BRAND IDENTITY //
Brand is about meaning. In short it’s the sum total of the meanings that all your audiences think about you. If you want to become a successful and sustainable brand understanding and managing this meaning becomes a necessity. We use a proven method for establishing a brand identity for your company, your service and of course your product.
Brands are like people they have personalities so finding the right brand identity for your company is probably the most important decision you’ll make. Archetypal psychology will help you understand the intrinsic meaning of your brand and create a sustainable brand identity.
At the same time it will evoke and deliver meaning to your customers, inspire loyalty all in a socially responsible way. Archetypes are a short cut to meaning, they transcend time and place and can be used to understand the dynamics and the category your brand identity operates in. Telling your brand story through archetypal characters will evoke a deep emotional connection with your brand. Remember audiences want to understand your brand as a single, identifiable character. Archetypes need not be everything about you they simply represent the core elements of your brand identity.
The Warrior’s desire is to prove their worth through courageous and difficult action. Their goal is to exert mastery in every way that improves the world. Their strategy is to become as strong, competent and powerful as they are capable of being. The gift is competence and courage.
The Lover’s desire is to attain intimacy and experience sensual pleasure. Their goal is being in a relationship with the people, the work, the experiences, the surroundings they love. Their strategy is to become more and more attractive – physically – emotionally and in every other way. The gift is passion, gratitude, appreciation, commitment.
The Jester’s desire is to live in the moment with full enjoyment. Their goal is to have a great time and lighten up the world. Their strategy is to play, make jokes and be funny. The gift is joy.
The Guru’s desire is discovery of the truth. Their goal is to use intelligence and analysis to understand the world. Their strategy is to seek out information and knowledge, become self reflective and understand thinking processes. The gift is wisdom.
The Everyman’s desire is connection with others. Their desire is to belong, and fit in. Their strategy is to develop ordinary solid virtues, the common touch, blend in. The gift is realism, empathy, lack of pretence.
The Creator’s desire is to create something of enduring value. Their goal is to give a form to a vision. Their strategy is to develop artistic control and skill. The gift is creativity and imagination.
The Innocent’s desire is to experience paradise. Their goal is to be happy. Their strategy is to do things right. The gift is faith and optimism.
The Magician’s desire is knowledge of the fundamental laws of how the world works. Their goal is to make dreams come true. Their strategy is to develop vision and live it. The gift is finding winning outcomes.
The Ruler’s desire is control. Their goal is to create a prosperous, successful family, company or community. Their strategy is to exert
leadership. The gift is responsibility, leadership.
The Rebel’s desire is revenge or revolution. Their goal is to destroy what is not working (for the Outlaw or the society). Their strategy is to disrupt, destroy or shock. The gift is outrageousness, radical freedom.
The Explorer’s desire is the freedom to find out who you are by exploring the world. Their goal is to experience a better, more authentic, more fulfilling life. Their strategy is to journey, seek out and experience new things, escape from entrapment and boredom. The gift is autonomy, ambition, ability to be true to one’s own soul.
The Carer’s desire is to protect people from harm. Their goal is to help others. Their strategy is to do things for others. The gift is compassion, generosity.
The voice you choose will remain at the core of your communications, so it must allow you to speak comfortably. If your voice places you on the opposite corner of the chart from where your archetype sits you may ask yourself if your brand identity and archetype match. Each archetype points to a particular storytelling tone so determining the right tone of voice for your brand identity is key. Will you use humour, a strong sense of urgency or aesthetic beauty? Storytelling requires that you understand the dominant storytelling voice and stick to it.
Understanding the original purpose of your product will get you closer to its fundamental meaning. And by “Branding” this fundamental meaning and making it your own will help you gain a serious edge over the competition. This is because there is such a thing called category meaning. The idea goes far beyond the concept of owning the category benefit in just functional terms.
Archetypal brands instead come to represent the meaning beyond the benefit.
Dove is not just about getting you clean, rather it’s associated with the deep meaning of cleanliness, renewal, purity and innocence.
Nike’s “The Wings of Man” didn’t say it was a better athletic shoe but it taps into a deep archetypal meaning associated with being fleet of foot.
Does gender matter when you develop a brand? Gender is of course a complicated concept but it should be worth considering when choosing your archetypal brand identity. It’s true to say that men are able to desire feminine brands and vice versa. Harley Davidson regained market share by marketing meaning. Although it is associated with patriotism and its macho image was aided by Marlon Brando’s The Wild Ones, “Ladies of Harley” make up 10 percent of riders.
It is true to say that discovery of the soul of your product not only attracts customers, it also adds meaning and value to the lives of your employees and the work of everyone is improved.