Articles on: Brand DNA

Brand Personality

Brand Personality


Brand Personality is how your brand feels: the character behind the words. It's the difference between a clinical software company and a witty one selling the same product.


Mavic uses your Brand Personality on every piece of content it writes for you. A clear personality is what stops outputs from sounding like generic AI.


Where to find it


Go to Brand DNA → Brand Book → Personality.


The section has two tiles:


  • Archetype: your brand's character in a name and a short description. If Mavic suggested it, Why this? explains the choice.
  • Brand traits: a few traits, each with a description and a weight. The weights draw the radar chart.


Adding a personality


If the section is empty, click the + in the tile (Add personality). If you already have one, click the pencil on either tile (Edit Personality or Edit Brand Traits).


In the drawer:


  1. Personality name: your archetype, for example "The Trusted Guide".
  2. Description: three or four sentences on how the brand sounds and behaves.
  3. For each trait, fill in Name, Description and Weight (%) (how strongly the brand shows it, 0–100). Click Add trait for another, or the bin to remove one.
  4. Click Save.


To start again, click the bin on the Archetype tile (Delete Personality).


Need help writing it?


Ask Mavic in chat, for example: "Suggest a brand personality for us, with an archetype and four traits." Paste the parts you like into the drawer.


Or open Workflows in the navigation and search for "personality" to run a guided form.


Brand Strategy workflows (Brand Personality, Writing Style, Ban List)


Choosing an archetype


Carl Jung's 12 archetypes are a useful lens for naming your brand's character. Most agencies and marketers use them:


  • Innocent
  • Sage
  • Explorer
  • Outlaw
  • Magician
  • Hero
  • Lover
  • Jester
  • Everyman
  • Caregiver
  • Ruler
  • Creator


Pick the one closest to you, then make it your own in the Personality name and Description. "The Sage" is a start; "The patient teacher who explains the science without the jargon" is better.


Write your own


Be specific in the Description:


Confident but not corporate. We crack jokes but never about our customers. We use plain English and avoid jargon. We're optimistic and forward-leaning.


Three or four sentences like this is enough.


Tips for a strong personality


  • Be specific. "Friendly" is too vague. "Friendly like a barista who remembers your usual order" is useful.
  • Include what you're not. Negatives are powerful: "We are not stiff. We do not use the word 'leverage'." Put words you never want to see on your Ban List too.
  • Weight your traits. Give the highest weight to the trait that defines you most.
  • Test it. Ask Mavic for a post and read it aloud. Does the voice match what you wrote?


How to know it's working


Compare a post Mavic wrote before you set your personality with one written after. The before will feel generic. The after should feel pointed: the kind of thing only your brand would say.


If the difference is subtle, your description is probably too generic. Edit it and add specifics.




Updated: November 2026

Updated on: 01/11/2026

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