Category Archives: Archetypes

Building brands with Archetypes

ArchetypeCards

If you can build a story around your brand that you can tell at every touch point, your team, current customers and, importantly, future customers will have a clear idea as to what to expect from your product or service.

Our strategic approach to brand development involves leveraging logic and emotion, tapping into how a person or brand behaves.

This instinctive yet unconscious understanding of mental architecture is described by Swiss psychiatrist Carl Jung as ‘archetypes’.

Our approach to building your business is more than creating a logo and a colour scheme.

Archetypes define the soul of your brand and enable you to express it in ways that resonate with universal feelings and instincts. In today’s intensely competitive and complex environment, an emotional appeal is the key prerequisite to effective marketing.

We believe that when archetypal theory is applied to a brand it enables you to separate yourself from your competitors beyond price, product or service, as those can simply be replicated.

A Brand is really about ‘what we and our customers feel and believe’ when they think, touch, see or experience anything related to your business.

A true Brand is the sum of many parts, though fundamentally it is about the ‘head and the heart’ or logic and emotion.

When we identify your brand archetype, we define:

  • Brand personality (archetype) and how it can be used to build brand and culture
  • Supporting brand imagery and elements
  • Brand language and brand story
  • Brand value proposition
  • How to leverage your strapline/tagline throughout your marketing
  • Clear brand direction that can be used to promote new and/or existing products/services.
  • How the brand story can be told at various levels of the sales process.

Many businesses know who they are now and who they want to be in the future but don’t know how to get there. We will define the process you need to evolve into your future brand.

Get in touch to find out more.

Yours in branding

Belinda