If you discover your brand has an issue, or if you don’t yet have archetypes identified, CharacterLab can help you create your desired archetypal start-point. To do so, you need to reflect on the important strategic question: who do I want my brand to be?:

We suggest you use the CharacterLab approach to interrogate your brand from three different angles:

  1. If you have not done so already, make sure you understand the archetype your target consumers most associate you with today .
  2. Work out which archetypal space, target consumers believe is already occupied by the competition (as many brands as you feel are relevant).
  3. Work with your internal team to determine where does my brand really come from? … keep in mind..
    • What are its roots? What did our founder envision?
    • What is authentic and true about my brand and product?
    • How is it influenced by its parent company (if there is one)?
  4. Based on the results from # 1, 2, and 3, you will need to make a decision about which archetypes should act as the start-point for the development of your brand’s character. If you need guidance, you can always call us.

And if you want to learn more about the archetypes you are interested in pursuing , you can instantly download:

  • A detailed psychological profile of the selected archetypes
  • A portrait of successful brand behaviour built off these archetypes
  • The most leading edge expressions of your archetypes based on how they are represented verbally and visually in culture. You will be able to understand how the most progressive brands in the archetypal space you have chosen are re-defining what it means to be a Ruler, Lover, Jester etc.