Brand
Brand personality
It’s infinitely more effective—and fun—to write for a brand when you know its unique personality.
But while adjectives and examples are a good way to convey brand voice and tone, brand personality is a bit more abstract.
That’s why we’ve chosen to characterize our brand with the use of archetypes and personas.
Our aim is to bring the Sprout brand to life with the use of a more human, relatable creative muse.
Brand archetype
Archetypes have been proven to help craft brand personality, functioning as a “true north” for brand behavior and voice.
They can also create emotional associations for consumers and help personify a company’s external and internal beliefs and values.
In the brand context, there are twelve primary archetypes. Sprout’s brand archetype is The Hero.
The Visionary Hero
Goal
Dedicated to leading and inspiring others to overcome obstacles and achieve higher goals, even if it goes against the grain of convention.
Marketing niche
As a hero brand, you position yourself as a source of inspiration and strength. Your customers will seek empowerment and motivation and the confidence to overcome their own challenges.
Traits
Daring, confident, willing to take risks, strong, determined, bold, brave, resilient, competitive, inspirational, and empowering
Brand persona
Similar to a buyer or customer persona, a brand persona is a fictional representation of your brand derived from your company values, voice and tone and brand archetype. Writing with this brand persona in mind can help further inform choices around voice, tone and language. Sprout’s brand persona is The Pacesetter.
Sprout: The Pacesetter
The Pacesetter leads with the perfect blend of innovation and authority, leaving a lasting impact wherever they go.
They are never content with the status quo and possess an innate drive to challenge limits, inspire transformation and lead by example.
The Pacesetter doesn’t strive out of selfish ambition. They aren't setting the pace so they can finish first, they're setting it so others can push themselves to exceed their own expectations.
This altruism is a signature trait that reflects our unyielding commitment to put our customers and their goals at the center of everything we do.
Sounds like...
Assertive, provocative and energizing