archetypes in branding - by natalia klishina
TRANSCRIPT
ARCHETYPES IN BRANDINGA Better Way to Approach Branding & Experience Design
Natalia Klishina @NataliaOnFire
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What products/services do you offer? We make great computers.
What is your cause? Why do you exist? We believe in challenging the status quo and doing things differently.
What makes you special/unique? We make products that are beautifully designed and user friendly.
WHY
HOW
WHAT
THE GOLDEN CIRCLE
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“All the most powerful ideas in history go back to archetypes.”
CARL GUSTAV JUNG The Structure of the Psyche
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BRAND ARCHETYPESArchetypes are the perfect way to start defining the intangible characteristics of a brand and its why.
Based on personality types from classic storytelling, brand archetypes help create rich personality for a brand’s creative development.
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BRAND ARCHETYPE
Provides context for external-facing brand personality and tone
Brand Manifesto
Brand Logo & Tagline
Brand Website
Brand Positioning
Brand Voice
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Who aren’t you?
Think about why you do what you do.
Eliminate families that don’t feel right.
Who are you?
Expand remaining families and discuss why they resonate.
Get specific.
What specific traits do you care about most? Sort cards into yes/no piles and remove all
“no” cards.
Pick 3.
Get ruthless. Remove all but three (or fewer)
cards.
GET DOWN TO 3 CARDS
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AND REMEMBER…
It’s about the conversation, not the cards.
It’s your job is to provide a recommendation on which archetype will best suit your client’s brand.
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01AUTHENTICITY Is your archetype true to who you are, or is it just someone you’d like to be?
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04UNIQUENESS Is this archetype different from most of your competitors’ — or can you own it in a different way?
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APPLE
“Think Different”
IBM
“Smarter Planet”
The Visionary
LYFT
“Your Friend With a Car”
The CompanionThe Maverick
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THE MUSE Considered a source of knowledge and
inspiration, the muse finds fulfillment in
breathing inspiration, vitality and optimism
into others. The muse brightens the dark
corners of the human mind. This archetype
brings energy and radiance to situations.
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THANK YOU
Natalia Klishina NataliaKlishina.com
[email protected] @NataliaOnFire
The Hero and the Outlaw (2001) Margaret Mark & Carol S. Pearson
Archetypes in Branding: A Toolkit for Creatives and Strategists (2010) Margaret Hartwell & Joshua C. Chen