A HUGE thank you to the incredible guest speaker Elle Moss (Drew London) for joining us today on Episode 2 of Live + Learn this morning. It really kicked off our day and got our creative juices and coffee (8.30am episode) flowing!
In this episode, we discuss and got our fabulous guests thinking practically about What is a brand archetype?
There are twelve archetypes. All brands should focus on having two / maybe three archetypes. The main two being your primary archetype – which is your outward facing brand the one you talk to customers with, that they resonate with and become loyal customers. The secondary archetype – is your inward facing brand, how you speak to your team members, how you run one-to-ones, how you hire new team members.
These twelve archetypes, which should resonate through your strategy, voice (copy) and visuals. We discuss brands that embody these archetypes also the strengths and challenges for each of these archetypes.
Lover
Acknowledge and indulge in their desires
Cultivate attraction and offer experience that touches ALL of the senses
Around you people feel light up, turned on and dialed in
Helps people connect to their hearts passion
Jester
Help people have a great time, release their stress and cares through fun humour and play
Giddy Energetic and light
Lighten up the world and experience fun
Citizen
Down to earth accessible and friendly
Solid values, responsible and authentic
Relatable, included, inclusive and safe from judgement
Encourage community
Hero
Improve the world accomplished through mastery
Tough mentally and physically
Disciplined, decisive and prepared
People know that you’re competent and brave so will follow you into the frey
Motivated, accountable and up for a challenge.
Magician
Help peoples dreams become their reality
You fascinate people
Your goal – transform lives
You are articulate, expansive and a sharer of knowledge
Rebel
Don’t do things in the traditional way
Boldly question authority
Revolutionary and unapologetic about it
People feel empowered to challenge the status quote
People feel tenacious, liberated from convention
Overturn what isn’t working and find ways that do.
Creator
Passionate and supportive about expressing and curating
Ignite individuality with a strong vision
Offer support and realistic creative solutions
ALWAYS be looking for the ‘next thing’…
Caregiver
Nurturing and helping of others
Most fulfilled when your helping other people
People feel supported and comfortable with their choices
Sovereign
High achieving, refine and radiate excellent
People to to you as their example
Leverage authority to maintain a prosperous community
Inspired by results and hopeful that they can achieve similar things
Limitless and determined
Open our minds to what’s possible
Innocent
Optimism, to be happy with simplicity and ease
Breath of fresh air, straight talking trustworthy and pure of heart
People find positive encouraged and content around you
Helps get back to basic living by essential values
Sage
Understand the world and teach others what you know
Seek information and insights through research, analysis and self reflection
Diligent and thorough
People around you feel like completed things just seem to make sense
Informed, validated and confident in their new understanding.
Explorer
Novel adventures and fresh experiences
Help people take the journeys that matter
Make people feel curious, alive and free to do new things
Authentic experiences and more fulfilment
What is your brands archetype? Need more clarity – Contact us for a practical workshop on how to make your brand memorable.
This episode is also a podcast – Search for ‘The Lively podcast’ or check it out here
