How the brand communicates and what personality it takes on.

Instructions: Describe the brand’s tone and style of communication, the persona it reflects, and how customers perceive the brand.

Structure:

• Personification: Celebrities, people, or personalities that your brand behaves like.
• Consumer Identity: How the consumer feels when engaging with the brand.
• Brand Archetype: The archetype that best fits the brand’s personality and values.
• Enemy: What the brand stands against.

Here are some examples:

Example 1: Apple

• Personification: Steve Jobs – Innovative, visionary, always pushing boundaries.
• Consumer Identity: Empowered, confident, and innovative.
• Brand Archetype: The Creator – Focuses on innovation, creativity, and individuality.
• Enemy: Stands against outdated technology and design limitations.

Example 2: Coca-Cola

• Personification: Oprah Winfrey – Warm, friendly, bringing people together.
• Consumer Identity: Nostalgic, happy, and refreshed.
• Brand Archetype: The Caregiver – Bringing comfort and happiness, focusing on community and connection.
• Enemy: Stands against isolation and moments of disconnect.

Example 3: Chamberlain Coffee

• Personification: Emma Chamberlain – Relatable, approachable, and laid-back.
• Consumer Identity: Relaxed, connected, and conscious.
• Brand Archetype: The Everyman – Approachable, relatable, and values simplicity.
• Enemy: Stands against unsustainable coffee practices.

Example 4: Nexa Air

• Personification: Bob Vila – Dependable, knowledgeable, and family-oriented.
• Consumer Identity: Secure, comfortable, and cared for.
• Brand Archetype: The Caregiver – Providing safety, comfort, and reliable service to families.
• Enemy: Stands against unreliable HVAC service and high-pressure sales tactics.

Example 5: Cristiano Ronaldo

• Personification: Himself – Driven, hardworking, and inspiring.
• Consumer Identity: Motivated, determined, and inspired.
• Brand Archetype: The Hero – Focused on achievement, strength, and perseverance.
• Enemy: Stands against complacency and lack of ambition