11-9-21

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Give Your Brand an Archetype We all relate to characters in some form or fashion. But, how do we use them to help shape our brand narrative?Answer: Use brand archetypes. Archetypes will help represent your brand as a persona based on 12 key human desires.*img credit - sitebeatDon't confuse your brand identity and your brand archetype though.The main difference is that a brand archetype helps personify your brand values, mission, and story whereas your brand identity is how your brand reps itself through colors, messaging, etc.So, how do you define and create your brand archetype?  Look at your values and mission: This depends on the nature of your business. For example, if you're a mountain climbing company, there's a good chance you'll lean into the EXPLORER archetype. Take a deep dive into your values and see what you come up with. Build on emotion: Storytelling helps convey emotion. What emotions do you think your audience wants to feel from your brand? Sit on that one for a hot minute. Come back to the audience: Archetypes are all about connection. Your audience needs to see themselves in it. Ask questions like...will they connect? how will they respond?Dive deeper here. 

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Check out how brands like Godiva and Netflix are using brand archetypes here. 

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