#26: Create Magnetic Demand With Character Archetypes

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Feb 10, 2016

Margaret Hartwell, author and co-producer of "Archetypes in Branding: A Toolkit for Creatives and Strategists," discusses the transformative power of character archetypes in branding. She highlights how brands like McDonald's use archetypes to forge emotional connections with consumers. The conversation also delves into four key archetypes that shape brand identity, the impact of storytelling on consumer trust, and the evolving role of millennials in shaping modern marketing. Hartwell reveals how a human-centered approach can make brands more relatable and engaging.

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INSIGHT

Power of Archetypes in Branding

Archetypes are universal symbols and themes from the collective unconscious that connect deeply with emotions across cultures.
They increase brand value, build trust, and help differentiate companies in commoditized markets.

ADVICE

Humanize B2B Marketing

Move B2B marketing focus from features to emotional connection by revealing your brand's motives.
Build trust by showing authentic personality and purpose behind your business.

ANECDOTE

Tech Startup Embraces Pioneer Archetype

A tech startup shifted from a feature-focused, sterile image to a pioneering archetype, unifying B2B and B2C brands.
This brought soul back to the brand and enlivened internal and external communications.

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Margaret Hartwell is the author and co-producer of "Archetypes in Branding: A Toolkit for Creatives and Strategists." She joins the Business of Story Podcast to reveal how implementing character archetypes will humanize brands.

The Business of Story is sponsored by ACT!, Sigstr, Emma, Convince & Convert, and Zignal Labs.

ACT! helps individuals, small businesses, and sales teams organize prospect and customer details in just one place, ultimately driving sales. Visit http://actstory.com and enter to win a pair of BOSE noise-cancelling headphones.
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In This Episode

Brand archetypes and personality archetypes based in Jungian psychology
Why archetyping is so important to business
How to use archetypes to understand where your brand gets authentically positioned in the marketplace
How business leaders can use archetypes to help set company vision and mission
The four primary archetypes

Resources

Archetypesinbranding.com
Margaret's Archetype Cards
“Archetypes in Branding: A Toolkit for Creatives and Strategists,” by Margaret Hartwell
"The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes,” by Margaret Mark and Carol Pearson
Chipotle's "The Scarecrow"
Apple's 1984 Spot
Carl Jung
Jean Shinoda Bolen
James Hillman
“Women Who Run With the Wolves," by Clarissa Pinkola Estés
"Sacred Contracts," by Caroline Myss
"The Book of Symbols," by Taschen
"The Neurobiology of the Gods," by Erik D. Goodwyn
Livework Coaching
"Building Trust Through Story," with Dr. Paul Zak

Visit http://bit.ly/BizofStory for more insights from your favorite storytellers.