Before we continue, a quick recap of the #3 — Brand Foundations if you need it:
Your brand has a soul. What it lacks is personality.
We’re going to build it by playing with personality sliders.
Copyrights: Hyperstonk. (Click on the image to zoom in)
We’ll place your mark on the sliders in the table below.
Each slider opposes two concepts. For example, “Innovative” and “Traditional”.
To position your brand on each slider, click on the “Selection” box in the table and choose a number for the slider.
How does the brand want to be perceived?
Now, we will start defining the image your brand wants to project to the public. We will use the Brand Archetypes most frequently used in marketing to do this.
Why use them?
In mental space, archetypes are permanent repositories of experiences continually repeated over generations. Pellemans - 1998
A tribe’s mythology is its living religion. Jung - 1947