Empower - Archetypes - Flipbook - Page 12
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RAND ARCHETYPES SHAPE YOUR MESSAGING
Once you’ve defined your purpose, the next step is figuring out
your visual representation:
• Aesthetics and color palettes
• Copy and tone of voice
• Advertising and other messaging
And more!
Without brand archetypes, you don’t have a recognizable voice
or brand. One day you write copy and share social media posts,
the other day someone else from your team takes over. At the
end of the week, your strategy isn’t coherent. No one recognizes
you as a brand. All they see is another business.
You sit into a Mercedes-Benz, and you feel powerful.
Why? Because that’s the image they’ve been projecting with every
piece of copy, aesthetics, and testimonials during the last few
decades. They’re the Ruler, and you can’t help but to be drawn to
their charisma and self-confidence.
In a world full of different brands competing for the same
customers, your brand archetype is what helps you stand out
from the crowd.
Brand archetypes, on the other hand, are like personality
characteristics. Everyone has them, and it shapes how they
behave, talk, walk, and sell.
Think about Mercedes-Benz, the perfect example of the Ruler
archetype.
Their public communication radiates with power and confidence.
They know they’re the best in class, and that’s exactly what their
customers expect from them.
THE BENEFITS OF BRAND ARCHETYPES FOR (SMALL BUSINESS) MARKETING
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