In other words, if you want your audience to know who you are as a brand, your brand needs to know who it is. Each team member should choose a primary archetype and up to two secondary archetypes that fit the desired brand personality. They have a disdain for rules, regulation and conformity that would remove any form of their freedom of choice (or anyone elses). A Caregiver brands aim is to maketheir customers feel secure, protected and cared for. To appeal to a Lover you need to make them feel attractive or stir their passionate desires for connection and intimacy. Aligning your brand as tightly as possible to a single archetype will allow your brand personality feel all the more familiar to your audience and allow you to communicate with the consistency and humanity of a real person. Without a fight, they are lost. Jesters are young at heart and continue their child-like nature long after their friends have grown up and become serious. Unlike others in its field- it does not take itself too seriously and has a lighter step. When you dive into these archetypes and the behaviour traits of each, you will probably recognise yourself, your family and your friends. Like people. Its a good question. More than that, our brainwaves when listening to a story, match the brainwaves of the storyteller. If you describe Indiana Jones to someone, they might seem interested in his character, but if you read them The Temple of Doom, youll take them on a journey where theyll fall in love with the character. Need help with your project?Get in touch. Common image subjects include things like superheroes, lions, or symbolic figures. The tone of voice is extremely important for a Brand for the following reason. Often writers shy away from going deep and really getting into the dirty work of demonstrating examples in detail and providing decent How To guides. If youre just going to jump into a flock of flamingos with pink feathers then we wont be able to see you will we? The Magician strives to make dreams come true through somewhat mystical ways. Its about identifying the desire that you want your brand to evoke and using that desire to define your personality. Discuss the ones that were only mentioned by 1-2 participants. Per their own words- Starbucks is functional and expressive. This will help you understand if your personality helps with differentiation. Archetypes are the typical example of a category. Their communication should stir the desire for the creative process and inspire their customers to express their nature to the best of their ability. In such a case, educational and conscience evoking messages may be the key. As writer and content creator myself, I need to congratulate you for this awesome piece of writing. Home or family life brands fit this archetype perfectly while elitist positioning or were better messaging would be a turn-off. I have successfully led Business and Marketing operations of several Large & Small; American, European, Chinese & Indian Brands and Startups. After that, the position you want to take (and who your audience is) should influence your differentiator. The experience of Intimacy, closeness and sensual pleasure are what the lover seeks and will use the means they have to achieve it. Your industry will often have a typical personality that your audience would expect. While splitting the cards, the participants can engage in a discussion. You can be me: Is it very formal or conversational? Heros want to rise to their ambitions and brands that can acknowledge those ambitions and encourage the challenge will connect with them. True to its archetype and personality, Nike is serious, powerful, and inspirational.It has been consistent in its approach, and its brand tone of voice has always stayed true to its values. Thanks a lot Stephen, for this amazing elaboration. . So, Netflix keeps it conversational, informal, and humorous. Glad you enjoyed it Many weeks of research but a topic that deserves a bit of coverage. A brand tone of voice is how the brand speaks to the audience. To recap, the 12 brand archetypes are: The Outlaw. . In other words, we are born with the same instincts and unconscious understanding of behavioural patterns and we recognise them when we see them. They crave safety but ultimately, they want themselves and everyone else to be happy. There is no better way to connect on a human level than with a human personality and theres no better way to develop a human personality than using an archetypal framework developed to evoke human desires. You can also consume this content in video form on my YouTube channel. Voice Your personality, is constant throughout.Tone- The emotional inflection, changes with the situation. Good brand communication is all about fine-tuning your tone to communicate in an authentic way with changing situations. However, your voice- your personality- will define your tone. They see themselves as upstanding citizens and the bullys nemesis and they stand up for whats right. style or manner of expression in speaking or writing They simply put the Hero archetypes techniques into action. They may overcompensate for flaws by becoming authoritarian or seeking a fight. The second example is Adidas, which is the world's second-largest sportswear manufacturer after Nike. Our 144 brand adjectives help you quickly pinpoint your brand voice archetype and the words that describe your brand's Essence, People, Tone, . Finding the right tone of voice for your brand helps you with both. What 3 adjectives come to mind first when youre thinking about our brand? Once you have an archetype in place, you now have the foundation and character for a brand story. Then ask them to categorize these cards into three categories: Who we are; Who wed like to be; Who were not. Branding is marked by two things- distinction and consistency (differentiation and relevance). The science of Neural Coupling backs that up (This Ted video on Neural Couplingand storytellingby Uri Hasson is an absolute eye-opener). This is a well researched, written and totally inspiring article. They help us flesh out a brand into three dimensional beings. It is especially true in branding, where brands have to craft their communication in an appealing way so that their message resonates with their audience. Credit: Lorissa Shepstone Carl Jung's 12 archetypes. This ensures that they stayed true to their brand personality and established a presence that people grew to appreciate. Each participant lists the traits they chose on separate sticky notes. They not only love having fun themselves, they see it as their duty to be a ray of sunshine in everyones life around them. It projects an aura of power and purpose in a serious manner. Every person says which words they chose and puts them as separate sticky notes on the board. Its style of communication is sleek, sophisticated, and timeless. They inspire others to believe in themselves as much as The Hero believes in them. Tone of voice: Daring Exciting Fearless. This way, they manage to find their unique tone of voice while staying true to their archetype's nature.What should be YOUR brands tone of voice? The challenges are more about understanding themselves more than proving to others and they are on an everlasting journey of discovery. The Creator has a desire to create something new and exceptional, that wasnt previously there, and has enduring value. Its like you have your own personality, and you may have a lot in common with your parents. The trick is to identify your customers personality, then align your brand with the archetype that would most appeal to a desirewithin your customer (They are often the same but not always). Less experienced brands may pick a couple of traits that they think their audience will relate to. Its as if we know them. The secondary archetypes are grouped and discussed. You see, long before branding and marketing experts got their mitts on archetypes, storytellers and filmmakers had been writing and creating some of the worlds most loved books and films with archetypal characters. Referenced in the book The Hero and The Outlaw an analysis uncovered that brands with tightly defined archetypal identities rose in value by 97% more over six years than confused brands or brands with characteristics from many different archetypes. In This case your brand should be more aligned with The Explorer Archetype and use personality and communication to evoke their desire to explore. It would be great if you could integrate some gender mix of both types in the imagery to remind brands to go outside the box and remember this. Their iconic motto, "Just Do It", embodies the Hero archetype so well. You may be tempted to take traits from multiple archetypes to express your brands individualism but understand the consequences of a confused brand. Brand 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. This Ted video on Neural Couplingand storytelling, Brand Before Metrics (An Old-Fashioned Strategy). To appeal to a hero you should inspire them and make them feel empowered to succeed and achieve. Not much is underutilised these days. BrandLoom is Indias only ROI-focused Brand Consulting, Digital Marketing and Design firm. Im looking forward to diving into this topic a lot more. The Caregiver archetype is a perfect fit for brands that help those in need. Again, this is visually fantastic! Their tagline is "When you give everything, Gatorade gives it back". The other primary archetype contenders get moved to the secondary archetype column. Rulers see themselves at the top of the food chain and aggressively defend that position. Take some time getting familiar with your brand and its archetype. You have a finance background though I didnt see financial institutions come up in your list of sector alignments for each archetype. It means a lot coming from someone of your stature and experience. They tend to have a liking for most things without being overly passionate about one. As the brand, the market, and the target audience evolve, you will need to tweak your tone of voice chart accordingly.