You didn’t hear this from me but…
She’s crazy. Crazy like Willy Wonka and uncannily asymmetrical like Wes Anderson. The creatives are hard to tie down, head-in-the-cloud types. Me personally, I love working with people like this. No day is the same and they strive to be the best at everything they do. I’d say I’m surprised she’s a Pisces but I think we all saw that coming.
Brand Personification
Sypress loves to say the audience can smell insecurity and ill intentions from miles away. That must be why it’s so important to prioritize the values and goals of your brand and how these messages will be articulated or presented. Breathing life into the brand is a similar process to creating personas for your target audience. First, you begin with the “Why Statement.” Questions like: “how do you differentiate from your competitors” or “what kind of messaging will resonate with your target audience?” (Riserbato, 2020). This is followed by audience research, but I’ll skip over this since we have taken a close look at this process in previous weeks. Next, compile key branding information to decipher brand-audience compatibility. All these details should lead you to discovering your brand archetype. You want these facts to elicit an emotional reaction from the audience (Josephs, 2023). It’s a way for them to connect on a deeper level and feel as though the brand is crucial element weaved into their habits and elevate their lives. Bringing a human connection to storytelling is a great way to produce engaging content while expressing the brand message (Stuckart, 2023). Sypress went through this process and took a quiz. Let’s get to know more about…
The Creator
Before we cover her diary styles notes that go more into depth about this specific archetype, we need to understand the concept.
Brand archetypes are “a way of presenting a brand through symbology, values, behaviours, and messages- as a persona, thus making it more recognizable and relatable to target” (Josephs, 2023). These personas come with the power to curate a niche brand perception which enable subconscious influence over audience behaviours, patterns, desires, and motivations (Maidment, 2021). Now that messaging has been established, we want to give a voice to this brand through tone of voice. This focuses on how we want to share the message with the target audience. Delivery can affect how the message is received and understood, so it’s important to remain true to the brand’s values, easy to comprehend, and frequently in contact (Riserbato, 2020). The content that uses the brand tone of voice to promote the message can be looked at as a resume being submitted to the audience (Stuckart, 2023). It’s a matter of creating a culture and environment for the audience to be vulnerable with your brand, have their problem solved, and continue a supportive relationship beyond purchase.
Creative archetypes aim to create the perfect product or service through innovation and creative problem solving. Where my left-brained baddies at! The fear of stagnation propels these archetypes to individualistic originality (Maidment, 2021). She believes these brands would pair nicely with The Rebel and The Explorer on an invigorating trailblazing path to perfection.
Just remember, if anyone asks you didn’t hear this from me.
XOXO,
Bona Fide Barbie