![]() ![]() There is no better way to connect on a human level than with a human personality and there’s no better way to develop a human personality than using an archetypal framework developed to evoke human desires.īrand Archetypes are a tool that can help you differentiate your brand, give it a depth of personality and use it to truly connect with your audience so they begin to feel something for you.Īn effective Brand Story is intriguing and an opportunity to be truly authentic. With so much noise in any market, it is only brands that connect on a human level that garner any kind of affection. When your brand look, feel, tone, attitude, opinions and vocabulary are aligned and are all working together to evoke the desires it satisfies, you will have a brand with a humanistic and memorable personality that your audience will find easy to care for.īrand archetypes are not a new concept but they are an underutilised one, especially in the smaller business space. Remember, as with a story, the more detail there is in your brand personality, the more vivid and memorable it will be.ĭevelop your personality on an ongoing basis to ensure it remains in line with who your audience is and the desires it is working to evoke. Identify the vocabulary that your brand will use keeping the desires your brand is evoking in mind.Įxpand your vocabulary with synonyms and capture this in your brand guidelines.Īdapt your brand visuals, colours, typography and images to represent this personality visually.Īpply your vocabulary, opinions, attitudes and tone of voice to all of your brand communication. Using keywords, identify its attitude towards life.Īdopt a tone of voice and writing style that captures these opinions and attitudes. Using the characteristics of your brand archetype, define its opinions on issues related to your market and the wider industry. ![]() Once you have your Archetype in place, you need to flesh it out before applying it to your brand visuals and communication. Simply developing a brand personality with the Archetypal framework will put you streets ahead of your competition. ![]()
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