Brand Archetypes
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If your brand was a character from a storybook, what personality would it have? Discover the power of Brand Archetypes to empower your brand marketing.
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Brand Archetypes
- 1. Brand Storytelling The Story Of:
- 2. We’ve Told Stories Since the Dawn of Time…
- 3. Spoken Stories In the Beginning, Stories Travelled From Person to Person
- 4. Broadcast Stories With the Invention of the Television, Stories Became 1-Sided.
- 5. Digital Stories Audiences are now in Control of What They See
- 6. Moral of the Story Every Element Tells The
- 7. Joseph Campbell The Hero’s Journey Hero Mentor Story Explaining The Story Structure
- 8. The Cycle
- 9. Status Quo
- 10. Call to Action
- 11. Meet the Mentor
- 13. Resolution
- 14. Quillor
- 15. Coworks
- 29. What is your Brand Archetype? Discover it now at Quillor.studio/quiz
Notas del editor
- Hi. I’m Tim. I run a branding agency called Quillor. We help brands tell their story on the web.
- Humans are wired for storytelling. Since the dawn of time, we’ve told stories. It’s how we communicate and it’s also how we promote our brands. Let’s take a look at how storytelling began and how you can use it’s power to ELEVATE your brand.
- This is the story of stories. At the dawn of time, stories travelled from person to person through communication to tribes and societies. Ideas continue, change or die through social networks, it’s survival of the fittest and only the most compelling ideas live.
- The last hundred years of the broadcast era changed that to audiences becoming consumers of ideas not participants and spreading them. Brands who had access to airtime were guaranteed notice and it changed again to survival of the richest.
- The broadcast era is shifting in this digital age and audiences are now in control of what they see, skip or pass along, this is the Digitoral era. The Digitoral era is now survival of the fittest again. Stories have always survived oral tradition.
- Every element like characters, setting and conflict are there to tell the moral of the story. Morals: values that the storyteller wants to share.
- He studied stories across cultures and millennia and discovered that the most successful stories audiences found engaging were about human values like community, justice, truth, and self-expression. Discovered The Hero’s Journey: formula for brand storytelling Hero: Your Audience (the outsider to your brand) Mentor: Your Brand (teach the moral of the story) Take a good story brand and make them cultural icons by living their audience’s morals and values. Published “The Hero with a Thousand Faces” which retells stories and explaining how each represents the mono myth: The Hero’s Journey. The journey is like a cycle that begins and ends in the hero’s ordinary world, but passes through an unfamiliar, special world before returning.
- Status Quo: ordinary world, ordinary day Call to adventure: Hero receives a mysterious message or challenge Meet the Mentor: Needs assistance from someone older or wiser Overcome Challenge: wins battle Resolution: Tangled plot lines get straightened out
- Quillor is a branding agency that helps brand tell their story.
- We help Coworks tell their story, using the Hero’s Journey.
- Brand Archetypes are personas that communicate the personality of your brand.
- The Hero: Saves the day. wants to prove itself, promise triumph Brand Strategy: To be as strong and competent as possible, to act, decisiveness, overcome challenges. Example: The Marines logo, Well-known Celebrity: Martin Luther King, Jr.
- The Innocent: Wants to be free and happy, promise simplicity. Brand Strategy: Do things right, be trustworthy, positive, and straightforward Example: Gerber Logo, Well-known Celebrity: Mr. Rogers
- The Regular Guy: wants to feel part of something, promise belonging Brand Strategy: develop solid values, be down to earth, accessible, hardworking, nice. Example: Hanes Logo, Well-known Celebrity: Mary Jane
- The Nurturer: wants to care for others, promise recognition Brand Strategy: doing things for others, service, focus attention on other people, not yourself. Example: Habitat for Humanity Logo , Well-known Celebrity: Mother Teresa
- The Creator: wants to produce enduring art, promise authenticity Brand Strategy: develop artistic control and skill Example: Apple Logo, Well-known celebrity: Steve Jobs
- The Explorer: wants to discover the world, promise freedom Brand Strategy: journey, seeking out and experiencing new things, escape from boredom Example: NASA Logo , Well-known Celebrity: Amelia Earhart
- The Rebel: wants to start a revolution, promise revolution Brand Strategy: disrupt, destroy, or shock, defiance, disobedience, nonconformity Example: Harley-Davidson Logo, Well-known Celebrity: Che Guevara
- The Lover: want to experience pleasure, promise passion Brand Strategy: become more physically and emotionally attractive, build an experience that appeals to all the senses. Example: Chanel Logo , Well-known Celebrity: Marilyn Monroe
- The Magician: wants to understand the world, promise knowledge Brand Strategy: develop a vision and live by it, help other people transform their lives using new methods, invent new methods and processes. Example: Disney Logo , Well-known Celebrity: Walt Disney
- The Ruler: wants to be powerful and influential, promise power Brand Strategy: exercise power, confidence, exclusivity, live the life-style they want Example: IBM Logo , Well-known Celebrity: Napoleon
- The Jester: wants to live in the moment, promise entertainment Brand Strategy: play, make jokes, be funny, humor, have fun Example: Geico Logo , Well-known Celebrity: Charlie Chaplin
- The Sage: wants to find the truth, promise wisdom Brand Strategy: seek information and knowledge through self-reflection, research, objectivity and diligence Example: NPR Logo , Well-known Celebrity: Albert Einstein