You now have to decide what ‘image’ you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place. –David Ogilvy
It’s not a mistake or coincidence that the same types of characters show up throughout pop culture, stories, and history. Our brains are wired to organize ideas by grouping like things together. Deep down we want to connect with people – not products or services. If a brand adopts a primary character archetype, people recognize it – it’s familiar. They understand what you stand for.
By figuring out what your brand archetype is, you are given a powerful model to craft your brand around. When people understand your brand, they can begin to LIKE + TRUST you, which leads to sales. (Which, I like.)
The names of the archetypes were defined by Dr. Carol S. Pearson and Margeret Mark’s The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes.