What's up brand builders! Stephen Houraghan here of BrandMasterAcademy.com and in
this video you're gonna learn how to use brand archetypes so you can become more
strategic in your brand building approach and build brands that connect
on a human level.
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and techniques to grow your business well then hit that
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now when I first came across the term brand archetypes I've been doing a lot
of research on brand strategy already I've been reading a lot of articles and
reading a lot of books and as far as brand archetypes is concerned I read
plenty of books in that space specifically The Hero And The Outlaw and
Archetypes In Branding so it's an area that really fascinated me because it
opened up this whole new world of psychology and science and how that's
applied to branding so it really did fascinate me and the more I learned
about that space the more I wanted to know but when the penny dropped for me
with archetypes and science and psychology in and around branding it
made me realize that branding was not about logos it wasn't about fonts colours
typography it was about humans connecting with an idea it was about the
understanding of humans and how humans connect and that's when it really opened
this world for me as to what my role in branding was my role in branding was to
connect the business with an individual and you do that through personality and
human connections so from there I developed a five-step process that I was
then able to use to develop personalities for the brands that I was
building for my clients and that's the process that I want to teach you today I
want to go into each and every one of those steps so you know how to use
archetypes number one understand your audience's personality now on the entry
level when it comes to brand strategy and identifying your audience through
research and through an audience persona demographics and psychographics are the
go-to but really when you do that due diligence and you learn about the
demographics of your audience and you learn about the psychographics you don't
really have a deep understanding of who that person is to really understand who it
is that you're trying to appeal to who you're trying to appeal to for that
brand for that business you really need to go a lot deeper and really start to
understand their personality step number two align your audience to an archetype
now when you do all of this research as to who your audience is and you start to
understand them then you can identify the core desires of your audience and
this is the key here you need to understand the core desires of your
audience what it is that they want because then you can map them to an
archetype that best suits their own personality number three identify
attractive characteristics so now you know your audience you know their
personality you know what their core desire is and you're able to map them to
an archetype so you have all of this information so now you can identify the
characteristics that they're most attracted to and that leads into
identifying who your brand archetype is gonna be if you know the characteristics
that your audience are most attracted to then you can use that information to
develop your own personality number four know what they need now it's very easy
in the early stages of this archetype development and this personality
development to jump to a conclusion about what archetype is best suited for
your brand but once you understand who the audience is and you've mapped them
to a personality it's not simply a case of matching then like for like you need
to understand what it is they want from the relationship that they're going to
have from your brand do they want you to encourage them do they want somebody to
hold their hands somebody to guide them somebody to be an authority in their
lives what is it that they want from their relationship with you and you need
to take the time to understand that before you define what your archetype
will be and number five define your brand archetype mix so already at this
stage you have a lot of information about who your audience is and that is
critical information that you need to define a personality that's gonna appeal
to that person and you also know what they want from the relationship from
your brand what is it that you're going to be in their lives so once you have
all of that information then you can define what archetype is going to best
suit your audience what archetype is gonna best appeal to your audience now
you don't necessarily need to pick a single archetype here it is
very important that you do have a core archetype so your personality is quite
defined but you can use a secondary or an influencer archetype to further
appeal to other desires that they have so again understand who the audience is
understand their desires and what characteristics they're attracted to and
what they want from your relationship before defining that role but once you
have all of that information you can define your archetype or archetypal mix
and you can build your personality from there now if you are watching this video
it's because you're interested in how archetypes can help your brand be more
of a human so to have more of a personality to connect with your
audience on a human level so you're probably coming to a conclusion at this
stage that branding is far more than just those visuals you might have had
that conclusion already but this really is the gateway into what real branding
is because this is the psychology behind branding the science behind branding the
human connection behind branding and at the end of the day that is what branding
is all about taking an audience or a group of people and making a business
more attractive to those people through personality traits through displaying
personality traits that they're going to be more attracted to so it's a really
really useful tool and if you are building strategies for your brands
then you really need to master the art of archetypes now as I mentioned before
archetypes is one of my favorite topics when it comes to branding and psychology
and science behind it so you will definitely see more videos on this
channel over time in relation to this topic but if you did like this video
then please give it a thumbs up and hit that subscribe button and hit the
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have you used archetypes before within your brand building and is archetypes
and science and psychology something that you believe in
and something that you believe is important when it comes to branding I'd
love to know in the comments below if you've got any challenges in relation to
building a brand through personality or through archetypes let me know in the
comments below I'll do my best to answer all of those questions until next time
brand like a master and I will see you in the next video!