adventurous, undeniably intriguing. You might not all live the life of the world's most interesting man, but Dos Equis makes you feel like you could, at least for the length of a frosty beverage. Further, by positioning Dos Equis as an occasion beer – one that would accompany remarkable settings and circumstances – it invited us to reconsider our beer choice, and ask ourselves if we should step up our game.

Whether you're selling beer, business software, or something entirely different, the same core principles of brand personality apply. Let's explore the power of Archetype, Point of View, and Voice.

Archetype: Find Your Brand's Inner Compass

Carl Jung, a renowned Swiss psychiatrist from back in the day, theorized that archetypes are universal, inherited patterns of thought and behavior residing in the collective unconscious. In other words, archetypes are much like idealized characters, if we had to batch all possible characters into just 12 buckets. The reason they’re so useful is that they represent deeply rooted motivations, desires, and ways of perceiving the world – and anyone can relate to the types.

The problem is that companies aren’t people, and when there’s no unifying ‘role’ that everyone in the company plays, the company’s personality, and thus its motivations, can be confusing to customers. The reason archetypes are so useful in messaging is that they provide a framework for crafting narratives that can resonate deeply with our shared human experience. They help the buyer understand the role the company plays in relation to their own personal journey.

Check out the archetypes below.

Now imagine this.

You are the founder of a SaaS startup that’s starting to scale. Managing cash utilization and cash flow is paramount – you need to watch your burn rate like a hawk. As a founder, you’re using the Profit First model to manage your money. You also think you’ll need to raise new money in about 8 months. Where do you bank? If you’re like a lot of startups, you might turn to Mercury, a company that provides online banking specifically for startups. Check out the top of their website below. What archetype do you think they are based on what you see?

They talk about ambition, transformation, and then have a disclaimer that they are NOT A BANK, but rather a financial technology company. It sounds like they are cutting against the grain, doesn’t it? There are aspects of both the Rebel and the Creator there.

Now let's imagine that they have chosen Creator as their archetype (because a Rebel is a little too dangerous to trust with your financial operations). As a Creator, their strategy is to create a perfect product, and the way they do that is through creative problem solving.  Well, if their ruling principle is to think differently, and to solve problems using creativity, it would also be fair to imagine that their customer service experience is a little more creative than at an average bank, wouldn’t it?

You can see how adopting the Creator archetype would impact everything they do . . . and everything they communicate both verbally and otherwise.

Why Archetypes Matter in Messaging

1. Emotional Shortcut: Archetypes help you speak to your audience's desires and fears without explicitly stating them, building trust and rapport.
2. Differentiation: A strong archetype sets you apart from competitors offering functionally similar products/services.
3. Consistency: An archetype becomes a guiding principle, informing your brand visuals, storytelling, and tone of voice

Bear in mind, archetypes aren’t a one-size-fits-all solution. You might identify 2 archetypes that represent your company and take a hybrid approach. The important thing is to be thoughtful about your company motivations and perspective, and to communicate them clearly to your teams.

By the way, if you want to explore Brand Archetypes even further, and drill down to sub archetypes, I recommend the excellent book Archetypes in Branding by Joshua Chen and Margaret Hartwell. At Motive3 , we use the principles they’ve laid out extensively in our work with clients.

Point of View: Own Your Corner of the Conversation

A strong point of view (POV) means taking a distinct stand on an issue relevant to your industry or your customers. It's about clearly defining what you believe in and what sets you apart. Denise Yohn , a leading brand strategist, suggests framing your POV as  "the prevailing thinking is X, but we believe Y." This simple formula positions you as the challenger, the thought leader, and the brand with a unique solution. (See her HBR article here.)

Why does a strong POV matter? Because without one you will blend into your category. Playing it safe won't cut it. A bold POV positions your brand as an authority, attracting customers who share your values. It sparks conversations, inspires debate, and acts as a launchpad for compelling content that positions you as a leader, not just another follower.

Consider Salesforce. In its early days, their POV centered on the idea that traditional CRMs were too complex.  Salesforce championed ease-of-use and a focus on democratizing technology for businesses of all sizes.  This POV propelled their growth and fueled their reputation as disruptors. It resonated strongly, fueling their explosive growth. However, as they matured and began serving larger enterprise clients they faced a problem. They became the category leader and their product offerings became more complex, challenging their earlier point of view. They now state that they are the world's most trusted ‘customer company’ and their point of view is more broadly about uniting marketing, sales and service. This evolution highlights how even a strong POV might need refinement or evolution as a company scales and addresses new market segments.

Here’s another example. The prevailing thinking around watches is that they're simply functional tools for telling time. But Rolex believes a watch is a statement piece, a symbol of refinement and achievement. Timex, on the other hand, aligns with the belief that watches should be accessible and reliable for everyone. Remember the campaign from the 70’s that proclaimed “it takes a licking but keeps on ticking”? That campaign was brilliant at expressing that Timex was for the everyman. This contrasting POV exemplifies how even within a single industry, brands can stake out unique positions and appeal to vastly different audiences.

Voice: More Than Tone – It's Your Brand's Attitude

While tone of voice (e.g., formal vs. casual) is important, your brand's voice runs deeper. It's the unique combination of words, sentence structure, and overall style that reflects your archetype and point of view.

Renowned brand expert, Sally Hogshead , believes that every brand has a primary "fascination"  – a core way of communicating that makes them captivating.  Her framework offers valuable insights for finding your unique voice. (Her book Fascinate, How to Make Your Brand Impossible To Resist should be on your bookshelf).

She breaks down seven ‘languages’ of fascination that drive a brand’s voice.

1. Innovation: Brands that excel in Innovation are forward-thinking, embrace change, and introduce what's new and exciting. Their language is often focused on progress, disruption, and revolutionizing industries.

1. Passion: Passionate brands evoke strong emotions, connect on a personal level, and inspire enthusiasm.  Their language is often filled with bold statements, expressions of deep belief, and calls to action.

1. Power: Brands that excel in Power command authority, project confidence, and offer a sense of control.  Their language is often direct, assertive, and reflects a position of leadership.

1. Prestige:  Prestige brands create an air of luxury, exclusivity, and refinement. Their language is often elegant, sophisticated, and emphasizes high quality and craftsmanship.

1. Trust:  Brands strong in Trust foster a sense of dependability, reliability, and honesty. Their language is often straightforward, reassuring, and communicates transparency.

1. Mystique: Brands with Mystique cultivate intrigue, spark curiosity, and leave some things unsaid. Their language might use hints, metaphors, and a touch of the unexpected.

1. Alert:  Brands focused on Alert emphasize practicality, reduce risk, and often highlight safety or security benefits. Their language is often clear, concise, and may offer warnings or solutions to problems.

It’s important to note though, that many companies will have a combination of these fascinations. For example, take the Oura ring which has become a status symbol for the fit and fancy. The Everyman might see it as just another fitness tracker, but for devotees it expresses Innovation and Prestige. It emphasizes cutting-edge technology, precise data tracking, and empowering users with insights about their bodies, while also representing a premium product with a focus on exclusivity and improved quality of life. The Oura ring starts at $299 and requires an additional monthly subscription. The most basic Fitbit can be purchased for around $40.

Why Voice Matters

A strong and distinct voice is essential for businesses to stand out and connect with your target audience. It's more than just the words you use; it's the unique combination of tone, style, and cadence that reflects the company's values, mission, and culture. An intentional brand voice enables businesses to create a consistent and memorable experience for their customers across all touchpoints and attract like-minded customers.

To find your brand voice (or design it), start by looking at your existing communication materials. What adjectives would you use to describe how you currently sound? Consider having an AI analyze several pieces of your content to find a prevailing voice. Also, don’t forget to analyze your competitors' voices as well. You don’t want to be a copycat. How do your competitors speak to their audience? What can you do to set yourself apart? You might even consider looking beyond your industry. Are there brands (even those in vastly different markets) whose communication style you admire?

Your Brand Personality Homework

Understanding Your Archetype

• Archetype Exploration: If you haven't already, take some time to explore the 12 common archetypes. Consider which ones resonate with your brand's core promise and target audience. Identify your most likely primary archetype and potential supporting archetype.
• Competitive Analysis: Examine brands within your industry. Which archetypes do they seem to embody? How does this impact their messaging and perception?

Defining Your Point of View

• The Prevailing Thinking: Write down 2-3 common beliefs or assumptions within your industry.
• Your Counterpoint: Using Denise Lee Yohn's framework, draft your brand's POV statement for each prevailing belief. (Example: "The prevailing thinking is X, but we believe Y.")

Finding Your Voice

• Fascination Reflection: Think about your brand promise, archetype, and point of view. Which of Sally Hogshead's seven fascinations (Innovation, Passion, Power, Prestige, Trust, Mystique, Alert) best aligns with these core elements? Consider a primary and potential secondary fascination.
• Current Voice Assessment: Analyze your existing marketing materials. Which fascinations seem to be most present in your current communication style?
• Voice Ideals: Keeping your target audience in mind, which additional fascinations might you incorporate to strengthen your voice? How would you express these qualities in your messaging?
• Inspirational Brands: Identify 2-3 brands (in any industry) that exemplify your desired primary and secondary fascinations. Analyze how they use language to captivate their audience.

Additional Reflection

Now that you've explored these three components, consider:

• Alignment: Do your archetype, POV, and voice choices feel authentic and cohesive? Are there adjustments you might need to make?
• Application: How could understanding your brand personality guide the creation of specific messaging pieces (e.g., website headline, product description, social media post)?

In Summary

At its core, a truly authentic personality is born from deep self-knowledge, rooted in your archetype, expressed through a distinct POV, and communicated with a consistent voice. When authenticity shines through, your brand feels more human, relatable, and trustworthy – all increasingly important qualities in a world saturated with AI-generated content. A well-defined personality shapes everything from your website copy to how your customer service team answers the phone.