Archive for April 20th, 2009
Is Your Brand a Hero or an Outlaw?
12 Brand Archetypes
One of my all-time favorite books on branding is The Hero and The Outlaw: Building Extraordinary Brands Through the Power of Archetypes by Margaret Mark & Carol Pearson. It references many well known brands that use archetypes to promote their products, relate to customers, and differentiate themselves. People find a way to connect with brands through the use of archetypes.
Brandhouse.com will allow you to Find Your Archetype by taking a quick online quiz. Once you identify your archetype, find a way to incorporate it into your promotional strategy. Your archetype should mirror the identity you desire for your brand. If it doesn’t, don’t feel limited by your test results. Brandhouse.com is only a tool. If the description does not fit into your plan, feel free to develop a different archetype! In addition, modeling your business after an archetype that is unique to your industry could give you a competitive advantage. Be a leader within your industry and distinguish your brand.
Can you identify which archetypes are embodied by your favorite brands?
