Not Sure What Your Brand Stands For? Try This.
Archetypes embody the universal stories and experiences all people share.
They evoke our imaginations and aspirations. And they help identify a brand’s purpose as the North Star that guides everything it does to ensure meaningful, enduring connections with target consumers.
Use archetypes to confirm what your brand stands for, what it sells and what its story is to share it with the world. Also read on for more creative ways to use this powerful tool.
Promotions
Tell stories about your brand’s everyday life like LEGO does as the “Creator” to spark inspiring activation ideas from popups and events to contests and charitable giving or causes.
2. Partnerships
Personify your brand to identify perfect partners that are either complementary (Stanley x Lainey Wilson) or contrasting (Snoop x Martha) to help your brand find a new, newsworthy bestie.
4. Identity and Packaging
Enhance your look and feel with archetype-inspired icons, colors, patterns and more like Casa Alvarez as the “Entertainer” amigo from Jalisco did to ensure a shelf-set or unboxing to remember.
4. Messaging
Imagine your customer as the hero and your brand as the helper to better convey your key benefits, including compelling calls to action and motivating messaging like REI’s on-brand offers.
5. Collaboration
Invite your team to explore archetypes to understand individual attitudes and values, or take a quick online archetype quiz to encourage bonding and better ways of working together.