The more you explore brand strategy, the more you realize that branding is about the science and psychology of people and not about logos, typography or colors.

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In this episode, you’ll learn why brand archetypes have become such an important element of brand strategy and how to use them effectively with this 5 step framework.

First, you’ll learn how going beyond demographics and psychographics allow you to identify the personality of your audience and the archetype they’re most aligned to.

Then, you’ll discover how to combine desires, characteristics, and your audience’s needs to understand the emotional landscape of your audience.

Finally, you’ll learn how to identify the most appropriate archetype mix for your brand to use as the foundation for your brand personality.

By the end of this episode, you’ll have a 5 step framework you’ll be able to take into your brand strategy process, to develop brand personalities that will connect with the audience.

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