Brand writing: How to Build Your Brand – with Archetypes
"Market value and profit margin for brands with a strong archetypal identity rise considerably higher and faster than those without." – that's from a study by Mark and Pearson.
Digging out your brand archetypes is one element in developing your brand voice and tone (more on other elements in later posts)...
People base practically zero of their purchase decisions solely on price. If you’re telling me price is the only driver, you better be wearing €2 Oxfam jeans, have a 1982 Mini wedged against the curb, and be eating a nose bag of scraps the pigs tossed back.
People buy from their tribe. You need to be wearing the feathers of your tribe.
You gotta connect you to them.
So you need to show them ‘who’ you are. We understand ‘who’ through instincts, and the texture of personalities. This is the fabric of our human story. We are story animals.
Finding your Archetypes will help you understand your brand
And it'll help you live it – so everything you do is ‘your brand’. This is not just about your communications – it's also about how you develop your product. Deliberately build archetypes and your brand will stand out, and feel more human and authentic. So:
1. Delve into the personality of your brand, and write your Archetypes.
2. Make your communications (app, web copy, web design, email, case studies, etc, etc etc.) so they ‘enchant’ your tribe – with the personality of your archetypes.
How do Archetypes build your brand communications?
Example 1: You sell herbal tea. But what you’re really offering is moments of transformation. Your archetype may be The Alchemist. This idea should inspire the words and imagery in your communications.
Example 2: You’re a technology company. One of your archetypes may be Pioneer. There’s risk in partnering with the Pioneer. But you have another Archetype to assure people you make things work...
I wrote the Brand Archetypes for Barracuda – Blockchain and AI people. Here they are:
Barracuda are Alchemists, driven by their vision of a new world.
They are Innovators, spotting high-potential ideas a mile away; committed to transforming ideas into realities.
They are Pioneers, pushing past limitations. Highly focused, organised, and daring.
They are Mental Athletes, working with discipline, to consistently achieve peak performance.
They are Engineers, with a structured approach to problem solving, devoted to making things work.
You can see the web copy I wrote based on those Archetypes, here.
Here’s a list of Archetypes you can pick from:
Create a Brand Book:
Don’t treat this as a box-checking exercise. Think deeply about what you are to your tribe. What you can be. Then create a Brand Book with your Archetypes (and other things – I’ll talk about in later articles). Make it nice, so people want to flick through it. Print it and leave it in the office. Make wall art concepts based on your archetypes and your other brand work – to inspire and remind your team of the bigger picture – why choose this company to work with each day...
Give your Brand Book to anybody creating any communications for your company. So they understand your brand, and create more inspired work that connects with your tribe, and builds your brand.
You can hire Richard to help with your Brand Strategy, Brand Writing, and Lean Marketing.