ARCHETYPES IN BRANDINGA Better Way to Approach Branding & Experience Design

Natalia Klishina @NataliaOnFire

“People don’t buy what you do; They buy why you do it.”

SIMON SINEK Start With Why

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What products/services do you offer? We make great computers.

What is your cause? Why do you exist? We believe in challenging the status quo and doing things differently.

What makes you special/unique? We make products that are beautifully designed and user friendly.

WHY

HOW

WHAT

THE GOLDEN CIRCLE

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SO HOW DO WE GET TO THE WHY?

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“All the most powerful ideas in history go back to archetypes.”

CARL GUSTAV JUNG The Structure of the Psyche

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BRAND ARCHETYPESArchetypes are the perfect way to start defining the intangible characteristics of a brand and its why.

Based on personality types from classic storytelling, brand archetypes help create rich personality for a brand’s creative development.

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BRAND ARCHETYPE

Provides context for external-facing brand personality and tone

Brand Manifesto

Brand Logo & Tagline

Brand Website

Brand Positioning

Brand Voice

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@NataliaOnFire Carl S. Pearson

HOW DO YOU CHOOSE A BRAND ARCHETYPE?

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And what if 12 isn’t enough?

ARCHETYPES IN BRANDING: A TOOLKIT FOR CREATIVE STRATEGISTSMargaret Hartwell

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PRACTICE, EXPLORE, FIND WHAT WORKS FOR YOU…

and maybe make your own

ARCHETYPE CARD SORTING SESSION

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Who aren’t you?

Think about why you do what you do.

Eliminate families that don’t feel right.

Who are you?

Expand remaining families and discuss why they resonate.

Get specific.

What specific traits do you care about most? Sort cards into yes/no piles and remove all

“no” cards.

Pick 3.

Get ruthless. Remove all but three (or fewer)

cards.

GET DOWN TO 3 CARDS

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AND REMEMBER…

It’s about the conversation, not the cards.

It’s your job is to provide a recommendation on which archetype will best suit your client’s brand.

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5 KEYS TO CHOOSING THE RIGHT ARCHETYPE

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01AUTHENTICITY Is your archetype true to who you are, or is it just someone you’d like to be?

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02PURPOSE Does this archetype embody why you do what you do?

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03LONGEVITY Will this archetype stand the test of time as your company evolves?

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04UNIQUENESS Is this archetype different from most of your competitors’ — or can you own it in a different way?

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05APPEAL Is this an archetype your customers will be drawn to?

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ARCHETYPES IN ACTION

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APPLE

“Think Different”

IBM

“Smarter Planet”

The Visionary

LYFT

“Your Friend With a Car”

The CompanionThe Maverick

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A CLIENT’S JOURNEY

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THE MUSE Considered a source of knowledge and

inspiration, the muse finds fulfillment in

breathing inspiration, vitality and optimism

into others. The muse brightens the dark

corners of the human mind. This archetype

brings energy and radiance to situations.

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WE EXIST TO CREATE UNFORGETTABLE SHARED EXPERIENCES

WHY

HOW

WHAT@NataliaOnFire

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NEW LOGO MARKOLD LOGO MARK

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IF EVER IN DOUBT, REFER BACK TO THE

ARCHETYPE

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THANK YOU

Natalia Klishina NataliaKlishina.com

Natalia.Klishina@gmail.com @NataliaOnFire

The Hero and the Outlaw (2001) Margaret Mark & Carol S. Pearson

Archetypes in Branding: A Toolkit for Creatives and Strategists (2010) Margaret Hartwell & Joshua C. Chen