Prominent Personas: A New Series on Brand Archetypes and Story

Dec 19, 2019 | Tips & Resources | 0 comments


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Here at Wild Side®, we are all about making magic happen for brands. We see each brand as a platform to tell a beautiful and compelling story. A story that is not only told through pretty visuals and an interesting logo, but through their essence. 

Our social feeds and emails are flooded with countless brand names being thrown in our direction, competing for our attention. It’s more important than ever for brands to focus on creating a lasting connection to their present and future consumers, to speak to their hearts and souls, not just their wallets. 

So when it comes to your brand, you want people to see more than just a pretty face. You want to give them an experience, to evoke an emotion, a longing or nostalgia. It’s that magical, captivating spell that’s cast on them when they browse your website, scroll through your social media, or experience one of your products.

Our secret? Behind all our beautiful art & design, there’s a science, a strategy. Ours is a potent brew of research, scientific evidence, and experience. It’s time that people saw your brand for how beautiful it is on the inside as well.

Because remember: even the best design can’t make up for a lack of strategic brand content, but a strong strategy can overcome mediocre design.

So, you ask, where does one even start when it comes to this science strategy you speak of? We’re glad you asked!  We at Wild Side® believe wholeheartedly in the premise of Archetypes. Each and every brand has one, whether they know it or not.

These archetypes are a brand’s gateway to mastering the potential of universal language and tapping into patterns of thinking and behavior innate to all humans. Carl Jung called this the Collective Unconscious. 

When a core archetype is chosen for your brand, you are able to: 

  • Identify the basic needs of your core consumer that your business must speak to
  • Evoke emotion into your copy and marketing efforts
  • Appeal to specific people by creating a tone of voice in which your business speaks
  • Intentionally position your business among competitors

And more!

However, underneath Carl Jung’s classic Archetypes, there are several characters within, like a Russian Doll. These supporting leads act as a tool to connect to your clients on a subconscious level, harnessing a deeper level of mystical bond. They allow you to bridge the gap between what you think you are communicating and what your audience is actually hearing.

We know that all this branding talk can get a little confusing! That’s why we decided this topic of archetypes deserved some explanation and more importantly, some applications. Sure, you can search Google for all the archetypal definitions out there, but we wanted to create a way to bring you along with the branding experience!

So without further ado, we are excited to introduce a brand new email series every other week, titled:

The Prominent Persona

Every other week, we will take you on a deep dive journey into some Protagonists that we believe represent a meaningful story, one in which upon reading, you might realize it applies to your own brand. Because when there is a stronger understanding of these hidden personas, a more powerful strategy can be implemented from the start, assisting in winning the battle in consumers’ minds. 

Some of the personas we’ve covered so far are:

  • The Wounded Healer (and a dive into Greek Mythology)
  • The Patriarch (and our favorite FRIENDS character)
  • The Mystic (and the role of the psychopomp)

…plus two new personas per month.

Be sure to sign up below to engage in this new series – it’s exclusive and 100% free for our email subscribers! We promise that you’ll learn a thing or two.

Do you recognize any prominent personas or archetypes in your brand story? Let us know in the comments!


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