Your solution is great. But so are your competitors’. So you develop your solution a bit further to gain an advantage and to stand out. And your competitor does exactly the same. In the post-USP era, brands must connect on a deeper level with their audiences to win.
Some brands find their way into people’s hearts and create that deeper connection. It doesn’t matter if another brand is cheaper, smarter, or makes better products. If you love Oatly, Nick’s, or Volvo, it’s hard to switch to another oat milk, chocolate, or car brand—no matter how strong the rational arguments may be.
A brand’s personality reflects its values and core beliefs. It comes through in the way the brand behaves, speaks, looks, and communicates. It’s the distinct set of traits that makes a brand recognizable – and different. And in a market where real USPs no longer exist, a strong brand personality may be the greatest competitive advantage.
Recently, we got together with QBank—a Nordic SaaS for digital asset management—to embark on a journey to define their brand personality as a foundation for further brand development. In two extensive workshops, we gathered in the studio to explore traits and visualize the brand’s personality.
We worked with the “Brand Archetypes” model based on psychologist Carl Jung’s ideas about human archetypes. This framework allowed us to explore not only different personalities but also to discover how the future brand could sound, look, and act in a highly tangible way.
By working with personality as a key differentiator, we found a rich platform and clear direction for brand design and concept development. This approach can help QBank accelerate their transition into a modern, emotive brand—a brand that connects beyond benefits or price. Personality matters.