When I'm helping companies shape their vision, values, and strategy through visuals, a big challenge occasionally pops up when their words or imagery doesn't match the chosen brand personality the company's crafted. It's like planning a meeting or big event, but your team isn't on the same page. When a company's message doesn't match, it can lead to mixed signals, making it hard for people to understand what they're trying to communicate or what kind of people they are.
Crafting a cohesive story with archetypes
To avoid confusion, companies should dig into what their brand archetype is. In simple terms, archetypes are the personalities your favourite brands can have. It's a bit like characters in a story, Imagine your brand is a person; are you the helpful Hero, always there to save the day? Or maybe you're the Explorer, seeking out new and exciting things.
While some brands may embody multiple archetypes, having a central archetype in mind at the outset can help streamline your brand development process.
To avoid this confusion, here's a simple 3 step checklist :
1. Look in the mirror:
- Task: Understand what makes your company unique.
- Goal: Figure out if your brand is more like a hero, an explorer, or maybe a wise sage.
- Outcome: A clear picture of your brand's personality.
2. Ask your audience:
- Task: Have a chat with your customers.
- Goal: Find out how your audience sees your brand.
- Outcome: This gives you info on whether your message connects with your customers.
3. Check your look and talk:
- Task: Look at your visuals and messages.
- Goal: Make sure they match your brand's personality.
- Outcome: A consistent look and message everywhere.
Why a Graphic Facilitator Helps
Think of a graphic facilitator as your guide through this journey. They're experts at turning complex ideas into easy-to-understand visuals, making sure your company's vision and personality are seen and heard loud and clear, and everyone is signing from the same sheet.
Resources
For a quick look into archetypes visit the Iconic Fox webpage.
A great book to read on Archetypes is The Hero and the Outlaw
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