Process and Outcomes: The How-To of Archetypal Branding

Archetypal branding processes often begin by utilizing one of the assessment tools, such as the IBM® Kenexa® Cultural Insight Survey, that type a group based on how much their strengths and values reflect one of 12 universal storylines. This generally is followed by qualitative work to further develop and customize the story, succeeded by target audience testing. The archetypal framework also can be used to help a leadership team explore its story-based internal identity without a full assessment process. Once a storyline is in place, communications strategies and tools to express it can be developed.

Ultimately, the archetypal approach to branding can help organizations and individuals:

  • identify their most powerful branding tool—a communications “storyline” that casts them as the central figure in a compelling, enduring story that conveys their unique value;
  • develop and articulate a clear, compelling identity that captures what’s most meaningful and motivating about them;
  • translate their vision, values, and purpose into messages that connect with and inspire others;
  • communicate more powerfully and persuasively in all their communications; and
  • create an attraction field for their endeavors that can become a lasting and leveragable business asset.