To Understand
I think the best part about writing is making up characters. Fictional beings can exist in a world that is the same, yet different, from ours. Even if they’re not human, what makes them human? What makes them sympathetic? They don’t necessarily have to be relatable or agreeable. But when I approach making a character, I want them to be understood.
It’s really weird to think that brands can be characters.
I’ve never thought about it before starting this program. Honestly, there was something a bit uncanny about a brand being… reasonable, or speaking directly to its audience as the embodiment of some kind of archetype. As one of their audience. It points to how the brand represents itself or what tone of voice it consistently uses.
Seriously, how have I missed it? I’m so busy consuming that I didn’t look at the thought processes behind what was being consumed. What’s better is that it’s in the form of something universally understood by anyone: the hero, the jester, the explorer… it makes marketing more effective. I guess some can see it as dystopian (and, hey, I love a good cyberpunk story), but it’s also such a good way to sell.
The Balance
The first thing that comes to mind is Wendy’s. Who on earth decided to make their Twitter page so humorously unhinged? It’s a big player with its humor.
The second account is Duolingo. I’ve seen their posts on Instagram. They make me laugh or gasp out loud at my screen.
It’s brilliant that brands use humor, relevance, and the right platforms to deliver these punchy pieces of content. Not only that, but they have specific personalities. Duolingo plays on its vaguely ‘threatening’ reputation, and Wendy’s goes with ‘cheeky’, smug lines. It definitely draws in younger demographics. It also helps with audience interactions and builds positive associations to these brands and their services.
Angela McLean, a senior copywriter at Accenture, uses Wendy’s as an example of speaking to a brand’s audience correctly. It engages people by speaking with them, not at them; it understands its customers and what they want while separating themselves from other fast food chains.
At the same time, I’m sure this can get way too obvious. Too much. When there are tons of brands online trying to speak exactly like its consumers, or stretching the value of a good meme, you and I see right through it. There’s a serious balancing act that needs to happen behind the scenes for a brand to stay within these positive associations without overdoing it.
To Be Understood
I see it with my own content in an amateur way. The more I engage with users on my platform, the more attention it brings. The more I cater to their humor while carefully avoiding redundancy, the more valuable my content becomes. It’s not about being super relatable or jokey — it’s about being understood, and understanding the other.
I think I get why I got ‘explorer’ as my archetype, now. I like figuring things out for myself. I like seeing my options and really diving into what works and what doesn’t. That’s adventurous, right? Even if all I have to do is stay in my seat and draw. I’m always looking for a new method to try. It’s about improvement and enjoyment.
Huh. I never said fun in this article. It’s all about that, too. 😉
