In brief: A brand archetype uses a familiar character pattern as an aid for consistent brand behaviour and communication. It must not replace real strategy or knowledge of the customer.
How I use Brand archetype in practice
With Brand archetype I first name the audience, situation and single change the message should cause. I choose evidence and format according to where the person will see it, not personal preference for a channel. Before publishing I check that the main meaning survives shortening, a small display and removal from context.
What to watch out for
A common mistake is copying the form of a successful campaign without understanding the situation. With Brand archetype, context, distribution and the next step all matter. An idea without the capacity to respond and deliver its promise may add a problem for the company.
Questions for a decision
- Whom exactly does the message help, and in what situation?
- What single meaning should the person take away?
- Which evidence carries the main promise?
- How will we capture a quality response and what follows?