Branding Strategy

Service Description

Brand consultants work to bring products to market, adjust prices, and offer creative expertise to position a company and its products in a certain way in the minds of consumers. Part of our work will be assessing where a brand currently stands in the market. Competitor analysis, research, and archetypal branding design fall under the scope of work we’ll undertake to get to know the real feeling your audience has towards your brand. Marketing is fundamentally about behaviour. You have to know the desire of your audience, build your brand with a personality that connects on a human level and understand the behaviour and needs of those it interacts with so you can meet their demands. One of the most vital parts of creating a strong brand identity your audience can develop a deep connection with is understanding your brand archetype. The greatest brands in the world can be identified by a clear archetype that is reflected in every aspect of their visual design, messaging, language, products, and personnel. Our work on archetypal branding uses Swiss psychiatrist Carl Jung’s 12 personality archetypes as a foundation before delving deeper into familial archetypes and their suitability for today’s modern businesses. Some of the primary archetypes used are the Citizen, the Explorer, the Lover, the Sovereign, and the Outlaw – think of Harley Davidson motorcycles, a brand infused with attitude to best demonstrate the power of the Outlaw brand archetype in action. These archetypes can help businesses by providing a clear brand personalities, the who of a brand, that connects with audiences on an emotional level. This brand personality permeates throughout the whole business from its internal and external communications to its visual style and attitude. These personality types can also be used as part of a deeper analysis of your customer personas to better understand how to communicate with them – their triggers, turnoffs, preferred channels and more.