I spend a considerable amount of time with my clients describing their Ideal Client and was looking for a tool that would help us better describe their audience, especially when it came to psychographic information. I came across archetypes, which, to be honest, I had never really heard of before. I started having some of my client’s clients take the archetype survey that I give you the link to at the end of the short video (12:00) below, and it provided nice insight into who we were targeting.

As I read and researched more about archetypes, I found out that they connect deeply with people, and figured we could also utilize them to create a more compelling brand personality. Once you identify your archetype, you can use it to be more relevant with your strategy, communication and brand identity elements, like colors and fonts. You can also use it to identify words and phrases that will mean something to that archetype.

What I found is that I could use archetypes as a creative exercise to explore how my client’s brand would talk, behave and react from the point of view of their specific archetype. For more insight into archetypes, watch the video below. Password: Archetypes