Archetypes are formulaic but how they evolve into your Brand leaves plenty of scope for originality.
Brand archetype theory is not meant to be viewed as a formulaic “instant identity” to solve all your branding problems. Rather, it provides structure and acts as a sounding board to help determine how you can best convey the meaning of your brand to those you are trying to connect with. – Nyla
1 2 3 Steps to Building a Strong Brand
A Young & Rubicam study of over 13,000 brands and 120,000 consumers confirmed that the more profitable brands were also the ones that aligned closely with a single archetype, rather than those who had “confusing” brand archetypes, or identified with multiple archetypes. So,
1. Prioritize – identify which is your dominant archetype and commit to it. MAAS can help you navigate this process.
2. Differentiate – in the same way that all the heroes you see on this page are different from each other, identify what makes you unique and then let it inform and shape your brand personality until it is equally distinctive. This is what MAAS excels at.
3. Saturate – consistently apply your new brand across the board – don’t compromise or deviate, don’t think a particular platform or application is “different” or “unimportant” – internally and externally, its all one. MAAS knows how to deliver this.