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Down to earth | Supportive | Faithful | Folksy | Person next door | Connects with others
Key Characteristics
Strategy
Use the following strategy in your marketing communications to connect with your target audience.
Suggested color guide for using color to communicate the brand‘s values and attributes.
Connection
Aligning with basic values or creating a welcoming community.
Color
Palette: Friendly, Approachable, Comfortable
Key Colors: Earth Tones, Orange, or Blue
Ikea | Walmart | Gap
Company Examples

Turn Your Brand Personality Into a Clear Identity
Archetypes are just the starting point.
This is where your full identity takes shape.
The Know Who You Are Workshop walks you through the full framework for defining your identity, values, traits, tone, and everything that shapes how your brand shows up.
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