A brand is an archetype. In dealing with human beings, when it comes to selling, you are pertinently looking into human motivation, if you want your enterprise to succeed. A way to engage more effectively with potential buyers is to use human psychological archetypes in our brand communications to engender a stronger human connection with clientele. When the archetype permeates all corporate communications the voice is singular and the branding is focused. View the 12 common archetypes here.
The first step in brand design is to define the archetype, once you have that you can create the brand persona which is the visible manifestation of an intangible, but archetypal reality; the (almost palpable) presence of a person. A brand persona acts as a mediator between a service provider and a customer by displaying the brand promise as an unwavering message to brand users, which, over time becomes an instilled perception of expectations. When expectations are met over time, you build trust. With brand loyalty, you get equity. Once you have equity, you’re made.
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See some of my previous work below.