Which of these 12 archetypes fits your brand?

Building lasting and effective relationships with consumers starts with understanding your brand’s foundation and voice. Consider which your brand emulates.

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Brand managers seek the magical marketing plan that will connect you to your audience and make your product an irreplaceable part of their lives.

However, if you aren’t clear about who you are, no one will be interested. It’s crucial that you understand your brand’s identity and voice, along with how you should start customer relationships.

Here are 12 basic identities a brand can assume:

1. The magician makes dreams come true.

All about vision, magician brands don’t offer a better toothbrush or help you keep your house clean. instead, they bring your wildest dreams to life. What they offer is a grand experience no one else could achieve.

Disney is fundamentally a media company, but it offers consumers a transformative experience. Disney is in its own category because of the grandness of its vision.

2. The sage seeks the truth.

To a sage, wisdom is the key to success. Everything is secondary to the pursuit of knowledge. A sage brand might not feel warm and cuddly, but it commands your respect through brilliance.

Harvard University is one of the most revered universities in the world. Boasting an alumni list that includes eight U.S. presidents and 21 Nobel laureates, Harvard’s brand seeks to be the smartest.

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