4 Keys for Brand Resonance

Different Brand Polarities help differentiate your Brand, either falling to one pole or another, or creating a dynamic tension that make the brand more distinctive and memorable.

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Exclusive vs Inclusive Brands

Exclusive: Focus on higher price point and status, led by scarcity

Inclusive: Focus on opportunities and offers, led by social proof

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Abstract vs Literal

Abstract Brands carry emotional meanings that go beyond language or concepts, embodying a deeper, unconscious sensorial connection with the audience

Literal Brands convey clears and logical messages to the conscious mind.

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Tradition vs. Innovation

Traditional Conservative approach, embracing heritage and history

Innovation future-focus, pushing boundaries.

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Functionality vs. Aesthetics:

Functional Focus on tangible applications, utility

Aesthetic Focus on appeal, belonging and superficial factors

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🤔 Ask yourself

• Clarify where your brand tend between each of those polarities.
• Does your brand include any interesting conflicts from those polarity? If yes pull the intensity of the tension to help contrast with other brands.
• Choose where your Brand Language stands on this scope, identifying where your chosen Semantic field stand.

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Let’s explore the three main types of brands that exist in the market and how they resonate with different aspects of human experience:

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Functional Brands

Functional brands are grounded in practicality, offering solutions to real-world problems. These brands deliver tangible value through utility and performance.

• Examples: 3M, Dyson, Intel
• Key Attribute: Rooted in reality

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Experiential Brands

Experiential brands provide emotional benefits that go beyond the functional utility of a product. They create memorable experiences that resonate on an emotional level.

• Examples: Disney, Starbucks, Apple
• Key Attribute: Introspection and internal influence

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Transformational Brands

Transformational brands empower individuals to become something new, often selling an emotion or vision that inspires personal change. These brands invite consumers to dream beyond their current reality.

• Examples: Infty, Nike, Weight Watchers, TED
• Key Attribute: Dreaming outside of oneself, external influence

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In-Between Brands

Interesting intersections can exist or be created in between, blending functional, experiential, and transformational elements to build distinctiveness and tell compelling brand stories.

• Examples:
  Patagonia (Functional & Transformational), Masterclass (Experiential & Transformational)

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Remember, depending on the type of brand purpose you are working with, you’ll need to create relevant associations and memory structures that resonate within that specific purpose. If you brand purpose is incongruent with your value proposition, this will lead your Buyers confused. And confused Buyers don’t buy.

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✍️ Ask yourself

• Which Brand Purpose Type does your Brand and Offers fit into?

• Now, what is your Brand Purpose?

Profiling the Brand

By profiling the Brand, you can create a character with an untold narrative, fostering relevant associations that support the brand’s goals. Like characters in a story, or a friend in real life, Archetypes can define a Brand's personality.

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What are Archetypes?

Archetypes are universal symbols that we understand unconsciously. Archetypes serves to quickly and efficiently classify the unconscious projections and assumptions made from different identities, capabilities and behaviors. These can be rooted in mythology, drawing from symbols like Gods, Heroes, and Legends.

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Using Archetypes for Creativity and Connection

In branding, Archetypes help convey the Brand’s personality and values in a way that deeply resonates with people. Archetypes create projections and narratives that make the Brand more relatable and memorable.

These Archetypes help us connect with the audience by evoking specific values and characteristics that resonate deeply with people, while maintaining a certain level of ambiguity.

While there are many systems of archetypes, we will focus on Jungian Archetypes for simplicity:

Carl Jung's archetypes represent twelve fundamental human motifs that reside within the collective unconscious, shaping our behaviors, desires, and identities. These archetypes serve as universal symbols, guiding the narratives we create and the roles we assume in life and storytelling.

^{References: Carl Jung — The Archetypes and the Collective Unconscious}

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More Archetypes & Personality Models

You can combine multiple archetypes to create a more complex and relatable identity, they exist way more than those twelves. There are also more models you can use to define your Brand Personality: The Four Temperaments, Tarot Archetypes, Enneagram, etc...

^{References:
‍The Four Temperaments
‍Tarot Archetypes
‍Enneagram}

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✍️ Ask yourself

• Describe the kind of person your Brand would be.

The Ego Types

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The Innocent

Core Values: Purity, simplicity, optimism

Attributes: Wholesome, trustworthy, nostalgic

Examples: Disney, Coca-Cola, Dove, Innocent Drinks, Nintendo

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The Everyman

Core Values: Belonging, equality, practicality

Attributes: Approachable, relatable, down-to-earth

Examples: Target, IKEA, Levi's, Ford, eBay

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The Hero

Core Values: Courage, achievement, mastery

Attributes: Determined, brave, inspiring

Examples: Nike, Adidas, Gatorade, Under Armour, FedEx

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The Caregiver

Core Values: Compassion, generosity, care

Attributes: Nurturing, supportive, reliable

Examples: Johnson & Johnson, UNICEF, Campbell's Soup, TOMS, WWF

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The Soul Types

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The Explorer

Core Values: Freedom, adventure, discovery

Attributes: Daring, adventurous, independent

Examples: Jeep, The North Face, Patagonia, Land Rover, REI

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The Outlaw

Core Values: Rebellion, non-conformity, disruption

Attributes: Bold, rebellious, revolutionary

Examples: Harley-Davidson, Virgin, Diesel, Red Bull, MTV

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The Lover

Core Values: Passion, beauty, intimacy

Attributes: Sensual, passionate, intimate

Examples: Chanel, Victoria's Secret, Godiva, Tiffany & Co., Dior

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The Creator

Core Values: Innovation, creativity, imagination

Attributes: Artistic, imaginative, inventive

Examples: Lego, Apple, Adobe, Sony, Canva

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The Self Types

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The Jester

Core Values: Fun, humor, spontaneity

Attributes: Playful, humorous, entertaining

Examples: Old Spice, Geico, M&M's, Skittles, Taco Bell

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The Sage

Core Values: Wisdom, knowledge, enlightenment

Attributes: Thoughtful, analytical, educational

Examples: Google, Harvard, BBC, National Geographic, TED

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The Magician

Core Values: Innovation, transformation, vision

Attributes: Visionary, transformative, inspiring

Examples: Apple, Disney, Tesla, Samsung, Google

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The Ruler

Core Values: Control, power, status

Attributes: Authoritative, commanding, sophisticated

Examples: Mercedes-Benz, Rolex, Microsoft, American Express, IBM

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💭 Next Steps

• Identify your own Archetype, which one are you?
• Identify your Brand Archetype, is there a specific one that stand out?