Be Passionately
Curious

WHAT DOES YOUR CUSTOMER ACTUALLY WANT?

Consciously or not, buyers are feeding countless different emotions, such as feelings of status or belonging, as a direct or indirect result of purchasing what you have to offer. By determining your brand’s core values, and incorporating them into every touchpoint, you’ll be able to offer your customers more than just a product or service. Their commitment to your brand will be based on this moral connection, and it will transcend geographic, economic, or cultural differences.

What to do:

❶ On your piece of paper, make a list of the following archetypes:

Provides structure to the world
– Caregiver (Offers service, is nurturing)
– Ruler (Offers control, is organized)
– Creator (Offers innovation)

Connects with others
– Lover (Offers intimacy)
– Jester (Offers enjoyment, is free-spirited and witty)
– Everyman (Offers a sense of belonging)

❷ Discuss the different characteristics you would expect from a person or brand with these different positions.

❸ Consider which archetype your brand could excel under, differentiate itself within, and live up to. You should be able to cross off half of the list very easily. Take your time choosing just one and then make sure your entire team understands how to bring this archetype to life within your business model.

The Brand Archetype tool is a Carl Jung-inspired exercise.