Discovering, understanding and embracing archetypes can build a stronger, more meaningful brand: it can be one of the most powerful tools in branding. How has Anthony Bourdain, the adventurous explorer, been so successful at exposing us to exotic culinary traditions around the globe? Why is Oprah the most powerful woman in the world? What has led to the resurrection of a brand like Levi's? They all know, embody, and communicate the power of their archetype. Archetypes help personify a brand, borrowing established character types from human storytelling. Using these archetypes helps define a brand’s personality and character and provides a clear path forward.
In this lunch and learn, Sunny and Ashleigh will cover:
A brief history of archetypes and why they matter;
The 12 Archetypes and some examples of how archetype characteristics and story patterns continuously re-emerge and can be a means to effectively tell your brand’s story;
- The process we go through in discovering a brand’s archetype;
- An interactive exercise and much more!
Co-Founder & Creative Director
In 2014, Sunny was named one of GDUSA’s Top 25 Creatives to Watchand writes for Forbes, Entrepreneur and Inc. Magazine. Sunny is also a member and contributor for the YEC, an elite organization compromised of the world’s most successful entrepreneurs. Fascinated with instinct, paper boy hats and great writers, she loves storytelling and anyone that can make her laugh. Oh, and you should see her play guitar.
Co-Founder & Brand Strategist
Ashleigh is a brand strategist, creative thinker and designer. Ashleigh is an Inc. 30 under 30 alumni and the youngest Count Me In for Women’s Economic Independence award winner. Born and raised in Chicago, Ashleigh shows up to do work that matters, not for accolades.
So, are you the Hero, the Rebel or the Magician? Find out more this May 8th!
"If I tell you, 'I am a Rebel, a badass outlaw' you know immediately how you would relate to me. Brands can also harness the power of the archetype to connect with their audience and evoke an emotional response."
Crafting Identity - Working Lunch Recap
As a creative professional, I strive to be a Creator. I doubt anyone would describe me as a Rebel, but I secretly wish I was one. And, in my everyday life, I am an Innocent, an optimist dreaming of ways to make things better. Since attending the "Understanding the Brand Archetype" working lunch presented by Sunny Bonnell and Ashleigh Hansberger from Motto, I've been pondering my personal archetype and those of the brands around me.
Branding is hard. Self-branding is a chore at best. But branding a product in an already saturated market or giving the intangible service a sense of purpose? Ugh. The branding process can get complicated quickly and when not guided aptly, it often ends up like the muddy scribbles of a two year-old using all the crayons.
That's why I was intrigued when Sunny declared "If I tell you, 'I am a Rebel, a badass outlaw' you know immediately how you would relate to me." Because she was right. Before she finished her sentence, I had already invoked mental images of her as a gritty gunslinger kicking ass and taking names. I had branded her in my mind instantly.
"Brands can also harness the power of the archetype to connect with their audience and evoke an emotional response. Archetypes transform lifeless things into tangible aspects. They transcend age, race, and culture. When you anchor a brand against something iconic or symbolic, it gains that signifigance and identity. Archetypes create a path for clients to talk about their brand as it informs the language and visuals to use", explained Sunny and Ashleigh.