Whether you’re just getting your business off the ground or you’re undergoing a rebrand, a branding package suite can be your rocket fuel to branding success.
A brand package is a suite of tools and designs that represent your business. And because you choose or create your branding package elements, it gives you the opportunity to have a brand that’s well-aligned and all the pieces are in sync. This is why it’s such a powerful branding concept.
But branding package selection isn’t a random choice. You need to make the selection carefully and consider many variables. One thing that can be outstanding for guiding you through the selection process is matching your branding archetype with your branding package.
If you’re new to brand archetypes, an archetype is a recognizable persona that matches your brand. This is a powerful model that can help guide your messaging.
First, what is branding archetype
Here’s a quick layout of the brand archetypes.
The Magician. Magician brands create innovative, life-changing products and services. That’s the Ethos they stand for.
The Sage. Sage brands illustrate pure brilliance. You can rely on them for unending wisdom. Think of well-established institutions and thought leaders.
The Innocent. These brands are more virtuous. They often appeal to sentiments like nostalgia.
The Outlaw. Outlaw brands personify and encourage being different, unique, standing out.
The Jester. This brand personality lives in the moment. It’s a fun, playful brand. The marketing matches this outgoing, often comical approach.
The Lover. The lover brand typically aims to have patrons think of them when in thought about passion, pleasure, sensuality.
The Explorer. This brand epitomizes freedom, exploration, breaking free. Think of brands like Subaru cars.
The Ruler. Ruler brands are about exclusivity and luxury. Think top of the line Mercedes Benz. They make it known trough their marketing that they’re high-quality, and thus high price.
The Caregiver. This brand emphasizes caring, nurturing. Family brands, like Johnson & Johnson, reflect this personality in their marketing and offers.
The Hero. Hero brands are about bold, brave living. Think about the US Army. The marketing material is replete with people risking their lives, giving their all.
The Regular Guy/Girl. As the name implies, the regular girl or guy archetype focuses on the everyday consumer. They’re down to earth, relatable, non-pretentious
The Creator. This final archetype centers around brands that strive to create offers their patrons can’t live without. Their marketing messages emphasize the deep value of their products and services.
How does this relate to your branding package selection?
Your branding messaging and assets must revolve around your branding archetype. There’s no room for dissonance here. You create your branding based on your archetype.
What’s the result?
*Your audience can immediately identify you from others. This helps you be distinguishable from your competition. Your ideal customer can quickly select you because they recognize your brand messaging.
*You build brand equity in the market. It’s vital that you stake a claim in the market and become known for what you do and who you serve. A cohesive brand helps you to do this by solidifying your visual image.
*You stand out. It’s important to stand apart in the market. You want to be noticed, not just by those who already know you, but those who may be interested in what you offer. You accomplish this through powerful brand messaging and a suite of brand assets that represent your vision, mission, and voice.
Let’s put these two powerful concepts together
So, you’ve decided to purchase a branding package and you’re aware of your branding archetype, what’s next? How do you sync the two together?
Here’s some guidance:
1. What colors represent your archetype best? Take the time to understand understand color psychology. This will help you when choosing your brand color palette. Use this as guidance for selecting your branding package.
2. What is your voice? Each brand archetype matches a voice, this is the tone of your marketing and communication messages (both internal and external).
3. Which design styles match your archetype? For example, if your branding archetype is corporate and formal, you’re likely to match with branding styles that are traditional.
Aligning your brand archetype with your branding package will mean continuously assessing your archetype and the assets you’re choosing, asking yourself and your team if you’re on the right track. It’s not usually a quick process. Instead it’s a gradual series of comparisons, assessments, and decisions.
You’ll adjust and tweak throughout the process. This is the best way to ensure you select the brand assets that’ll be most effective for connecting with your audience and boosting your brand.