Business of Story #427: Ch. 6, Mentor: How to Humanize Your Brand With its Promise, Gift and Personality
Sep 4, 2023
Learn how to humanize your brand by developing its promise, gift, and personality. Explore the concept of brand archetyping and the power of storytelling. Understand the importance of authenticity and a clear brand promise. Discover the positive impact of introducing these concepts to others.
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Choose One Emotional Promise Word
- Pick one single-word emotional promise that captures the depth of your brand's soul.
- Test its antonyms to identify the human emotion you help customers overcome.
Focus On The Gift You Make Happen
- The brand gift is what you make happen in customers' lives beyond your product.
- Framing offerings as gifts (e.g., Red Bull gives wings) makes meaning and drives attraction.
Pick Archetypes To Drive Expression
- Choose a dominant archetype (from 12) and up to two supporting archetypes to shape tone, visuals, and behavior.
- Let archetypes guide everything from UX and copy to hiring and culture for consistent meaning.