Brand Discovery: 1 - Look Inward: Personalities - Phlegmatic

A phlegmatic is an introvert who is passive, careful, thoughtful, peaceful, controlled, reliable, even tempered, and calm.

People with this temperament are secretive, reserved, sensible, patient, loving, quiet, committed, faithful, content, and forbearing.

Their awareness is aroused by experiencing others' interest in a matter. They appear uncertain or slow when speaking, and may seem rather cumbersome or awkward. The phlegmatic temperament is traditionally associated with water.

To define your brand, discover and master your temperament. Your personality and temperament type should be a core element of your intended brand image.

Brand Discovery: 1 - Look Inward: Personalities - Melancholic

A melancholic is an introvert who is moody, anxious, rigid, sober, pessimistic, reserved, unsociable, and quiet.

People with this temperament look serious, cautious/suspicious, worried, meticulous, focused, and vulnerable to despair.

They learn through arousing their compassion for others.

The melancholic temperament is traditionally associated with the element of earth.

Brand Discovery: 1 - Look Inward: Personalities - Choleric

A choleric is an extrovert who is touchy, restless, aggressive, excitable, changeable, impulsive, optimistic, ambitious, strong-willed, and active.

People with this temperament tend to be self-centered and loud. They are passionate, rash, impatient, prone to anger, energetic, and try to inculcate that in others. They love to be in control, show leadership, loves planning, create solutions, and practical.

A choleric believes in efficiency, tends to be job-focused with a "do it now" attitude; loves to be respected and admired for work done.

They learn through reciprocated admiration and suitable challenges that identify their abilities.

The choleric temperament is traditionally associated with fire.

Brand Discovery: 1 - Look Inward: Personalities - Sanguine

A sanguine is an extrovert who is a sociable, outgoing, talkative, responsive, easygoing, lively, carefree leader.

People with the sanguine temperament tend to be welcoming, joyful, conversational, and pleasure-seeking. They are pleasant, passionate, motivated, creative, and bursting with ideas. Their weaknesses include forgetfulness, chronic lateness, unreliability, unsentimental, and inconsistency in routines.

They learn through complimentary people and arousing their love for a topic.

Sanguine temperament is traditionally associated with air.

Brand Discovery: 1 - Look Inward: Personalities

A man’s personality is the sum of all his behaviors, dispositions, attitudes, interests, emotional reactions, social life, and other personal qualities that is sustained over a long time.

Tim and Beverly LaHaye wrote several books on temperaments and personalities, that reveals the different personalities of men.

There are four basic personality types, sanguine (fun-loving and outgoing), choleric (determined and natural leader), melancholic (thinker and dreamer), and phlegmatic (easy-going and quiet).