BRAND DESIGN RELOADED.
Aylin Ihnen, May 2022
How to identify your brand personality and utilize AI-Assistants & Tools to help design brands & creating content.
Marketing agencies, graphic designers, UX designers, and content creators have already jumped on the trend! They scale their business performance via online tools and make it easy for non-designers to get started creating beautiful designs!
Design — Using Artificial Intelligence
A great brand is more than logos and colors. A brand represents a ‘unique promise’ that you are making to the market. It sets the tone of your relationships with customers and with other key audiences.
Your brand personality helps your audience relate to you on a deeper level.
In this article, I introduce
- a best practice framework to help identify your brand personality to connect with buyers on an emotional level, and
- how online tools, driven by Artificial Intelligence, can assist you to create the visual design elements that consistently resonate with your brand.
What is a brand personality, and how do you tap into yours?
Find out what it is, why it matters, and how to find it.
We all know that starting a business can be challenging in the digital era.
Best practice frameworks are very helpful on the adventurous journey, and digital tools used the right way, can support the creation of the visual elements.
Did you know that 20% of all new businesses fail in the first two years, and only 25% of businesses survive beyond 15 years, with one of the top reasons being “internet presence and marketing” (Deane 2022)?
Brianna Wiest with Forbes goes on to identify that a lack of clarity regarding the products or services being delivered is one of three traits of businesses that fail in their first year (2020) — another vote for effective marketing.
When developing a business, you need strong marketing and organization that carries your branding contract, which you can achieve through a consistent brand personality!
It is critical to make sure that you know your brand personality, the brand story, and how to use that to position your business at your target audiences effectively.
But what is the role of Artificial Intelligence in the process of developing our brand personality?
AI can assist us to create brand aesthetics, the graphic design elements. I will explain this in more detail later in this article.
The Invisible Power: How Universal Symbolism Can Make Your Buyers Feel Connected
To understand how brand personality can intuitively connect buyers to your business, let’s dive into the work of Carl Jung for a moment.
A Swiss pioneer in the field of psychoanalysis, Carl Jung founded the field of analytic psychology (Fordham 2021).
His theories believe that humans use symbolism and motifs as the primary method of understanding ideas that are too complex for an individual to fully comprehend (Jung and von Franz 1964), and he gave us a means of looking at society through personality, archetypes, and the ‘collective unconscious.
This collective unconscious incorporates the whole psychic potential of humanity, and the archetypes within it provide “the basic themes of human life on which each individual worked out his or her own sets of variations” (Stevens 2006). Building upon the work of Jung came Carol S. Pearson, who originally published her twelve archetypes in 1991 (Awakening the Heroes Within Twelve Archetypes to Help Us Find Ourselves and Transform Our World).
Ten years later, with the help of Margaret Mark, she would update her archetypes as an incredible toolset for marketing, especially in the process of brand personality development:
“The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes” (2001).
A brand archetype is an important part of your brand’s personality and will serve as the “glue” holding together all the other pieces of your brand — from the name, the story to color and logo.
This will help you build a harmonious and coherent brand that evokes emotions and instantly connects your target audiences, especially in the virtual digital sphere.
Brand Archetypes: Find the Right One for Your Brand
The Twelve Archetypes and what they stand for!
The archetypes have been so important to businesses that many brand and marketing agencies still utilize the twelve originally outlined in “The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes”.
Explore the archetypes and consider what your brand wants to embody.
The 12 Archetypes Wheel
The Innocent archetype is an Idealist who looks to center their lives around their deeply held values and beliefs.
They are often described as optimistic and will do what it takes to overcome obstacles and instill hope in others.
They seek opportunities to act on their values. As organizations, they are known to persevere amidst challenges and act strongly according to their principles.
The Everyperson archetype can be described as a person with Realistic expectations and approaches that are fundamental to the Realist. They anticipate problems to avoid them pre-emptively. Utilizing empathy and humility, they motivate others to succeed while being inspired to do their part as a team member.
The Hero is also known as the warrior archetype. When there is a challenge to overcome, a Warrior is who you want. They strive for success through focus and tenacity — often against the odds. This attitude is also infectious amongst their peers.
As an organization, they are known to have consistent results from strong teams and frameworks.
The Outlaw, also known as the Rebel or Revolutionary, does things differently than the status quo. If they think things need to be different, they look for new and innovative ways to do it. They are excellent at taking a system that works and finding ways to take it to the next level.
Radical ideas and products are the trademarks of a revolutionary firm. They love changing how things are done and are not afraid to stand out as different.
The Explorer, also known as a Seeker, is always looking for new perspectives. Often exploring new ideas, they are independent and curious while encouraging others to do the same.
Individuality and opportunities for growth are important to the seeker organization, as is being at the forefront of trends in their field.
Original and inventive ideas are core to the Creator. They like seeing an idea come to life and encourage creativity in others.
Unique products and services are indicative of the creator business, as are new solutions or expressive means.
A Ruler loves being a good leader where, no matter how complex the situation, they oversee and orchestrate for the better. They require confidence to maintain charge of a situation and use it to motivate others around them.
A Ruler organization thrives on the use of power to better a given situation and simplify chaos.
Magicians use their excellent intuition and ability to inspire others to realize their visions. It is common for them to help others believe that anything is achievable, which is especially useful in transition periods.
A firm that embodies the magician is generally good at flipping challenges into opportunities, being flexible, and creating positive outcomes for everyone.
Lovers are about fostering their relationships through passion and commitment. They look to create supportive decision-making processes and encourage those around them to use their gifts.
Lovers value the richness of life. Within a Lover entity, developing partnerships with clientele and within the organization is important, as is the work-life balance.
Caregivers want to make a difference in the lives of others. Often operating from a place of compassion, the Caregiver is a nurturer. They motivate others to care for others through their exemplary service to others.
When a group is the Caregiver, it makes a firm commitment to others and provides a strong feeling of security, and value to its employees.
The hallmark of the Jester is ingenuity and wit. They value fun, spontaneity, and humour in any situation. They are particularly effective in times of stress when lightening the mood is a key to moving forward.
Organizationally, Jesters excel at coming up with ideas and creative problem-solving while maintaining light energy.
The big picture and holistic solutions are important to the Sage. They are known to be wise and introspective while inspiring others to find the truth. The advancement of knowledge surrounding an issue keeps a Sage going.
Sage groups are often honed specialists with the expertise to accumulate and analyse data, which leads to the advance of that field.
The Brand Archetypes as a foundation to create your Brand Design
Once you have a sense of the three archetypes (primary, secondary, tertiary) that will shape your brand personality, you still need to mold it into the visual appearance of your brand.
Each brand archetype has different color palettes, typography fonts, and designs that are appropriately suited to them.
These design elements in marketing are based on the Jungian symbolism theory to evoke a feeling of relatability within your audience. It is key to use the best ones to represent your archetypes!
Previously, one would have to hire a graphic designer to take your brand personality and make it appealing to your audiences by translating the key symbolism of your archetypes into visual elements; however, anybody without a design background now can create a brand design with a small budget (Dodhia 2021).
Perhaps, the most extreme example of how effective AI design can be is that of the designer Nikolay Ironov.
Nikolay was hired as a graphic designer for numerous projects for over a year before the studio revealed that they were an AI designer and not a human (Novytska 2020).
Nikolay highlights that the work of an AI can be as strong as a human designer!
100+ Tools to Design Brand Visuals & More
Utilize Tools & Design Resources for each phase of your vidual Brand Personality development.
From my experience, I know that it’s not easy to create the brand design in the traditional way when you are on a budget and have to do it all by yourself.
Nowadays, there is no magic in this and you actually can do it yourself.
I’ve compiled a list of my favorite tools for the brand- and graphic design for businesses, including tips for making sure that the tools will help you to create a brand that your audience will fall in love with.
No matter if you are an entrepreneur starting a new business, an agency or freelancer looking to scale up your business performance, a UX or web designer looking to expand your online resources, the toolkit I created, can assist you to build brand design all by yourself — with excellent work results.
No matter if you are an entrepreneur starting a new business, an agency looking to scale up your business performance, or even a web designer looking to expand your online resources, the toolkit I created, can assist you to build brand design all by yourself — with excellent work results.
Deane, Michael T. 2022. “Top 6 Reasons New Businesses Fail.” Investopedia. January 10. Accessed February 2022. https://www.investopedia.com/financial-edge/1010/top-6-reasons-new-businesses-fail.
Dodhia, Zaheer. 2021. “Will AI-Powered Logo Tools Drive Designers Out of Business?” Readwrite. November 16. Accessed February 2022. https://readwrite.com/will-ai-powered-logo-tools-drive-designers-out-of-business/.
Fordham, S M Michael. 2021. “Carl Jung.” Encyclopedia Brittanica. July 22. Accessed February 2022. https://www.britannica.com/biography/Carl-Jung.
Jung, Carl G, and Marie-Luise von Franz. 1964. Man And His Symbols. New York: Dell Publishing Company.
Mark, Margaret, and Carol S Pearson. 2001. The Hero and the Outlaw. New York: McGraw-Hill.
Novytska, Kate. 2020. “This Famous Logo Designer Turned Out to Be an AI.” Better Marketing. July 18. Accessed February 2022. https://bettermarketing.pub/this-famous-logo-designer-turned-out-to-be-an-ai-d52011630984.
Pearson, Carol S. 1991. Awakening the Heroes Within Twelve Archetypes to Help Us Find Ourselves and Transform Our World. San Francisco: HarperOne.
— . n.d. “The 12-Archetype System.” Carol S Pearson: Author & Thought Leader on Archetypal Narrative Intelligence. Accessed February 2022. https://www.carolspearson.com/about/the-pearson-12-archetype-system-human-development-and-evolution.
Stevens, Anthony. 2006. “The Archetypes.” In The Handbook of Jungian Psychology, by Renos K Papadopoulos, 74–93. London and New York: Routledge.
Wiest, Brianna. 2020. “Small Businesses That Fail In The First Year Always Have These 3 Things In Common.” Forbes. January 24. Accessed February 2022.
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