Join Lindsay Pedersen for an in-depth discussion in this video Archetype, part of Create A Brand Strategy.
- So, now we're at the point…where we've created our verbal brand,…we've created a brand promise with reasons to believe,…and that's kind of like the central nervous system…of our brand strategy.…Having done that, we're going to turn to something…a little bit more right brained.…We're going to define our brand's character.…Human beings connect better with people…than they do with amorphous concepts.…So, knowing that, we articulate what our brand…is like as a person.…
How they show up, how they talk.…That allows us to apply this style…when interacting with our customers with everything we do,…from our messaging, to our imagery,…to our product experience.…Our brand character is another way…for our customer to bond with us…and it's another source of differentiation.…So, let's turn to that.…The first thing I like to start with…when defining our brand's character…is to identify our character archetype.…
We are hardwired to connect with stories.…You may be familiar with Carl Jung, the Swiss psychologist.…He was a student of Freud and he studied storytelling…
In this course, branding expert Lindsay Pedersen explains how to create a compelling brand strategy that gets results for your organization. She demonstrates how to properly frame your strategy and covers brand positioning, discussing how to climb a benefit ladder and determine your position. Plus, she shows how to create a personality for your brand, choose the tone, and create an activation strategy.
- Framing your strategy
- Crafting your brand promise
- Defining your brand character
- Activating your strategy
- Identifying your plan of action