Case study:
Google organized a developers event in China. To add relevant context to Google, Mills created a AR-Bunny Android character to interact with the audience. The Bunny Android was seen as a Google personality celebrating the Mid-Autumn festival with the Google’s audience.
Developing a marketing archetype involves defining the core personality traits and characteristics that will guide your brand’s messaging and interactions with your target audience.
Here's a step-by-step guide to help you create a compelling marketing archetype:
Familiarize yourself with the 12 archetypes, which are universal symbols that represent human motivations and desires. These archetypes include the Innocent, the Explorer, the Sage, the Hero, the Outlaw, the Magician, the Lover, the Jester, the Everyman, the Ruler, the Creator, and the Caregiver.
Identify the core values that underpin your brand’s identity. These values represent what you stand for and what you believe in. They will help you align your brand with the right archetype.
Explore your brand’s personality traits, including its tone of voice, visual style, and overall messaging. Consider how you want your brand to be perceived by your target audience.
Understand the demographics, psychographics, and behaviors of your target audience. This will help you determine which archetype resonates most with their motivations and aspirations.
Evaluate the 12 archetypes and consider which one aligns best with your brand’s values, personality, and target audience. Consider how your brand embodies the characteristics of that archetype.
Create a compelling narrative that embodies the essence of your chosen archetype. This story should highlight your brand’s role in the lives of your target audience and how it can help them achieve their goals.
Ensure that your brand’s messaging, visuals, and overall communication channels consistently reflect the chosen archetype. This will create a cohesive and memorable brand experience.
Regularly evaluate your brand’s performance and how your chosen archetype resonates with your target audience. Be prepared to adapt your strategy as needed to ensure your brand remains relevant and effective.