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How to Use the Brand Archetypes for PR
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A brand archetype helps define the personality and voice of a business. Identifying your brand archetype guides the PR team in crafting the messaging and content that reinforces the brand’s image to better resonate with your target audience. This week, episode 24 of the FiredUp! podcast is about how to use brand archetypes for PR.
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In this episode of the FiredUp! podcast, the team shares how the 12 brand archetypes help audiences unconsciously understand a brand’s personality and how knowing the scope of your brand can help determine your archetype and thus, drive strategic decisions.
Chris, Morgan, and Ian discuss:
- Breaking down 6 of the 12 archetypes (the sage, hero, ruler, creator, magician, and rebel) to better understand why a company might resonate with one over another.
- Examples of companies that fall under each of the archetypes and how they successfully embrace it in everything they do.
- What your specific brand archetype means for your PR team.
- How Firebrand went through the process of determining and implementing our archetype.
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LINKS MENTIONED IN THIS EPISODE:
Elevate Your PR Campaign with the 12 Brand Archetypes
The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes by Margaret Mark and Carol S. Pearson
Chapters
1. How to Use the Brand Archetypes for PR (00:00:00)
2. The Sage archetype. (00:04:37)
3. The Hero archetype (00:08:41)
4. The Ruler archetype. (00:13:54)
5. The Creator archetype. (00:17:08)
6. The Magician archetype. (00:21:13)
7. The Rebel archetype. (00:30:01)
8. Briefly highlighting the remaining 6 archetypes and companies that embody these archetypes. (00:33:57)
9. The Firebrand team discusses their approach to determining their own archetype. (00:35:59)
10. Knowing about the archetypes helps you identify not only your archetypes but better understand the subcategories that go alongside them. (00:44:54)
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