The Enneagram and your brand
Branding And The Enneagram? Find Your Business’s Personality Type And Use It To Your Advantage.
If you feel befuddled with the idea of developing a personality for your brand, you’re not alone. And if your brand feels like it lacks direction, there’s a surprising new source of help: the Enneagram.
The Enneagram can be a great resource for your brand. I’m a 1w2, by the way.
And if that statement up there looks like an alien language to you….where have you been?!
Just kidding. If you tend to avoid social media (#jealousofyou), you may be unfamiliar with the Enneagram. It’s also a lot of information to digest in the beginning.
In this article, you’ll learn what the Enneagram is and how branding with it can help you find your brand voice, resonate with your target audience, and stand out from your competitors.
What Is The Enneagram? (Psst. It’s More Than A Personality Test.)
The Enneagram is a well-established psychological framework that details the nine universal human personalities found in people everywhere in the world. It’s often used as a tool for personal growth and development, but it can also be an effective marketing strategy when used intentionally as part of your brand strategy.
As part of your brand personality framework, the Enneagram can help you clarify your brand’s unique personality, of course– but it can also be used to help you better understand your brand’s target audience!
When you know your target audience’s Enneagram type, you can tailor your communication to align more effectively with their interests and concerns, making them more receptive to your message.
By identifying which one of these nine different types your brand falls under, you’ll likely open up new ways of seeing your business —and your customer/clients. Let’s break it down further.
The Enneagram And Your Ideal Clients
You might be saying right now, “Well, Alicia, that all sounds well and good, but HOW do I find out my ideal client’s Enneagram type? Do I have to send a survey or something?”
Actually, finding out where your ideal client falls on the Enneagram chart is incredibly EASY.
According to a research study done on the Enneagram, people are more likely to purchase from or work with a brand if its personality is similar to their own.
So your ideal clients and customers are ones that match your brand’s Enneagram number, but it doesn’t stop there. The Enneagram is not a locked-in personality system. It’s fluid, so you have numbers that you move to in stress and in stages of growth.
So in accordance with this, your brand’s personality will appeal to consumers in the corresponding Enneagram stress and growth numbers.
To make it easy for you, I’ve included those numbers in your brand’s target audience below. Now let’s go over the 9 Brand Enneagram Types.
The 9 Brand Enneagram Types
Enneagram 1: The Purpose-Driven Brand
“Next To Doing The Right Thing, The Most Important Thing Is To Let People Know You Are Doing The Right Thing.” – John D. Rockefeller.
People with an Enneagram 1 type personality are motivated by a desire to be good, right, or correct. Similarly, Enneagram 1 brands are purpose-driven, highly principled, and committed to integrity.
If your brand maintains a high attention to detail and is purposeful in everything you do, you may be leading an Enneagram 1 brand. You have a strong sense of what is “right” and “wrong” and that sense of integrity guides the service your brand provides.
You’re likely to love schedules, structure, and doing things “by the book” – and that’s part of your appeal. Customers and clients come to you for the high expectations you set for yourself because it ensures consistently superior service that meets their needs.
Brand Superpower:
Attention to Detail
Struggles an Enneagram 1 business owner may face:
Beating themselves up for not living up to their own high expectations
Avoiding good business risks because they’re afraid of making mistakes
Thinking nonstop about what could be done better
Enneagram 1 Brand Values:
Consistency
Honesty
Integrity
Responsibility
Ethics
Get To Know Your Target Audience: Enneagram 1s, 4s, and 7s
Remember: Consumers are drawn to brands that match their own enneagram number, but they’re also drawn to brands of their enneagram stress and growth numbers.
Brand Message: We’re the right choice.
Example of a Purpose-Driven Brand: Patagonia
The popular outdoor gear and apparel company recently made news when they announced that they had sold the company and “Earth is now our only shareholder.” Patagonia has long been committed to urging customers to reduce clothing waste by shopping consciously, but going forward, all of Patagonia’s profits will go toward efforts to address climate change. If there’s ever been an example of an Enneagram 1 brand doing the right thing, it’s them.
Enneagram 2: The Relationship-Driven Brand
“A Business Absolutely Devoted To Service Will Have One Worry About Profits. They Will Be Embarrassingly Large.” – Henry Ford
People with an Enneagram 2 type personality put a lot of time and energy into their relationships because they are motivated by a desire to be loved and needed. Enneagram 2 brands want to feel needed and make their clients/customers feel loved and supported.
If your brand is relationship-driven, service-oriented, and committed to your customer/client’s happiness, you may have an Enneagram 2 brand.
You’re likely to be genuine in your desire to make everyone you serve happy, so you’ll often share resources and offer to help beyond what is required. And that’s good for business. People come to you for the personalized touch and exceptional customer service you provide.
Brand Superpower:
Customer Service
Struggles an Enneagram 2 business owner may face:
overworking themselves to make everyone happy
feeling rejected when they don’t receive the appreciation they crave
giving in to requests for discounts and free labor
Enneagram 2 Brand Values:
Generosity
Empathy
Belonging
Hospitality
Support
Get To Know Your Target Audience: Enneagram 2s, 4s, and 8s
Remember: Consumers are drawn to brands that match their own enneagram number, but they’re also drawn to brands of their enneagram stress and growth numbers.
Brand Message: We can help take care of you.
Example of a Relationship-Driven Brand: TOMS
In true Enneagram 2 style, TOMS’s brand offers a sense of caring – for its customer and for the people it helps – with its “One for One” giving strategy.
Enneagram 3: The Results-Driven Brand
“Set Your Mind On A Definite Goal And Observe How Quickly The World Stands Aside To Let You Pass.” ― Napoleon Hill
If an Enneagram 3 isn’t multi-tasking and keeping all the balls in the air, they must be sleeping. Usually as little as possible. Because they are motivated by a desire to be the best at whatever they do, Enneagram 3s tend to be hard workers with jam-packed schedules.
If your brand is focused on success for both you and the people you serve, you may have an Enneagram 3 brand.
Your brand enjoys winning and letting others know about it, so Enneagram 3 brands are usually ones with a strong social media presence who quickly become known as the best in their industries. It’s well-deserved fame because Enneagram 3 brands are likely to crush goals like other people eat breakfast.
Brand superpower:
Results For Clients/Customers
Struggles an Enneagram 3 business owner may face:
spending too much time trying to make the business look good on social media
burnout from workaholism or a neglected work-life balance
never feeling like their success is enough
Enneagram 3 Brand Values:
Responsibility
Organization
Achievement
Empowering others
Get To Know Your Target Audience: Enneagram 3s, 6s, and 9s
Remember: Consumers are drawn to brands that match their own enneagram number, but they’re also drawn to brands of their enneagram stress and growth numbers.
Brand Message:
We work hard to help YOU achieve.
Example of a Relationship-Driven Brand: Nike
Nike could never settle for second place. Nike is a winner. And Nike is worn by winners. They prove in ads of their shoes are worn by athletes at the top of their game. In Enneagram 3 fashion, they push all of us to be our best by urging us to “Just do it.”
Enneagram 4: The Creativity-Driven Brand
“The World Needs Dreamers And The World Needs Doers. But Above All, The World Needs Dreamers Who Do.” – Sarah Ban Breathnach
Enneagram 4s are creative, forward-thinking, and highly expressive because they are motivated by a desire to express their individuality and to be unique. Similarly, Enneagram 4 brands want to be authentic and different from the competition.
If your brand – like you – has a strong sense of identity, you may have an Enneagram 4 brand.
Your brand’s aesthetics are on point, and your communications are authentic. Thanks to this authenticity, your brand works like a magnet, pulling others to you because they feel connected on some deeper level.
Brand superpower:
Unmatched creativity
Struggles an Enneagram 4 business owner may face:
Feeling stuck when their creativity is impeded upon
Withdrawing from work in times of difficulty
Rebranding too often to create a consistent image
Enneagram 4 Brand Values:
Authenticity
Empathy
Innovation
Personalization
Get To Know Your Target Audience: Enneagram 1s, 2s, and 4s
Remember: Consumers are drawn to brands that match their own enneagram number, but they’re also drawn to brands of their enneagram stress and growth numbers.
Brand Message: You deserve a product/service as unique as you.
Example of a Creativity-Driven Brand: Apple
Probably all of the Enneagram 4s reading this are cringing at Apple being an example. Apple is too common, too mainstream. But you must remember: Apple became so popular due to its innovation. Their initial branding was based on one simple message: “Think different.” How Enneagram 4 is that?
Enneagram 5: The Confidence-Driven Brand
“If Somebody Offers You An Amazing Opportunity But You Are Not Sure You Can Do It, Say Yes – Then Learn How To Do It Later!” – Richard Branson
Enneagram 5s are smart, logical, and spend a large amount of time thinking deeply about things because they are motivated by a desire for knowledge. Similarly, Enneagram 5 brands want to do what they do well.
If your brand is innovative, thoughtful, and focused on being highly skilled, you may have an Enneagram 5 brand. As natural teachers, Enneagram 5 brands often create courses and resources they can use to bring in “passive income” while passing their industry knowledge on to others.
If you have an Enneagram 5 brand, you’re likely to enjoy working alone, because you need time to research and process info before using it to serve your clients/customers.
Your brand is one of confidence – confidence from your clients in your abilities and confidence for the sense of privacy you maintain for them and you.
Brand superpower:
Depth of Industry Knowledge
Struggles an Enneagram 5 business owner may face:
Phone calls and zoom calls
Getting derailed by a lack of alone time
Spending too long in the research phase of a project
Enneagram 5 Brand Values:
Knowledge
Curiosity
Research
Teaching
Get To Know Your Target Audience: Enneagram 5s, 7s, and 8s
Remember: Consumers are drawn to brands that match their own enneagram number, but they’re also drawn to brands of their enneagram stress and growth numbers.
Brand Message: You can put your confidence in us.
Example of a Confidence-Driven Brand: Amazon
Amazon is arguably the most trusted brand in the world. In becoming competent at what they do (fast shipping, easy returns) they have made it difficult for shoppers to go anywhere else. It’s often consumers’ go-to place because they have confidence in the experience they’ll receive.
Enneagram 6: The Problem-Solving Brand
“Problems Are Only Opportunities In Work Clothes.” —Henri Kaiser
Enneagram 6s take both promises and safety seriously because they are motivated by a desire to feel secure. Similarly, Enneagram 6 brands want to build long-lasting relationships with their clients and customers by anticipating and solving their problems for them.
If your brand is trustworthy, devoted, and supportive, you may have an Enneagram 6 brand.
You’re likely to be prepared for anything that can go wrong, and that’s why your loyal customer base keeps coming back. You have an uncanny ability to anticipate, prepare for, and overcome any problem they may face. Because at the heart of it, you’re committed to keeping any promises you make to them.
Brand superpower:
Solutions
Struggles an Enneagram 6 business owner may face:
Worrying too much about the future of the business
Imposter syndrome
Not coming across as confident to potentials clients/customers
Enneagram 6 Brand Values:
Responsibility
Compassion
Courage
Hard Work
Get To Know Your Target Audience: Enneagram 3s, 6s, and 9s
Remember: Consumers are drawn to brands that match their own enneagram number, but they’re also drawn to brands of their enneagram stress and growth numbers.
Brand Message: We’ll solve the problems you’re facing.
Example of a Problem-Solving Brand: WebMD
When you panic-Google your symptoms, WebMD is first in line. WebMD is there with tips for your general health and nutrition, as well as education on health issues you’ve never heard of.
Enneagram 7: The Experience-Driven Brand
“It’s Quite Fun To Do The Impossible.” – Walt Disney
Enneagram 7s are fun-loving, outgoing, and creative because they are motivated by a desire to have fun and experience life to the fullest. Similarly, Enneagram 7 brands want to make work fun and enjoyable for everyone involved.
If your brand is quick-thinking, adventurous, and fun by nature, you may have an Enneagram 7 brand.
You’re likely to be good at maintaining a positive attitude and meeting new people because each new client you meet is an opportunity for a new adventure. The excitement your brand brings is infectious and people don’t want to miss the opportunity of working with you.
Brand superpower:
Charisma
Struggles an Enneagram 7 business owner may face:
afflicted with Shiny New Thing Syndrome and some serious FOMO
impulsive investments in courses or products that they never actually end up using
too many ideas, too little time
Enneagram 7 Brand Values:
Joy
Adventures
Memories
Connections
Get To Know Your Target Audience: Enneagram 1s, 5s, and 7s
Remember: Consumers are drawn to brands that match their own enneagram number, but they’re also drawn to brands of their enneagram stress and growth numbers.
Brand Message:
We’ll give you a fun experience you won’t want to miss.
Example of an Experience-Driven Brand: Coke
Coke has gone to great lengths to make its brand synonymous with “happiness.” In their ads, every happy moment from Christmas to a night at the movies starts with the sound of a Coke tab popping open. Their brand personality is carefree and fun-loving and even with the negative health effects, we all want to live in a Coke world.
Enneagram 8: The Action-Driven Brand
“Do What You Love And Success Will Follow. Passion Is The Fuel Behind A Successful Career.” – Meg Whitman
Enneagram 8s are natural-born bosses. They’re the ones who will always take charge and lead others because they are motivated by both a desire for independence (for themselves) and justice (for others.) And they do what has to be done to make it happen. Similarly, Enneagram 8 brands are outspoken and action-oriented.
If your brand is decisive, unafraid of hard work, and fiercely protective of others, you may have an Enneagram 8 brand.
No matter what the challenge may be, you’re likely to have no problem facing it head-on. Clients and customers come to you for your fierce loyalty, honest thoughts, and ability to get the job done.
Brand superpower:
Loyalty
Struggles an Enneagram 8 business owner may face:
Understanding clients/customer’s perspectives
Speaking/acting without thinking about the consequences
Getting impatient when they feel their time is being wasted
Enneagram 8 Brand Values:
Responsibility
Accountability
Advocation
Leadership
Get To Know Your Target Audience: Enneagram 2s, 5s, and 8s
Remember: Consumers are drawn to brands that match their own enneagram number, but they’re also drawn to brands of their enneagram stress and growth numbers.
Brand Message: We have your back.
Example of an Action-Driven Brand: Bad Manners (formerly Thug Kitchen)
Who says vegan cookbooks have to be uptight? Not Bad Manners. Their in-your-face, no-holds-barred brand messaging sets them apart from the competition, as they say things like, “Your chopping sucks and prob be why you avoid cooking, let’s fix that shit.” Damn, y’all. That’s some powerful branding.
Enneagram 9: The Stress-Free Brand
“Make It Simple. Make It Memorable. Make It Inviting To Look At. Make It Fun To Read.” – Leo Burnett
Enneagram 9s are agreeable and go with the flow because they are motivated by a desire to create a sense of comfort and peace. Similarly, Enneagram 9 brands want to provide their clients and customers with a sense of peace, as well.
If your brand is easygoing and committed to kicking stress to the curb (nicely), you may have an Enneagram 9 brand.
You’re likely to be able to see “all” sides of any issue, and that’s what clients love. No matter who they are, they all feel heard and understood…and just a little bit calmer.
Brand superpower:
Conflict Resolution
Struggles an Enneagram 9 business owner may face:
Ignoring their business’s needs to ensure peace and avoid conflict
Dealing with problems by not dealing with them
Procrastination
Enneagram 9 Brand Values:
Creativity
Humor
Understanding
Support
Get To Know Your Target Audience: Enneagram 3s, 6s, and 9s
Remember: Consumers are drawn to brands that match their own enneagram number, but they’re also drawn to brands of their enneagram stress and growth numbers.
Brand Message: Let us relieve your stress.
Example of a Stress-Free Brand: IKEA
KEA’s branding communicates a sense of inclusion and equality while appealing to normal, everyday people seeking simple solutions without all the hassle.
Ready To Lean Into Your Brand’s Personality And Start Attracting Your Ideal Clients Like Never Before?
As an Enneagram 1, I’m committed to providing an exceptional level of service that checks all the boxes. If you’re in the Austin, Texas area, be sure to check out the Signature Brand Experience.