HubSpot: 3 Tips to Create a Brand Archetype for Your Business [+ 4 Examples]

HubSpot just posted a insightful write-up:

When I start a TV show, I immediately try to identify each archetype. Who’s the protagonist? Who’s the villain? Who’s the unsung hero saving the day at the last minute? Sometimes, it’s clear from the very beginning and others, you can’t tell until the very last scene. The point is that these archetypes are universally known personas that are used to tell a story. They help us as viewers understand what’s going on and help us get emotionally invested in the characters. In real life, brands use archetypes to shape their narrative. Let’s cover the 12 brand archetypes, how to define yours, and review some examples from popular brands today. The archetype model is credited to Author and Thought Leader Carol S. Pearson, who outlined the 12 archetypes in her book “Awakening the Heroes Within.” An archetype is more than just a persona or character – it’s tied to a…

More here: 3 Tips to Create a Brand Archetype for Your Business [+ 4 Examples]