How Knowing Your Brand Archetype Can Strengthen Your Voice
Get a DEEPER connection with your audience.
Hey there, fellow Branding Enthusiasts. 🌟
Ever sat in your workspace, amidst the chaos of creativity, in front of your screen…and it’s blank? You can’t find the words. Or you’ve got some words but they sound dull as double-used dishwater? 🟤
You sit there wondering… Where’s my voice gone? It’s mine so why the heck can’t I write in it today?
Well, that’s often me, as I switch from my brand to writing for others’ to writing a memoir. They’re huge shifts.
What really helps, is knowing my brand archetypes. It helps me get into character of sorts.
I decided my business persona is an extension of me. So, there’s a comforting touch of The Caregiver, the bold stance of The Outlaw, and the inspiring vibe of The Hero.
Knowing that, means that when I get lost, I can tune back in to my fundamental attitude and tone.
How to Get from Archetype to Voice
Archetypes in branding are like the spices in a dish – they add distinct flavours to your brand’s personality. But why bother with them? Because they tap into universal stories and emotions, making your brand instantly relatable and memorable.
Let's dive into what these archetypes are and how brands have embodied them:
The Innocent: Brands like Dove champion this with their "Real Beauty" slogan, exuding purity and positivity.
The Explorer: Patagonia lives and breathes this through their "Build the best product, cause no unnecessary harm" ethos, inspiring adventure and freedom.
The Sage: Think of The New York Times with its insightful "Understand the world" approach – a beacon of knowledge and wisdom.
The Hero: Under Armour's "I Will" is more than a tagline; it's a clarion call to action and resilience.
The Outlaw: Diesel's "For Successful Living" campaign embodies the rebellious, rule-breaking spirit.
The Magician: Tesla, with its mission to "Accelerate the world's transition to sustainable energy," conjures a sense of wonder and innovation.
The Regular Joe/Jane: Levi's and their "Quality never goes out of style" motto are all about authenticity and approachability.
The Lover: Chanel's "Be irresistible" tagline oozes passion and elegance.
The Caregiver: Toms, with their "One for One" commitment, epitomises nurturing and protection.
The Ruler: American Express, with "Don't live life without it," radiates authority and control.
The Creator: Adobe’s "Make the leap" inspires creativity and originality.
The Jester: Old Spice and their whimsical "Smell like a man, man" approach keep things fun and light-hearted.
Tips for Bringing Archetypes into Your Branding
So, how do you harness the power of these archetypes for your brand? It's simpler than it sounds:
Self-discovery: Start by introspecting. What are your brand's core values? What do you stand for? This self-awareness is crucial in identifying your brand's archetype.
Audience alignment: Match your archetype with your audience's needs and desires. This alignment ensures your message resonates deeply.
Consistent character: Maintain this character across all your communications. Consistency breeds familiarity, and familiarity breeds trust.
Flexibility and evolution: Stay adaptable. Your archetype can evolve as your brand and audience grow and change.
Wrapping It Up
In essence, brand archetypes are more than just labels; they're a foundation for building a compelling and cohesive brand story. Whether you see your brand as two, three or a blend of several archetypes, understanding and embracing these can transform your brand voice from mundane to mega.
I truly wish I had a Marvel costume to represent my brand character…I need to hit the charity shops!
So, I encourage you to give this a go.
Who are you? Let me know.
Mwah. 💋
