Forge Your Brand Character
As I covered earlier, a visual brand might have been enough to set your brand apart in 1820, but today, there are literally billions of logos.
The world has changed a lot since 1820 and the relationship between brands and consumers in completely different.
In fact, there has been a greater change in the relationship between brands and consumers in the last 30 years than there’s been in history.
The modern generation (led by The Millennial), have far greater expectations on the brands they choose.
If your brand isn’t connecting with your audience through human engagement, it’s nowhere to be found in their mind.
Brands today must don human characteristics from a personality to a tone of voice in order to meet their audience on the digital front-line.
Using archetypes, brands can first identify the personality of their audience and second, a personality designed to appeal to their desires.
Using archetypes as the personality foundation, they can then expand to develop ideas, attitudes, beliefs and opinions to really engage the audience on a conversational and human level.
What you say to your audience has always been paramount but the way in which you deliver your message has never been more important in this hyper-sensitive environment.
Forge a brand character and open up those human connections.