- Notepad and Pen
- Brand Archetype Factsheet (Free download - Link in lesson)
When it comes to building strategic brands, there are a lot of tools that can help you do the job. One of these is the brand archetype.
Brand archetypes are based on the personalities and characteristics of people in real life. Each has a distinct set of characteristics that make it easier for companies to build their brand strategy around them.
For example, if you have a brand that’s trying to appeal to customers who enjoy being heroic—like Batman or Wonder Woman—then using an archetype like the hero will help you create messaging that resonates with your target audience.
Archetypes are also great because they allow companies to get deep into their target audience’s mindsets and understand what they’re looking for in their lives. They can help companies create messaging that not only appeals to consumers but also helps them feel more connected with their customers by helping them identify with a certain type of person who would relate well with their product or service offerings.
If you don’t want to be just another business in the market competing on price, benefits and features, then you will need to connect with your audience on a deeper level. Your brand needs a real personality.