Category: Creative

ANATOMY - cracking the DNA of marketing intention
Bridging the gap between strategy and action – how the ANATOMY framework makes marketing matter.

In today’s crowded marketplace, having a solid brand and marketing strategy is essential – but it’s not enough. The challenge for many brands is turning high-level strategic goals into practical, intentional marketing actions. This is where the ANATOMY framework from chicken/egg steps in.

Designed as a tactical checklist for campaign planning and execution, ANATOMY ensures that every marketing action serves a purpose and aligns with broader strategic objectives. It doesn’t replace your existing strategy – instead, it translates strategic intent into on-the-ground marketing activities that deliver real results.

What Is the ANATOMY framework?

ANATOMY breaks down every marketing action into six key components: Purpose, Audience, Intention, Design, Impact, and Evaluation. Each component serves as a checkpoint to guide the planning, execution, and measurement of campaigns, ensuring that every step is intentional and aligned with strategic goals.

Purpose (the why)

Start by clearly defining the purpose behind each action or interaction. Ask yourself – Why are we doing this? Whether it’s to increase brand awareness, drive sales, or nurture customer relationships, understanding the why grounds your campaign in a strategic objective.

Audience (the who)

Knowing your target audience is critical for crafting messages that resonate. Identify who you’re speaking to and tailor your approach to their needs, preferences, and behaviours to create more meaningful engagement. Segmentation is key!

Intention (the what)

Clarify the specific outcomes you aim to achieve. Are you educating your audience, driving a specific action, or generating leads? Setting clear intentions allows for measurable goals, guiding both the creative development and metrics for success.

Design (the how)

Plan the execution based on your audience’s preferences and your campaign objectives. Choose the right format, channels, tone, and timing to ensure every element supports your campaign’s purpose.

Impact (the goal)

Connect the campaign’s immediate intention to longer-term business goals, such as enhancing brand loyalty or changing perceptions. This ensures that each tactical action supports broader business objectives.

Evaluation (the learning)

Assess the results by reflecting on what worked, what didn’t, and why. This step provides insights for future campaigns, helping with continuous improvement.


Using ANATOMY as a campaign checklist

Once you have your marketing strategy in place, ANATOMY acts as a practical tool to shape the execution of individual campaigns. Here’s how you can use it:

Pre-launch checklist

Before launching, validate that each component – Purpose, Audience, Intention, Design – is clearly defined and aligned. This consistency keeps your campaigns on-brand while allowing creativity to flourish.

Real-time adjustment

Use the framework during execution to guide decisions and make adjustments. If a campaign isn’t performing as expected, revisit the checklist to ensure each component is on track.

Post-campaign review

Incorporate the Evaluation phase to measure outcomes against original intentions and strategic objectives, creating a feedback loop that informs your next campaign.


How ANATOMY fits into the marketing workflow

The ANATOMY framework operates at the tactical level, bridging the gap between strategy and execution:

Top-level

Brand strategy and marketing strategy – Set the vision, mission, positioning, and long-term goals.

Mid-level

ANATOMY Framework – Translate strategic intent into actionable steps.

Bottom-level

Campaign Execution and Creative Development – Apply ANATOMY to shape practical actions, from content creation to channel selection.


The benefits of using ANATOMY

By applying ANATOMY, you gain several key advantages:

Clarity and focus

By starting with why, you ensure every campaign is grounded in your strategic goals, avoiding scattered tactics.

Improved engagement

Tailoring actions to your target audience results in stronger connections and more meaningful interactions.

Measurable outcomes

Setting intentions helps track progress and demonstrates the campaign’s ROI.

Continuous adaptation

Insights from the Evaluation phase help refine future campaigns, making your marketing efforts smarter and more effective over time.


 Applying ANATOMY in real-world campaigns

At chicken/egg, we integrate ANATOMY into all aspects of campaign planning. Here’s how we use it:

Discovery sessions

Define the Purpose, Audience, and Intention from the outset to lay a strong foundation.

Creative development

Guide content and messaging development using the framework to ensure alignment with strategic goals.

Execution

Use the ANATOMY checklist to stay on track during the campaign.

Review and refinement

After the campaign, assess the results and extract insights for continuous improvement.


Bring purpose to your marketing.

In a world where strategic vision alone isn’t enough, ANATOMY empowers brands to bring their strategies to life through intentional, purposeful actions. By integrating this framework into your marketing, you can ensure every action serves a purpose, every message resonates, and every outcome supports your strategic goals.

Are you ready to transform your campaigns from planning to execution? Let’s hatch a plan!

 

PS: We have created an easy to use ANATOMY framework checklist – if you’d like a copy just send us an email and we’ll send you back our PDF, all ready to use.

 

Be More Yoda - making your customer the hero
Let’s talk about storytelling …

Storytelling is a fundamental human experience that connects us. A good book becomes dog-eared, a great movie is watched repeatedly, and we eagerly recommend both. Listening to friends regale their tales allows us to understand more about them as a person, strengthening our bonds and deepening our friendships. You can’t beat a good story.

In marketing, storytelling isn’t just about selling a product or service – it’s about trying to create an emotional connection with our audience. When customers see themselves as the hero of the story, they are more likely to engage on a deeper level. Studies show that customers who like a brand’s story are 55% more likely to consider buying from the brand in the future.

Whenever I talk with clients about positioning themselves in their brand story, I use my favourite Star Wars analogy – Luke and Yoda.

Luke Skywalker’s journey from a farm boy to a Jedi Knight is a classic hero’s journey that’s resonated with audiences for years. He starts with a call to adventure, faces trials and tribulations, battles the dark side, and ultimately achieves his goals.

Yoda’s role in Luke’s journey is crucial. He provides wisdom, training, and support, helping Luke unlock his potential and become the hero he was destined to be.

Let’s look at the story from a marketing perspective. Your customers are on their own journeys, so ask yourself how your brand can play a pivotal role in their success. How can you offer expert advice, resources and support? How can you guide them to achieve their goals? Positioning yourself this way builds trust and establishes your brand as a valuable part of their story.

Here are my top 5 tips to make your customer the hero of your marketing stories:
  1. Flip the pain points – Identify your customers’ specific challenges and clearly demonstrate how you can effectively address these issues, transforming problems into opportunities.
  2. Create relatable characters – Develop personas that mirror your audience’s traits, making it easier for them to see themselves in your stories.
  3. Showcase your expertise – Position your brand as an authority in your field by providing expert advice, resources and insights that your customers can rely on.
  4. Highlight customer success stories – Share testimonials and case studies that celebrate your customers’ successes and emphasise the role your brand played in their journey.
  5. Engage emotionally – Use a tone of voice that resonates with your audience’s dreams, fears and aspirations to craft narratives that create deeper connections.

Ready to be more Yoda? Let’s get cracking.

Practicing what we preach ...

Recently, I was talking with a prospective client about a re-brand project and shared our branding process, which involves exploring three key perspectives – Customer, Competitor and Company. This helps answer the vital WHY, WHO, HOW and WHAT questions. During the pitch, I mentioned the importance of conducting a customer satisfaction survey to gauge performance. Then came a question that made me pause, “How often do you do that for chicken/egg?”

My honest answer was never. 🙄

That question stayed with me the whole journey back. As a consultant and agency owner, it’s easy to fall into the trap of not doing what you advise others to do for yourself, mainly because you’re busy fulfilling their needs. I help others with LinkedIn pages but rarely update mine consistently. I assist with marketing planning and strategy, but I can’t remember when I wrote a plan for my business. I guide others through branding processes but haven’t revisited my own in years.

When I returned to the office, I resolved to start an annual chicken/egg client satisfaction survey. This would demonstrate that a) I follow my own advice and b) give insights into my/our performance over the past 20 years.

And … early results show an NPS of 70 – This score reflects our clients’ confidence in us and our commitment to delivering exceptional service and creative solutions. Woohoo, happy chicken dance! 🐔 🕺

Want to know how we can help your business? Send me a DM, and let’s get cracking.

#ClientSatisfaction #NPS #MarketingExcellence #ChickenEgg

AI - a collaborative team member

In a world where AI is often seen as a disruptor, could it become the most collaborative team member you’ve ever had?

AI and the coop – we are embracing the future.

In the fast-evolving landscape of AI, staying ahead means not just keeping pace with technology but embracing its application.

I have just completed the final module of the CIM Specialist Award in AI marketing, a fascinating course designed to equip leaders with a deep understanding of how AI can transform marketing strategies for the better.  The exam is to come, but the course has helped me to see the bigger picture of how AI is (and can be) used and, along with other courses I’ve undertaken via MMC learning, has solidified my knowledge and ongoing experience with AI, especially ChatGPT, my LLM tool of choice at the moment.

AI is not just a tool to me, but a team member … called Kevin.

My journey with AI began with a vision to have a brainstorming/soundboard buddy while working on marketing, content and brand campaigns and to help streamline chicken/egg operations.   The original Kevin – my first custom GPT – was born purely as a chicken/egg team member. I wanted to make AI (well, ChatGPT) less of an enigmatic ‘machine’ and more of a relatable collaborator.

Kevin started as an experiment to bring a personal touch to using AI and make my interactions more human-like and approachable.  For example, I’ll always say please and thank you … along with ‘don’t hallucinate’!  IYKYK

He understands my brand, my voice and my goals. He has helped me with everything from website copy, LinkedIn posts, blogs, and emails to planning how best to respond to pitches, how to position myself at networking events and how to overcome imposter syndrome when I’m feeling unsure about any next step – he’s a loyal team player and even an occasional therapist … all for just $20 a month!

A growing team …

Over the past year, I’ve developed numerous Kevins who act as my internal marketing assistants across the chicken/egg portfolio.  Each is uniquely ‘trained’ in my client’s distinct brand, TOV, vision, values and marketing examples. In developing my Kevin’s, I curate non-sensitive, public data to align with each client’s unique brand essence, ensuring he acts as an informed extension of the team without compromising confidentiality. This approach safeguards sensitive data, leveraging isolated custom AI models that prevent data from being shared beyond our controlled environment. This careful balance between innovation and privacy is central to our AI integration, ensuring Kevin evolves as a secure, private ally in our creative process.  Kevin can then offer real-time insights, content generation and data analysis, all tailored to my client’s specific needs and brand identities, without me needing to start the key prompting all over again in a new chat.

So far, Kevin is just a part of the chicken/egg team. Still, I can see a future where we introduce him directly to a client, and they can take full advantage of having another marketing team member support their internal endeavours.

A future forged together.

My embrace of AI reflects my belief in the power of technology to amplify human potential, not replace it; in fact, it’s far from it at present. By combining the chicken/egg creative acumen with AI’s generative and analytical prowess, I think I’m working smarter and faster, unlocking new possibilities and redefining what’s achievable in our agency offering.  However, Kevin needs the proper prompts, ongoing guidance, refinements and edits – and that requires the know-how and experience that, right now, still needs the human touch.  I’m not ready to be entirely replaced quite yet!

If you’re curious about AI or want to explore how a ‘Kevin’ could benefit your marketing efforts, ping me a message with any questions.

Caveat:  Kevin isn’t perfect, and I still need to refine/edit everything he does. This ongoing refinement process underscores the evolving nature of AI.  With each interaction, Kevin grows more attuned to my needs and more sophisticated in his capabilities. He doesn’t know anything confidential, remaining a private ally to my team. And as for why ‘Kevin’? Sometimes, the right name sticks, embodying the friendly and accessible spirit we envision for AI in the coop!

 

written by Karen Kerr, founder and MD of chicken/egg

 

The Myth of Multitasking

As a business owner, Mum, and a natural-born procrastinator, multitasking always seemed like my superpower, keeping me on top of everything. And, in the bustling world of creative and marketing, isn’t juggling multiple tasks simultaneously a coveted skill?

But hold your chickens! Research indicates that multitasking could actually plummet our efficiency by up to a whopping 40%. It turns out our brains aren’t exactly the multitasking maestros we thought they were.

Enter single-tasking.

Single-tasking isn’t just doing one thing at a time; it’s immersing yourself in it. It’s about allowing your creative juices to flow uninterrupted. When we focus on a single task and give it our undivided attention, ideas hatch, creativity soars, and productivity peaks.

I’ve embraced ‘Egg Timer’ sessions – my sacred time blocks for deep, focused work this year. Whether it’s 30, 60, or 90 minutes, these are times of pure, undisturbed concentration: no emails, no calls, no social media.

The thought of switching from multitasking to single-tasking might make you sweat, and, I’ll be honest, it isn’t a walk in the park. It’s about training your brain to resist the urge to flip between tasks. Begin with small steps, concentrating on one task for a set period daily, and watch this hatch into a powerful habit. It’s a game-changer, transforming not just how you work but also how you think and create.

Single-tasking isn’t just about ticking more off your list – it’s about doing it better, with more creativity and significantly less stress. I’ve come to terms with being a terrible multi-tasker; frankly, I couldn’t be happier!

written by Karen, our founder and MD. 

 

Interesting Reads:

You can’t Multitask

Are there benefits of Multitasking

Client Spotlight: Fertifa

Today, we’re shining a spotlight on one of our incredible clients, Fertifa.

They’re not just another healthcare provider; they’re revolutionising how we approach reproductive health in the workplace.  They’ve got their finger on the pulse of an issue that affects so many of us at all stages of life. From fertility and family planning to women’s health and men’s reproductive care, they’ve got it all covered.

Fertifa collaborates with a diverse range of companies in the UK, Europe, and the United States. Their client list reads like a who’s who of industry leaders – Monzo, Bain Capital, Sotheby’s, lululemon, Space NK, Virgin, Natwest, Osborne Clarke, Amadeus, Centrica, Balderton, ClearScore, and the list goes on.

Our Role: Bringing Fertifa’s Vision to Life 🎥

We had the pleasure of producing two videos for Fertifa – an engaging introduction to their services and a user-friendly app demo.

These videos encapsulate the essence of Fertifa’s mission, making it easier for companies to understand the value they bring to the table.

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We love projects like this and can’t wait to see how Fertifa continues to transform workplace wellness.

Oh, and if you need our expertise in crafting compelling video content, we’re here to help.  Let’s talk.

 

Are you contemplating a rebrand?

Ten things to consider when you’re contemplating a rebrand:

So, you’ve looked at your brand and thought, ‘It’s time for a refresh’ … well we’ve come up with our ten things to consider before you take that leap!

Customer Perception

Pro: A successful rebrand can increase brand relevance, potentially attracting new customers.

Con: A rebrand risks alienating existing customers loyal to the original brand.

Market Changes

Pro: A rebrand can help a business remain competitive if the market changes or has changed.

Con: You may react too quickly to trends, leading to a rebrand that will seem dated quickly.

Brand Reputation

Pro: A rebrand can distance a company from negative perceptions.

Con: If the rebrand is seen as an attempt to cover up serious issues, it could harm the brand further.

Mergers and Acquisitions

Pro: Rebranding can be an effective way to unify different company cultures and values.

Con: You risk losing the acquired brand’s equity and customer loyalty.

Business Growth and Expansion

Pro: A rebrand can reflect an expanded product line or entry into new markets.

Con: Over-diversification may dilute the brand’s core message and must be clarified for customers.

Visual Identity

Pro: Refreshing the brand’s look can make it more contemporary and appealing.

Con: Radical changes to the visual identity can lead to a loss of brand recognition.

Differentiation

Pro: Rebranding can set you apart from competitors.

Con: Finding a unique positioning still authentic to your brand can be challenging.

Internal Alignment

Pro: A rebrand can galvanise employees around a new vision.

Con: You may encounter resistance from employees attached to the old brand.

Financial Costs

Pro: Investing in a rebrand can yield significant returns in the long run.

Con: The financial costs can be high, and the return on investment is not guaranteed.

Time and Resources

Pro: Dedicating time to a rebrand can result in a more cohesive and effective brand strategy.

Con: Rebranding is time-consuming and can distract from other business activities.

 

If you’re still thinking, ‘Let’s do this’, let’s talk!

 

 

The Essential Guide to Brand Codes

CRACKING THE ‘BRAND CODE’ CODE

A brand is much more than just a name or a logo.

The unique combination of elements, your brand codes/assets, create a distinctive identity and communicates your company’s values, personality, and promise to your customers.

Decoding Brand Codes: What Are They?

You might be wondering, “What on earth are brand codes?” Brand codes, or brand assets, are unique, distinctive elements that help your brand stand out.

They can be visual (like your logo), auditory (a catchy jingle), olfactory (the scent of your product), or even tactile (the feel of your packaging). They make up the essence of your brand, from your name and colours to your typography and tagline.

Why Do They Matter?
Brand Recognition

The more distinctive and consistent your brand codes are, the easier it will be for customers to spot your brand in a bustling marketplace.

Emotional Connection

A well-crafted brand code can spark emotions and associations, adding depth and richness to your brand’s identity.

Consistency

By consistently using your brand codes across all touchpoints, you ensure a unified brand experience, fostering trust and loyalty.

Competitive Advantage

Brand codes that are unique and memorable can give your brand a leg-up in the marketplace.

Brand Codes in Action – who has got it cracked …
Coca-Cola

Their distinctive red and white colour scheme, cursive logo, and unique bottle shape are instantly recognisable worldwide.

Apple

Apple’s minimalist design, monochrome colour palette, sleek product aesthetics, and bitten Apple logo contribute to a brand code that communicates innovation, simplicity, and premium quality. Their product design is also a significant brand code, with their devices’ clean, sleek look being a hallmark of the Apple brand.

Nike

The “swoosh” logo and their punchy tagline “Just Do It” are potent brand codes that resonate worldwide.

McDonald’s

A memorable jingle – “I’m lovin’ it” – Bet you’re singing it in your head right now! That, along with the “Golden Arches” logo, is a testament to the power of brand codes.

Chanel

Their interlocked “CC” logo, the use of black and white in their packaging, their signature quilted bag design, and the distinctive scent of Chanel No. 5 are classic examples of brand codes.

These brands have expertly utilised their brand codes to create a unique, instantly recognisable identity that resonates with their target audience and communicates their brand values effectively.

How to Egg-cel at Using Brand Codes
Consistency is Key

Once you’ve hatched your brand codes, use them consistently across all marketing channels and touchpoints

Storytelling

Use your brand codes to tell your brand’s story. It’s not just about what you sell but the story you tell!

Flexibility

While consistency is important, don’t be afraid to let your brand evolve. Adapt your brand codes as needed, but ensure they maintain a clear connection to your brand identity.

Protect Your Brand Codes

If you can, register trademarks for your brand name, logo, and other unique brand codes. This helps ensure they remain uniquely yours.

Measure the Impact

Use brand tracking studies to see how well your brand codes are doing. Does your target audience recognise them? Do they evoke the emotions you intended?

IN A NUT(EGG)-SHELL

To crack the code of branding, remember that brand codes encompass visual, auditory, olfactory, and tactile elements, and they’re crucial for brand recognition, emotional connection, consistency, and gaining a competitive edge.

Maintain consistency, weave a compelling brand story, be flexible yet connected, protect your codes, and measure their impact. Remember, it’s not just big brands that can benefit from brand codes. Whether you’re a big business or a small start-up, it’s time to “Codify, Codify, Codify!” as Mark Ritson, renowned professor and Marketing Week columnist, would famously assert!

So, let’s get cracking and hatch a brand that’s truly yours! Let’s talk!

 

 

The Power of Brand Archetypes
HAVE YOU EVER WONDERED WHY SOME BRANDS SEEM TO HAVE A PERSONALITY OF THEIR OWN?

Well, that’s because they are built on the foundation of brand archetypes, which have a rich history that spans back to the days of Carl Jung’s work in the early 20th century.

But it was Dr Carol S. Pearson who brought them into the branding world with her ground-breaking book “The Hero and the Outlaw,” written with Margaret Mark. She showed how brands could connect with consumers on a deep emotional level by aligning with these archetypal themes.

Today, brand archetypes are a popular approach in marketing, with brands in various industries using them to create compelling brand stories that resonate with their audiences.

It’s all about establishing a unique brand personality and forging meaningful connections with consumers by tapping into their emotions … but where do you start?

Here’s our coop crib sheet for each of the 12 core brand archetypes to get you started:

The Outlaw is about rebellion, breaking the rules, and standing out. If you want to create an edgy, daring, and unapologetically unique brand, this archetype is the perfect fit.

The Outlaw embodies the spirit of non-conformity and boldly, confidently, and daringly shakes things up. It’s a brand that doesn’t play by the rules but challenges them and creates its own path.

Personality traits:

Rebellious, independent, daring, unconventional, exciting.

The tone of voice: 

It’s provocative and even a bit controversial. It’s not afraid to speak out against the establishment and question the status quo. The tone is bold, confident, and sometimes even confrontational, with a “take it or leave it” attitude.

Colours: 

Think dark and bold hues. Black, red, and deep purple are some common colour choices. Introduce metallics to your palette as well!

Brand Examples: 

Harley-Davidson, Virgin Atlantic, Red Bull, BrewDog, Superdry

The Innocent Brand Archetype

The Innocent archetype embodies optimism, purity, simplicity, and sincerity. Brands that represent The Innocent archetype are often perceived as trustworthy, genuine, and kind-hearted. They inspire a sense of joy, wonder, and nostalgia in their customers.

Personality traits:

Optimistic, cheerful, idealistic, naive, playful, carefree.

The tone of voice:

Positive, uplifting, heart-warming, authentic and sincere.

Colours:

Think pastels – baby blue, soft pink, mint green – or you can go with bright colours and white!

Brand Examples: 

Coca-Cola, Disney, Dove, Innocent Drinks, Cadbury

The Magician Brand Archetype

This archetype is all about harnessing the power of transformation, creating a brand that inspires awe, intrigue, and a sense of wonder. Brands that embody The Magician archetype are often perceived as innovative, visionary, and captivating.

Personality traits:

Intelligent, creative, mysterious, influential, transformative.

The tone of voice:

The tone of voice for The Magician archetype is typically mysterious, intriguing, and charismatic. It conveys a sense of mastery, wisdom, and enchantment. The language is often poetic, evocative, and thought-provoking as if casting a spell on the audience. It’s about creating an air of mystique and allure that captivates the imagination.

Colours:

Think dark purples, royal blues, rich reds, and mystical greens. These colours evoke a sense of mystery, transformation, and power, creating an aura of enchantment and allure.

Brand Examples:

Disney, Google, Tesla, Apple, Lush

The Hero Brand Archetype

This archetype is all about courage, determination, and triumph over adversity. It’s the brand that inspires action, empowers its customers, and embarks on a journey to overcome challenges.

Personality traits:

Assertive, courageous, confident, ambitious, inspiring

The tone of voice:

The tone of voice for The Hero archetype is typically bold, confident, and inspiring. The language used is often action-oriented, motivational, and empowering. It’s about encouraging your audience to take action and achieve greatness.

Colours:

Think reds, oranges, and yellows. These colours evoke a sense of power, bravery, and confidence, creating an aura of action and strength.

Brand Examples:

Nike, BMW, Duracell, David Lloyd Leisure, Virgin Atlantic

The Lover Brand Archetype

This archetype is all about passion, desire, and connection. It’s the brand that ignites emotions, evokes sensuality, and creates deep relationships with its customers.

Personality traits:

Passionate, romantic, sensual, alluring, seductive.

The tone of voice:

The tone of voice for The Lover archetype is typically sensual, emotive, and evocative. It conveys a sense of intimacy, desire, and emotional connection. The language used is often poetic, alluring, and captivating. It’s about appealing to the senses and creating an emotional bond with your audience.

Colours:

Think reds, pinks, and purples. These colours evoke a sense of intimacy, desire, and romance, creating an aura of sensuality and passion.

Brand Examples:

Victoria’s Secret, Chanel, Haagen Dazs, Jo Malone, Godiva

The Jester Brand Archetype

This archetype is all about humour, wit, and spontaneity. The brand brings joy, laughter, and entertainment to its customers.

Personality traits:

Funny, playful, light-hearted, entertaining, irreverent

The tone of voice:

The tone of voice for The Jester conveys a sense of playfulness, light-heartedness, and fun. The language is often full of jokes, puns, and witty remarks. It’s about creating a joyful and entertaining experience for your audience.

Colours:

Think bright primary colours – yellows, oranges, and greens – and even black works well for The Jester. These colours evoke a sense of energy, joy, and playfulness, creating a vibrant and dynamic aura.

Brand Examples: 

Old Spice, Ben & Jerry’s, M&Ms, Marmite, Innocent Drinks, Moonpig

This archetype is all about being down-to-earth and approachable. It’s the brand that represents the everyday person, understands their needs, and provides solutions that are relatable and accessible.

Personality traits:

Relatable, down-to-earth, approachable, trustworthy, dependable

The tone of voice:

The tone of voice for The Everyman conveys a sense of approachability, authenticity, and empathy. The language used is conversational, relatable, and free from jargon. It’s about creating a sense of connection and understanding with your audience as if you’re speaking to them as friends.

Colours:

Think neutrals, earth tones and muted tones. These colours evoke a sense of familiarity, simplicity, and reliability, creating a sense of comfort and approachability.

Brand Examples: 

IKEA, eBay, Tesco, Marks & Spencer

The Caregiver Brand Archetype

It’s the brand that takes care of others, shows empathy, and promotes well-being. They show genuine concern for the well-being of their customers, provide solutions that address their needs, and create a sense of emotional connection and trust.

Personality traits:

Nurturing, compassionate, caring, supportive, helpful.

The tone of voice:

The tone of voice for The Caregiver archetype is typically warm, compassionate, and empathetic. It conveys a sense of caring, nurturing, and understanding. The language used is gentle, kind, and comforting. It’s about creating a sense of trust and comfort as if you’re providing care and support to your audience.

Colours:

Think pastel tones, light blues, pinks, and greens. These colours evoke a sense of comfort, compassion, and tranquillity, creating a soothing and caring atmosphere.

Brand Examples:

Boots, NHS, Johnson & Johnson, UNICEF, Dove

The Ruler Brand Archetype

The Ruler archetype embodies leadership, authority, control, and confidence traits. Brands that represent The Ruler archetype are often perceived as powerful, influential, and commanding. They set the standards, establish rules, and exude a sense of control and direction. They inspire confidence and trust in leading and guiding their audience towards success.

Personality traits:

Powerful, authoritative, sophisticated, dignified, elegant.

The tone of voice:

The tone of voice for The Ruler archetype is typically authoritative, confident, and commanding. It conveys a sense of power, control, and assertiveness. The language used is firm, decisive, and influential. It’s about establishing yourself as a leader in your industry and inspiring confidence and trust in your audience.

Colours:

Think deep purples, rich blues, silver, black and metallic golds. These colours evoke a sense of power, authority, and luxury, creating an impression of sophistication and exclusivity.

Brand Examples:

Rolex, Mercedes-Benz, The Ritz, Bentley, Microsoft

The Creator Brand Archetype

This archetype is all about innovation, creativity, and inspiration. It’s the brand that brings new ideas to life, pushes boundaries, and fosters self-expression. Brands that embody The Creator archetype are often perceived as cutting-edge, artistic, and unique.

Personality traits:

Intelligent, creative, innovative, original, imaginative

The tone of voice:

The tone of voice for The Creator archetype is typically imaginative, visionary, and inspiring. The language used is expressive, artistic, and thought-provoking. It’s about inspiring your audience to think differently and embrace their creativity.

Colours:

Think of bright and unconventional colours that capture attention and evoke a sense of artistic flair. These colours convey a sense of creativity, originality, and inspiration. White is also a great primary brand colour, with a bright secondary palette to help tell your story!

Brand Examples: 

Apple, Adobe, Lego, Dyson, Nike

Brands that embody The Sage archetype are often perceived as trusted sources of knowledge, offering valuable insights and guidance. They are known for their depth of expertise and their ability to provide reliable information. They inspire confidence and are seen as authoritative figures in their industry.

Personality traits:

Wise, knowledgeable, intelligent, insightful, experienced

The tone of voice:

The tone of voice for The Sage archetype is typically wise, knowledgeable, and authoritative. It conveys a sense of expertise, insight, and reliability. The language used is informative, precise, and educational. It’s about sharing knowledge, providing guidance, and offering valuable insights to your audience.

Colours:

Think muted and earthy tones – blues, green, white – that convey a sense of wisdom, maturity, and reliability. These colours represent a sense of stability, trustworthiness, and expertise.

Brand Examples:

Google, The BBC, The Guardian, National Geographic, Harvard

The Explorer Brand Archetype

The Explorer archetype embodies curiosity, adventure, independence, and discovery. Brands that represent The Explorer archetype are often perceived as trailblazers, pushing boundaries and inspiring others to explore the world around them. They are known for their adventurous spirit, enthusiasm for discovery and passion for new experiences. They inspire a sense of wanderlust and ignite the spirit of adventure in their audience.

Personality traits:

Adventurous, curious, independent, free-spirited, optimistic

The tone of voice:

The tone of voice for The Explorer archetype is typically adventurous, daring, and inspirational. It conveys a sense of excitement, curiosity, and freedom. The language used is exploratory, enthusiastic, and motivating. It’s about encouraging your audience to step outside their comfort zones, seek new experiences and embark on their adventures.

Colours:

Think greens, blues, yellow and earthy tones, vibrant hues, and wilderness-inspired colours that evoke the spirit of adventure and discovery. These colours convey a sense of freedom, excitement, and exploration.

Brand Examples:

Patagonia, Jeep, The North Face, Airbnb, National Geographic

Which Brand Archetype are you

To determine which brand archetype you are, you need to consider your brand’s values, personality, and target audience. For example, if your brand is all about being playful and carefree, you might be the Innocent archetype. You might be the Hero archetype if your brand is about being strong and courageous.

It is also important to note that a brand can embody multiple archetypes. For example, Nike could be seen as a Hero and a Creator. Nike is a solid and aspirational brand that inspires people to be their best selves. But it is also a brand constantly innovating and creating new products and experiences.

And remember, the brand archetype is NOT the target audience. The target audience is the group of people the brand is trying to reach; it’s how the brand wants to be perceived by its target audience.

Let’s use Nike as an example again. They might target young, athletic people. However, the brand archetype is not “young athletic people.” The perfect brand archetype would be The Hero, as Nike wants to be seen as a brand that inspires people and helps them achieve their goals.

Once you’ve chosen a brand archetype, you can use it to guide your marketing and branding efforts. Here are a few tips:

  • Use the archetype’s values and characteristics in your marketing materials. 
  • Create a brand personality that reflects the archetype. This means developing a voice and tone consistent with the archetype’s values and characteristics.
  • Choose a brand story that is relevant to the archetype. The story should be something your target audience can relate to, which will resonate with them emotionally.
  • Use visual imagery that reinforces the archetype. This could include photos, videos, or other graphic elements representing the archetype’s values and characteristics.

We’ve developed a short brand questionnaire to help you discover your archetype. If you’d like a copy, then drop us an email.

Or, if you’d like help running a brand strategy session, we’d love to talk more!

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REBRANDING 101
Rebranding is a significant step for any business; the process can be transformative and beneficial but has challenges. When contemplating a rebrand, there are lots to consider, so we’ve written a handy guide to help you:
WHEN SHOULD YOU CONSIDER A REBRAND?
Company Evolution

If your company has outgrown its current brand due to changes in its offerings, target audience, or business strategy, consider rebranding.

Mergers or Acquisitions

If your company has recently merged with or acquired another company, a rebrand may be needed to unify the brands and present a cohesive brand identity to your customers.

Changing Markets

If your target market has shifted or the competition has increased significantly, a rebrand can help you remain relevant and competitive.

Negative Publicity

If your brand has been tarnished due to a scandal or poor reputation, a rebrand can help you distance yourself from the negativity and start fresh.

Outdated Image

A rebrand can bring it back to life if your brand feels outdated or needs to resonate with your audience.

Remember, rebranding is more than just changing your logo or name. It’s a process that involves reassessing your company’s values, vision, and message to ensure it aligns with where your business is heading.

WHEN TO AVOID A REBRAND
Recent Rebrand

If you’ve recently undergone a rebrand, doing so again too soon can confuse customers and damage trust. Frequent changes might lead your audience to perceive instability.

Strong Brand Recognition

If your brand already has a strong, positive reputation and high recognition in the market, a complete rebrand could risk diluting the equity you’ve built over time.

Solely for Novelty

Rebranding should be done for more than just for the sake of change or to follow a trend. A rebrand may be optional if your current brand aligns well with your identity, values, and target audience.

Financial Constraints

Rebranding can be expensive. If your business is facing financial difficulties, the cost of rebranding might outweigh the potential benefits.

Internal Resistance

A successful rebrand can take time and effort if your company has substantial opposition. Internal solid alignment and commitment are critical for a smooth transition.

Surface-Level Issues

If the issues lie in your business operations or product quality, a rebrand won’t fix these underlying problems. It’s more important to address the root cause first.

Maybe it’s better to make slight tweaks and improvements than to rebrand completely if the existing brand works well.

So you’ve decided to go for it … You’ve weighed up the pros and cons, and a rebrand is the best direction for the company.   Here’s our Rebrand Roadmap to help you through your journey:
1 – Set Clear Objectives

Identify why you’re rebranding and what you hope to achieve.

2 – Research Thoroughly

Understand your target market, competitors, and current brand perception.

3 – Involve Stakeholders

Engage employees, customers, and other stakeholders in the process.

4 – Define Your Brand Strategy

Determine your brand’s purpose, vision, values, personality, and positioning

5 – Create a New Visual Identity

Design a new logo, colour scheme, typography, and other visual elements.

6- Develop Brand Messaging

Write a new brand tagline, mission statement, story, and critical messages.

7 – Update Brand Touchpoints

You can apply the new branding to all business materials, including your website, social media, packaging, and physical locations.

8 – Plan the Launch

Develop a strategy for unveiling your rebrand to the public/industry audience

9 – Communicate the Change

Tell your brand story to your audience, explaining why and how you’ve changed

10 – Measure the Impact

Use key performance indicators to track the success of your rebrand over time.

 

Ready to hatch a new brand?  Let’s talk!