How to deliver your brand message.
A brand message is a complex thing to create.
There’s a lot to take into consideration.
I can’t cover that here. It takes up too much time.
Instead, let's assume you already have a message.
You should know, the message doesn’t matter as much, as the delivery method.
You’ll hear people saying: “It’s either hell yeah or No!”
But they don’t tell you how to say no, do they?
It’s because it is a complex thing.
You might say “no” in a way that hurts the other person.
That leaves you feeling guilty. So bad you feel terrible.
So the delivery matters.
Brands deliver their message using archetypes.
Brand Archetypes
A brand archetype is a means to connect.
It is what attracts you to a brand.
It's a hack used to trick you into forming a connection with the brand.
They do this to help you connect with them on a deeper level.
The term "brand archetype" dates back to the early 20th century coined by Carl Jung and Sigmund Freud.
You probably don't care, so let's get right in.
All humans have desires. They're instinctive and primitive.
Because of our differences, our desires are different.
I'm about freedom & mastery. You might be about safety, innovation ...
That's why personalities differ.
These are what brand archetypes are: Personalities.
You'd want to have a brand archetype to create a connection, to make a difference.
When you dive into brand archetypes, you'll probably see yourself, your family, and people you know.
Sure, you won't think of an archetype when you encounter someone, but part of you feels it and knows it's there.
That's why it's based on instinct.
If you want to build a brand where the customer is part of the journey, you need a brand archetype.
"Archetypes are the heartbeat of a brand"
There are 12 Jungian Archetypes, and they're pretty familiar.
You can find more on that here.
To summarize, here they are;
- The Explorer(freedom)
- The Sage(understanding)
- The Hero(mastery)
- The Lover(intimacy)
- The Outlaw(liberation)
- The Magician(power)
- The Jester(enjoyment)
- The Everyman(belonging)
- The Caregiver(service)
- The Ruler(control)
- The Creator(innovation)
These archetypes have characteristics that make them what they are.
You need to identify those you align with.
If you want to stand out by telling a story, know that choosing a personality isn't just about characteristics.
It is, again, about connecting on a deeper level.
A brand needs a near-human personality with a tone of voice.
You need to know who you are as a brand for customers to know who is speaking.
If you try to talk to everyone, you'll talk to no one.
That's a fact and it's been proven time and time again. Unless you’re a mega-corporation.
Great brands are focused.
Lesson? Know who your audience is.
If you want to deliver a message in a powerful, worthy-of-remembrance method, find out who you're speaking to.
To be clear, your customer is not your brand archetype.
Your brand has its archetype(personality) and that attracts your audience.
When you’re ready, here’s how I can help:
- Brand Identity: I design bold brand identities for impactful brands.
- Content Design: I design content for solopreneurs and brand strategists that gets more leads, more attention, and more excitement.
