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  • Writer's pictureJessica Plant

Brand Archetype: A Key Element in Crafting Your Brand Strategy

Just like devising the perfect brew, understanding your brand's archetype is essential for developing a flavour that resonates with your audience. By tapping into recognizable characteristics, you can create a brew that speaks to your customers on a deeper level, just like storytelling has been doing for centuries in movies, books, and for brands.


A child dressed up as a superhero


1. Sip on Audience Insights:


Start by getting to know your audience inside and out. Understanding their tastes, preferences, and challenges will guide you in uncovering which brand archetypes will capture their hearts. Think of it as pairing the right hops with your brew to create the perfect flavour profile.


For example, your customer might be the Everyman, but their biggest desire is to create something new, so you will appeal to their Creator archetype.


2. Align Your Brand's Vision and Values:


Once you've pinpointed your audience, it's time to check if your chosen archetype aligns with your brand's vision and values. If, for example, you’re torn between the Hero and the Outlaw, but one of them fits better with your brand's vision, then you have your answer. Always ensure everything in your brand aligns with the 4Vs of brand strategy: vision, values, visuals and voice.


3. Design a Deeper Visual Identity:


From logo to labels, ensure your archetype is reflected in your brand’s identity. Like a distinctive bottle on the bar, make sure your branding is top shelf!


4. Find Your Voice:


Every brew has its own unique flavour profile, and your brand's archetype shapes its voice. Define your brand's voice and tone to ensure it aligns seamlessly with your chosen archetype, just like finding the perfect balance of ingredients.


Brewing Brand Archetypes into Your Marketing Mix:


Now that you've uncorked your brand's archetype, it's time to infuse it into every aspect of your marketing:


  • Craft Bold Ad Campaigns that resonate with your audience's aspirations, just like pairing the right hops with your brew to create a memorable flavour.

  • Brew Engaging Social Media Content that speaks directly to your audience's desires, like stirring up a conversation over a pint.

  • Curate Captivating Copy that captures the essence of your brand's personality, speaking directly to your customers and leaving a lasting impression like a well-crafted brew.

  • Brand Poignant Products with flair and creativity, reflecting the spirit of your archetype, just like naming a signature brew that leaves a distinct impression.


Craft your brand's success with The Brand Brew, branding specialists in Waterdown, ON. Embrace your brand's archetype and infuse it into every aspect of your branding with our Brand Development Experience. Let's create clarity and brew a brand that delights your audience and leaves a profound mark in the marketplace.


Raise your glass to curating a brand as bold and savoury as your favourite brew. Contact us today for a brewed success!



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