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When somebody has an amazing character we’re drawn to them. We need to be with them as a result of they make us really feel good. A model’s character works the identical manner. Manufacturers, similar to people, have character traits that assist make them relatable, mirroring the traits you worth. Let’s discover additional what a model character is, why a model character issues, and the right way to create your model character.

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What Is A Model Character?


A model character may be outlined because the set of human traits related together with your model. It’s communicated by way of tone of voice, visuals, and even insurance policies. They’re expressed as adjectives that convey the way you need folks to understand your model. For instance, is your model cheerful, humorous, pleasant, youthful, progressive, spirited, reliable, accountable, credible, subtle, rebellious, crafty, highly effective, trustworthy, and so forth? Here’s a listing of 200+ adjectives to get you began.

Let’s have a look at an instance. Coca-Cola is taken into account actual and genuine whereas Pepsi tends to be younger, spirited, and thrilling, and Dr. Pepper is seen as nonconforming, distinctive, and enjoyable. Supply.

A model can be described by demographics (age, gender, social class, and race), way of life (actions, pursuits, and opinions), or human character traits (extroversion, agreeableness, and dependability). Supply.

For instance:

  • If Harley Davidson have been an individual? It will be a person. Lululemon? A lady.
  • Tesla can be progressive whereas Pink Cross can be conventional.
  • Kylie Cosmetics would dwell in a mansion and Goodwill would hire an condominium.

Why Does Model Character Matter?


In case your model neglects to outline its character, relaxation assured that folks will type their very own perceptions of you whether or not you prefer it or not. Take management of your model by creating a well-defined model character. Here is why…

  1. Develops An Emotional Connection: In accordance with Harvard professor Gerald Zaltman, “95% of buy determination making takes place within the unconscious thoughts.” Individuals purchase emotionally, even when they don’t notice it, after which justify their selections rationally. Manufacturers that current themselves in a human and private manner will do higher than manufacturers that depend on details and figures.
  2. Drives Aggressive Differentiation: A model character is a vital consider differentiating you out of your rivals, particularly when manufacturers are comparable with respect to product attributes.
  3. Guides Communication: A model character assertion gives depth and texture that make it simpler to maintain the communication effort heading in the right direction. Supply. In actual fact, your model character can assist reinforce the best way you talk your story and message to your viewers.
  4. Enhances Model Loyalty: As clients get to know and love your model character, their connection to your model grows stronger, similar to attending to know a brand new buddy higher. Over time and constant communication, you’ll construct robust model loyalty.

How To Create A Model Character


There are three approaches on the right way to discover your model character; use the one that most closely fits your wants.

Let’s first have a look at Jennifer Aaker’s Dimensions of Model Character framework which accommodates 15 traits organized into 5 components.


  • Sincerity (Dove, Volvo, Hallmark)
    • Down-To-Earth: family-oriented, small-town, typical, blue-collar, all-American
    • Sincere: honest, actual, moral, considerate, caring
    • Healthful: unique, real, ageless, traditional, old style
    • Cheerful: sentimental, pleasant, heat, joyful
  • Pleasure (BuzzFeed, Nike, Pink Bull)
    • Daring: stylish, thrilling, off-beat, flashy, provocative
    • Spirited: cool, younger, vigorous, outgoing, adventurous
    • Imaginative: distinctive, humorous, stunning, creative, enjoyable
    • Up-To-Date: unbiased, modern, progressive, aggressive
  • Competence (SpaceX, Rolex, Microsoft)
    • Dependable: hardworking, safe, environment friendly, reliable, cautious
    • Clever: technical, company, severe
    • Profitable: chief, assured, influential
  • Sophistication (Chanel, Dolce & Gabbana, Apple)
    • Higher Class: glamorous, handsome, pretentious, subtle
    • Charming: female, clean, horny, light
  • Ruggedness (REI, Outdated Spice, Harley-Davidson)
    • Outdoorsy: masculine, Western, energetic, athletic
    • Powerful: rugged, robust, no-nonsense

Listed below are three steps to creating your model character below this mannequin:

  • Brainstorm: Start by brainstorming a listing of character traits (here is a listing of 200+ adjectives to get you began) that finest characterize your model. Group these traits below one of many 5 model character dimensions. For instance, journey, exploration, and self-discovery characterize Patagonia and fall below Ruggedness.
  • Charge: Charge every model character trait on a scale from one to 5. One being the least descriptive and 5 being probably the most descriptive of your model. This course of helps decide which of the model character traits represents your model probably the most.
  • Manage: Manage your findings to see the place your model charges on a scale from excessive to low. Decide the place your model ought to focus inside the 5 model character dimensions.

Subsequent, is Model Archetypes Framework by Carl Jung. Carl Jung believed that archetypes have been fashions of individuals, behaviors, or personalities, thus making them extra recognizable and relatable to focus on audiences. Jung recognized 12 archetypes. The concept is that any model can relate to one of many 12 archetypes that assist outline the model.


As you consider the Model Archetypes Framework, begin by eager about the next:

  • Does your model join with one of many archetypes higher than one other?
  • What character traits do your clients are inclined to worth and aspire to?
  • What model archetype feels proper?
  • Ensure that your model messaging helps your model character.

Lastly, there’s the Combo Model Archetypes & Model Character Frameworks. This mannequin combines the Model Archetypes and the Dimensions of Model Character Frameworks talked about above.


The pliability of this methodology lets you create your individual framework utilizing your finest judgment.

In conclusion, your model character is among the strongest strategic instruments to humanize your model. Defining your model character will provide help to make higher selections throughout every facet of your enterprise. Begin constructing your model management at this time. You’ve bought this!



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