How To Use Brand Archetypes [5 Step Framework]

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Learn how to use brand archetypes to develop a brand personality and connect your brand through human characteristics.
#brandingarchetypes #brandstrategy #brandingtips
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The more you explore brand strategy, the more you realise that branding is about the science and psychology of people and not about logos, typography or colours.
In this video, you’ll learn why brand archetypes have become such an important element of brand strategy and how to use them effectively with this 5 step framework.
First, you’ll learn how going beyond demographics and psychographics allow you to identify the personality of your audience and the archetype they’re most aligned to.
Then, you’ll discover how to combine desires, characteristics and your audience’s needs to understand the emotional landscape of your audience.
Finally, you’ll learn how to identify the most appropriate archetype mix for your brand to use as the foundation for your brand personality.
By the end of this video, you’ll have a 5 step framework you’ll be able to take into your brand strategy process, to develop brand personalities that will connect with the audience.
0:00 How To Use Brand Archetypes [5 Step Framework]
1:48 Step #1 - Understand Audience Personality
2:23 Step #2 - Align Them To An Archetype
2:45 Step #3 - Identify Attractive Characteristics
3:13 Step #4 - Know What They Need
3:55 Step #5 - Define Your Brand Archetype Mix
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Опубликовано:

7 июл 2024

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Комментарии : 44

@mohamedtsattia Год назад

This is definitely one of the videos that made me fall in love with the branding profession.

@BrandMasterAcademy Год назад

👍👍👍👍

@mcafann 4 года назад

Stumbled on your channel yesterday and its been a breath of fresh air. All the way from Nigeria.

@BrandMasterAcademy 4 года назад

Cheers Kevin 🙏 glad you’re enjoying the content

@Vidorraofficial 4 года назад

Hey Stephen a really random comment - on a couple of videos I’ve noticed that your intro music is much much louder than your speaking voice and on headphones it’s blasted my ears 😂 Just wanted to alert you in case you weren’t aware of this. Thanks for great content I do appreciate it.

@BrandMasterAcademy 4 года назад

Sorry Vidorra... hope your ears are ok 😀 ... Sound is something i've upgraded recently, - you'll notice a difference in the upcoming videos and beyond 👍👍

@seventeendiamonds 2 года назад

A lot of the videos seem to talk about the same thing but because you know so much about what you are talking about, you explain it in a way that allows to understand things that I may have missed in another video for example understanding how your audience wants to have a relationship with you - what role they want you to play .

@BrandMasterAcademy 2 года назад

Much appreciated 🙏

@seventeendiamonds 2 года назад

@@BrandMasterAcademy :)))

@sweeticejewelry5745 Год назад

this video is so underrated

@BrandMasterAcademy Год назад

👍👍🙏🙏

@haidyyousif2125 3 года назад

You are Rocking ! Informative and Interesting Content i ever Seen about Branding .Big Thank you 3> for every Video

@BrandMasterAcademy 3 года назад

Thanks Haidy 🙏😊

@zid-ziddy-zid6821 3 года назад

great video dude, you deserve more subs, keep them coming

@BrandMasterAcademy 3 года назад

Much appreciated 🙏

@alyssapaulinehernandez1997 3 года назад

Thank you😭❤️

@BrandMasterAcademy 3 года назад

Most welcome 👍

@jatakiameet 3 года назад

wonderful videos mate. Wonderful Content and real piece of knowledge

@BrandMasterAcademy 3 года назад

Much appreciated 🙏

@Oluwatoyosi.A Год назад

❤ amazing

@BrandMasterAcademy Год назад

👍👍🙏🙏

@mannyade2890 10 месяцев назад

You’re a legend

@BrandMasterAcademy 10 месяцев назад

Much appreciated 🙏

@danfox6137 4 года назад

This is a fascinating subject. I'd love to learn more about selecting your own archetype mix, once you know the archetype of your audience 👍

@shellireichwaldgarson5338 4 года назад

Are you in New York, Dan? Would love to connect and chat more about this topic.

@danfox6137 4 года назад

@@shellireichwaldgarson5338 Unfortunately not, I'm in the UK!

@AbigailK 4 года назад

Have you done an archetype assessment? If you have then you should have seen your top 2 or 3 archetypes. And then take into account what your audience’s dominant archetype is and build from there.

@danfox6137 4 года назад

@@AbigailK I have. But I would imagine that the majority of my target audience are very different. My archetype mix is innocent/ caregiver

@suunnittelupajapikseli 3 года назад

Thanks for the video, Stephen! Your approach to archetypes is very different from others I follow. What's your advice to starting businesses with no customers? How can they define their archetype?

@ryancarter6551 3 года назад

Hi Suunnittelupaja Did you ever find the answer to this question?

@BrandMasterAcademy 3 года назад

Start with the challenge you're solving. Ask who needs help with this challenge and then based on your own expeirence / capabilities etc, who are you best placed to serve.... this is your audience... Regardless of whether you have customers or not, you really need to define that audience

@minnanurminen 3 года назад

@@BrandMasterAcademy Thanks! Is this something you talk about more deeply in Brand Master Academy?

@fashionspy96 2 года назад

What would you recommend for a retail company? I have a small business selling makeup brands from the us that can't be found in "regular stores" in my country, and i don't know how to create a strong differentiable brand that doesn't "clash" with the brands i carry. It's like i feel like it has to be "strong enough" to be recognizable, but "bland" enough so that it "makes sense" alongside the brands that i sell. Also: would you recommend limiting myself to "higher end" brands or "low cost" brands or would you cover a wide array of them? I feel like having as many as i can is a good idea, but I've been told that "the person who's going to pay $XXXX for a lipstick, doesn't want to see that there's an $X lipstick right next to it, it's not exclusive enough. I'm confused

@na362 2 года назад

Hi, first of all thank you for your awesome explanation. Right now I'm reading the same book you mentioned here. I just got a question: How to get to know what does an audience want form you when you're just starting out? I'm just starting out, I don't have any data except geographic and yes, I made a buyer persona template according to a spsychographic questions. Thank you :)

@BrandMasterAcademy 2 года назад

The best way is to try to inteview the exact customer type you're aiming to attrasct to ask them specific questions about their wants / needs / fears / desires / challenges etc... you learn a lot from speaking directly to the audience

@paretoparfum7733 2 года назад

I like dude ❤

@BrandMasterAcademy 2 года назад

👍 👍 👍 👍

@gabrieladias3301 2 года назад

⭐⭐⭐⭐⭐

@user-kd6tb2qx6v Год назад

Hello, thank you for all the knowledge :) I left my mail on your web page linked in the description but I did not get a mail wit the blueprint. Can you look into this?

@BrandMasterAcademy Год назад

It seems you’ve previously downloaded the blueprint which is why it hasn’t resent. Here’s the email ____________________________ Here's your download, brandmasteracademy.com/wp-content/uploads/2021/10/BMA-PRO-Brand-Stategy-Blueprint-4.pdf The PRO Brand Strategy BluePrint The blueprint lays out each of the steps you need to take to build a brand like a Pro Brand Strategist. These are the steps that we use in our successful branding agency so take the time and go through them properly. I recommend going through it once, then circling back to the beginning to attack each step one at a time. Roll your sleeves up, get stuck in and start applying this process to whatever brand you're building right now. I'm gonna go deep on these topics with plenty more actionable brand strategy insights to come. Cheers, BMA Support

@eyalyatzkan3098 11 месяцев назад

hey Stephen! can a brand be luxury if his customers are the innocent archetype? unlike the ruler archetype who wants to feel superiority, the innocent wants to feel happiness. so is pulling the buttons of exclusivity and high end products will not appeal for the innocent? im a woodworker who builds natural high end wooden furniture and cant decide which client to aim for thank you!

@BrandMasterAcademy 11 месяцев назад

Although they’re rare, they do exist. Tiffany is an example of a luxury brand that’s aligned with the Innocent characteristics. It’s about really understanding what segment of the market you want to go after (and why)