Just like us, brands also have personalities. We recently undertook a brand evaluation for a client and the use of brand archetypes were vital in getting the business to agree on a direction.
Developed by psychologists a few decades ago and improved upon by brand marketers for the modern day, archetypes provide invaluable insight for getting your brand personality and positioning right.
Character motivations are key and are based on four areas of personality, namely analytical, driver, amiable and expressive. These in turn are developed into a further set of groups and sub groups, many of the same characters that appear in literature, religion, folklore, mythology, etc.
So your brand could be a pioneer, a magician, a ruler or a caregiver, to name but a few. Here at Stuff we use archetypes to develop visuals, messaging, and experiences that evoke certain feelings for the customer. Talk to us to unlock new inspiration for your branding, marketing, and customer experience.