Nucleus - Marketing and Design Newsletter

Hero… Jester… Caregiver… Creator…
Previously, we’ve discussed (using 7 stranded castaways as a fun and familiar touchstone). The idea being that associating your brand with a universally recognized character—or archetype—will make it stronger. Especially when this well-chosen archetype is successfully woven into the fabric of your brand story—your fundamental reason for being.

In the story of your brand, this archetype or brand persona is the main protagonist. It enables you to spin a compelling brand narrative that lets you connect with your customer on a deeper more meaningful level. Of course, this archetype should be an accurate representation of your company and its culture—reflecting your values, vision and voice.

Be consistent. Be consistent. And did we mention be consistent? Is your brand sophisticated and worldly? Exciting and edgy? Or is it comforting and caring? Wherever you land with your brand, make sure that you are consistent with your positioning and presentation.

Always speak and act within the scope of your brand persona in all of your marketing and communication—internal and external. If you are inconsistent or act out of character you run the risk of confusing your customer—or worse coming across as schizophrenic or disingenuous.

Remember, your archetype drives the story of your brand. It is the heart and soul of your business. It creates differentiation and allows you to make a powerful emotional connection to your audience. A brand story told well typically leads to more happy endings for your business.