A full transcript of the episode: INTRO TO ARCHETYPESM: Welcome to Brand Frontlines, the podcast wher brands building gets real. I'm Marissa La Brecque, founder of Hyperflore.E: And I'm Eric La Brecque, principal of Applied Storytelling.M: Today we're doing something a little different. Usually we cover one element of the Brand Wheel in each episode. The Brand Wheel is our organizational system for a brand. But today we're going to keep on personality, which we covered last time. We didn't have time to get to archetypes, which are super helpful tools in building a personality. So we're going to dive into those today. No guests, just the straight dope on archetypes, what they are, why they're useful, how we find them, how we present them, and also the risks of using them. And then next episode, we'll cover brand promise. But before we get into all of that, what are you working on today, Eric? E: Right after we talk about archetypes, I'm going to go into a virtual work session with the Henry Ford, one of our oldest and biggest clients. And the Henry Ford is thinking about their vision. Actually, they just are in the final stages of wrapping up their most recent strategic plan, which was driven by the vision in part, and they're getting ready to think about their next one, which coincides with their 100th anniversary. Just kind of want to make sure that the vision that's guiding them is on track. So we're going to look at it. Nothing may change, or something may change, or there may be some supporting detail that we add. So that's what's coming up. M: I’m working on selling a course to my clients. Actually, I realized earlier this year that because I work with smaller businesses, once we're done building the brand, we've got the platform set up, we've we've done messaging, they want to keep working together to do social media or newsletters or any kind of ongoing content, but they can't afford to have me on retainer. So I created some courses. The first one, we're working on is email marketing courses. And so we're gonna like really sit with them, make sure they actually have a landing page, when we're done with the class, make sure that they really know how to create calls to action, all the things to make their emails, make money for them, but also to still feel not salesy or cheesy or too aggressive, any of the things that they're worried about feeling like that, keep them from writing those newsletters. So I'm really excited. I feel like it's a really a solution for my clients. E: I remember something you told me a few weeks back that was really interesting was how a lot of your clients are just really hung up on social media, it's a source of real stress for them, because they know what's important, or they've been told it's important. A lot of them can see how it'd be really useful. But they're small, and you know, just the effort to get something out, especially if that's not your thing, right? You're a baker or you're making fragrances or whatever it is that you do. You don't have the staff to keep pumping stuff out. You may not have the budget to hire a social media person part time or a PR firm. And so it's a source of really great anxiety. It's where the price and the value don't really line up in the market. So I think what you're doing is great. I'm going to be listening. ARCHETYPES: WHAT ARE THEY? M: . So archetypes Let's talk about what they are. They have a historical context. E: , they do. I mean, we've been dealing in archetypes for a long time as a species. I mean, some people would say, they're hardwired into our brains. We've known about archetypes for probably before we had a word for them, or a system of organizing them. The person who's generally credited with that is Carl Jung, 20th century psychologist, and archetype person. You know, what he did was kind of called out and then talk about how they could be kind of organized, what they are, are these kind of models that live in our heads— live rent free in our heads, as people say, and they crop up in literature, they crop up and how we tell stories, which is what's really interesting for me. M: I really noticed that with our kids like, the concept of a king and a queen, and, you know, a knight or a hero, these concepts like, obviously, don't track with anything that they see in, in real life. But they just resonate so hard. E: , they do there. And they, they shift a little bit across cultures, the names for them might shift nuances, but they're basically embedded in every culture. And they've been with us down through time. So there are these basically these forms in our psyche, and they bubble up as motifs, themes and art literature in our lives, you know, and that's really what they are. When we're talking about personality, we're looking at archetypes that are types of being, but they're archetypes of all different kinds. There are archetypes for buildings, there are archetypes for other kinds of objects. There ...
