Understanding MBTI in Marketing: Decode 16 Customer Personality Types to Target the Right Audience Effectively

And here’s where MBTI comes into play. Since each MBTI type reflects a distinct personality, marketers can apply these insights to segment their audience more precisely.

Think of it as grouping customers based on how they think, feel, and behave—then crafting content, products, or campaigns that resonate with each type.

So, what do each of the 16 MBTI personalities look like from a marketing perspective? And how can brands communicate with them in ways that truly click?

Let’s break it down, one-by-one!

For example: Elon Musk (CEO of Tesla), and Katniss Everdeen (The Hunger Games).

People with this personality type are knowledgeable, imaginative, and highly creative. They enjoy planning and designing strategies, are observant, curious, and constantly asking questions about everything around them.

Marketing Ideas for This Personality Type:

Should focus on providing in-depth information, showing real-life product usage, and clearly comparing the pros and cons. Most importantly, the information provided must be logical, accurate, and backed by verifiable statistics, rather than emotional appeals.

For example: Bill Gates, founder of Microsoft, and Albert Einstein, one of the world’s most influential scientists.

This group tends to be highly intelligent, analytical, and drawn to solving complex problems. At the same time, they are creative thinkers who enjoy finding innovative solutions in unique ways.

Marketing Ideas for This Personality Type:

Marketing should encourage curiosity and provoke self-analysis before introducing the product or service. It’s best to guide them toward discovering the value themselves. For this type, emphasize functional benefits over emotional appeal.

For example: Steve Jobs, co-founder of Apple, and Gordon Ramsay, world-renowned celebrity chef.

People with this personality type are natural leaders. They are confident, strategic thinkers, and decisive when it comes to making tough calls. They often earn respect from those around them.

Marketing Ideas for This Personality Type:

Should focus on the credibility and authority of the brand. Present clear, solution-oriented information that directly addresses their pain points. To drive purchasing decisions, use testimonials or that highlight how the product or service effectively solves problems.

For example: Thomas Edison, the famous inventor, and Captain Jack Sparrow (Pirates of the Caribbean).

Sharp, witty, and curious! They love challenges, debates, and bold, unconventional ideas. Always thinking outside the box, they thrive on innovation and use their charm and social skills to persuade and inspire others.

Marketing Ideas for This Personality Type:

Try fresh ideas and lively debates. Grab their attention with cutting-edge tech, bold campaigns, and interactive content. Use questions, viral posts, or user-generated ideas to spark conversation and let them show off their creativity.

For example: Lady Gaga, the iconic artist, and Jon Snow (Game of Thrones).

People with this personality type are compassionate and purpose-driven, this type values honesty and strives to help others. Guided by strong principles, they seek to make a positive impact beyond personal gain.

Marketing Ideas for This Personality Type:

Appeal to INFJs with meaningful stories and strong brand values. Highlight ethics, sustainability, or social impact. Show how your brand makes a difference—through CSR, eco-friendly products, or purpose-driven missions—to earn their trust and long-term support.

For example: William Shakespeare (playwright of Romeo and Juliet), and Johnny Depp, the renowned actor.

This type of person is idealistic and empathetic, this type is open-minded and imaginative. They embrace change, value deep meaning, and are guided by emotion, compassion, and a desire to understand others.

Marketing Ideas for This Personality Type:

Appeal to INFPs with heartfelt stories, not hard facts. Share your brand’s journey, purpose, or mission. Uplifting, emotional content that sparks imagination will connect more than a sales-focused pitch.

For example: Barack Obama (former U.S. President), and Oprah Winfrey, world-renowned speaker.

ENFJs are empathetic leaders who value integrity and meaningful connections. They’re driven to uplift others and make a positive impact through compassion and strong moral principles.

Marketing Ideas for This Personality Type:

Create inspiring, value-driven content that fuels ENFJs’ passion for change. Use storytelling that sparks hope, unity, and transformation. Campaigns with social impact and heartfelt messages will deeply resonate.

For example: Robert Downey Jr., the charismatic actor, and Peter Parker (Spider-Man).

ENFPs are vibrant, spontaneous, and creative. They thrive on fun, connection, and new experiences, avoiding routine and embracing anything fresh, exciting, and full of meaning.

Marketing Ideas for This Personality Type:

Create engaging, lively campaigns that reflect ENFPs' personalities. Use interactive formats, lifestyle content, and exciting surprises that spark joy. They enjoy sharing fun discoveries, so make your campaigns shareable. Offering customizable products will appeal to their unique preferences.

For example: Angela Merkel (former Chancellor of Germany), and George H.W. Bush (former U.S. President).

ISTJs are practical, detail-oriented, and value reliability. They prioritize facts, honesty, and structure, trusting proven systems. They prefer established solutions over untested ideas and value punctuality.

Marketing Ideas for This Personality Type:

Focus on product reliability, detailed comparisons, and practical benefits. Highlight functionality and long-term value, avoiding emotional base. Build trust through accuracy, consistency, and performance proof to appeal to their logical nature.

For example: Beyoncé, the world-renowned singer, and Kate Middleton (the Princess of Wales).

ISFJs are compassionate, loyal, and dependable. They prioritize helping others, take pride in their responsibilities, and are nurturing, attentive, and always ready to support those in need.

Marketing Ideas for This Personality Type:

Focus on emotional marketing that highlights how purchases help others. ISFJs are into brands that emphasize care, community, and family. Showcase products for loved ones or services that give back, making them feel their choices contribute to something great and meaningful.

For example: Sonia Sotomayor (the first Latina woman to serve on the U.S. Supreme Court).

ESTJs are natural leaders who value order, structure, and accountability. Practical, decisive, and results-driven, they are reliable and respected for their ability to get things done.

Marketing Ideas for This Personality Type:

ESTJs love clear, direct, and credible marketing. They value logical product details, transparent pricing, and proof of reliability—such as customer reviews, industry certifications, or data-backed performance. Keep it straightforward, focusing on value, professionalism, and results.

For example: Taylor Swift and Jennifer Lopez, famous artists.

ESFJs are compassionate, socially skilled, and value harmony. They care deeply for others, enjoy connecting, and seek to maintain peace in relationships. As excellent communicators, they make others feel supported and understood.

Marketing Ideas for This Personality Type:

Emphasize building strong, personalized relationships. Highlight community and belonging, offering promotions that make customers feel valued. Nurture long-term connections (CRM) and recognize loyal customers can resonate well, fostering strong bonds with this group.

For example: Tom Cruise, the famous actor, and Hawkeye (The Avengers).

ISTPs are independent, hands-on problem solvers. They enjoy figuring out how things work, value efficiency, and prefer action over theory. Practical and curious, they dislike rigid rules or conventions.

Marketing Ideas for This Personality Type:

Focus on immersive, hands-on marketing that lets them explore and interact with your brand. They enjoy discovering how things work, so offer unboxing videos, VR experiences, or in-store setups where they can test and handle products directly. The more tactile and engaging, the better.

For example: Avril Lavigne, and Britney Spears, all renowned artists and singers.

ISFPs are creative, sensitive, and independent individuals who value self-expression and freedom. They enjoy exploring the world through personal experiences and have a strong artistic sense.

Marketing Ideas for This Personality Type:

To appeal to ISFPs, focus on the product's aesthetic and emotional appeal. Highlight its design, craftsmanship, and the story behind it. Emphasize creativity, authenticity, and visuals that convey personal expression and uniqueness, making them feel connected to the product's artistry.

For example: Madonna, the famous singer.

ESTPs are sharp, observant, and love excitement. Social and persuasive, they thrive on challenges, take risks confidently, and focus on action and results over theory.

Marketing Ideas for This Personality Type:

To attract ESTPs, focus on fast-paced, thrill-driven marketing. Use energetic language like “One day only” or “Act fast!” to spark adrenaline and urgency. Flash sales, countdown timers, and exclusive launch promos appeal to their adventurous, spontaneous side. Keep the experience exciting, dynamic, and reward quick decision-making.

For example: Miley Cyrus, Adam Levine, Adele, and famous actress like Marilyn Monroe.

ESFPs are lively, fun-loving, and full of energy. Emotionally expressive and spontaneous, they love excitement, think outside the box, and often make quick, impulse-driven decisions.

Marketing Ideas for This Personality Type:

Encourage spontaneous purchases through exciting and emotional content for ENFPs. Use live-selling events on platforms like TikTok with exclusive deals, or campaigns that showcase trending items. Phrases like "Must-haves" or limited-time offers create urgency, driving impulse buys.

All of this is MBTI Marketing — tailoring marketing strategies to fit the 16 personality types of consumers based on their MBTI.

Essentially, this approach is a form of personalized marketing, designed to appeal to consumers with varying behaviors.

Brands can experiment with these strategies to better connect with their audience, offering more customized experiences and improving engagement.

For more resources and educations, please visit: https://www.16personalities.com/