Red Chalk Studios https://redchalkstudios.com/ Thu, 08 Feb 2024 21:16:09 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.3 https://redchalkstudios.com/wp-content/uploads/2016/07/cropped-RCS-R-RGB-32x32.jpg Red Chalk Studios https://redchalkstudios.com/ 32 32 Brand Archetypes: The Caregiver https://redchalkstudios.com/brand-archetypes-the-caregiver/ Fri, 03 Feb 2023 17:08:29 +0000 https://redchalkstudios.com/?p=12340 Are you taking care of business by giving care in business? You want to help and you find purpose or meaning by reaching out to improve the lives of others. You are motivated to serve, offering a calm presence, a steady hand and an open heart. As a Caregiver business, you are compassionate and generous. […]

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Are you taking care of business by giving care in business?

You want to help and you find purpose or meaning by reaching out to improve the lives of others. You are motivated to serve, offering a calm presence, a steady hand and an open heart.

As a Caregiver business, you are compassionate and generous. It is your mission to nurture and comfort, efficiently working toward a world that has a strong sense of community, where nothing and no one is lonely or abandoned. As a Caregiver brand archetype, you have excellent customer service, working to make sure your customers feel safe, secure, loved and cared for; you encourage your employees to go above and beyond.

For example…

TOMS as the Caregiver.

TOMS is a shoe company that also sells apparel and glasses. But truth be told, they’re a Caregiver company. They live by their “Wear Good” model; they support larger health, education and community development programs through strategic partnerships. They say, “We’re in business to improve lives.” In fact, TOMS commits a third of their profits for grassroots good, supporting people who are making a difference on a local level. This generous commitment to promoting stronger communities, efficiently and effectively, is the very essence of the Caregiver archetype.

 

The Humane Society of the United States as the Caregiver.

Look into a sick, shivering puppy’s eyes and you’ll know what motivates The Humane Society of the United States. Their mission is to simply end suffering for all animals. “Through our rescue, response and sanctuary work, as well as other hands-on animal care services, we help thousands of animals every year. We fight all forms of animal cruelty to achieve the vision behind our name: a humane society.” The very clear goal of saving injured, neglected, abused or abandoned animals and making them feel safe and loved in a more humane world has Caregiver written all over it.

Keep reading about the family members of the Caregiver family archetypes: Angel, Guardian, Healer and Samaritan.

By looking at the specific differences and nuances in archetype groups that seem close in nature, you’re able to really drill down and discover the bone-deep truth of your brand. AND how to use that knowledge to develop crystal-clear messaging.


👉 Dive into archetypes and how to use them to empower your brand.


Ready to explore your brand archetypes and understand how to use them to build your business?

Red Chalk would love to chat! Schedule a consultation and let’s put the power of brand archetypes to work creating a desirable brand.






If you want to explore the world of archetypes and how they are used in brand management, we highly recommend the book Archetypes in Branding: A Toolkit for Creatives and Strategists, written by Margaret Hartwell and Joshua C. Chen.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Keep reading about the family members of the Citizen family archetypes: Clown, Entertainer, Provocateur and Shapeshifter.

By looking at the specific differences and nuances in archetype groups that seem close in nature, you’re able to really drill down and discover the bone-deep truth of your brand. AND how to use that knowledge to develop crystal-clear messaging.


👉 Dive into archetypes and how to use them to empower your brand.


Ready to explore your brand archetypes and understand how to use them to build your business?

Red Chalk would love to chat! Schedule a consultation and let’s put the power of brand archetypes to work creating a desirable brand.






If you want to explore the world of archetypes and how they are used in brand management, we highly recommend the book Archetypes in Branding: A Toolkit for Creatives and Strategists, written by Margaret Hartwell and Joshua C. Chen.

The post Brand Archetypes: The Caregiver appeared first on Red Chalk Studios.

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Brand Archetypes: What kind of Caregiver are you? https://redchalkstudios.com/brand-archetypes-what-kind-of-caregiver-are-you/ Fri, 03 Feb 2023 17:00:19 +0000 https://redchalkstudios.com/?p=12343 Your altruism and nurturing activities are the central mission of your business, and that’s a clear indication that you are a Caregiver brand archetype. The world might be a scary place, but you, Caregiver, are not afraid of the truth. In fact, you look to expose the world’s problems and work to fix them. ‍Compassion […]

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Your altruism and nurturing activities are the central mission of your business, and that’s a clear indication that you are a Caregiver brand archetype.

The world might be a scary place, but you, Caregiver, are not afraid of the truth. In fact, you look to expose the world’s problems and work to fix them. ‍Compassion and charity drives your business, and you efficiently take care of others, protecting them from harm, until they are stronger and more able to take care of themselves.

Caretaker archetype businesses create genuine connections with their customers, forming powerful and satisfying relationships.

The Caregiver archetypal family has five personas, and while they are all compassionate and empathetic, the way and the reason they care for others is different.

How? While the Caregiver archetype itself, one of the twelve core archetypes in the full group of sixty, is completely dedicated to nurturing because of their optimistic outlook, the other personas in the family help others in need for a variety of reasons. What, then, do the other personas represent?

 

The Other Archetypes in the Caregiver Family…

As facets of the Caregiver, these archetypes bring love and kindness to others in very different ways.

 

The Angel offers hope and joy to those in need, bringing inspiration and light to a dark world.

With a youthful, playful attitude, the Angel has a strong sense of purpose, and inspires others to reach their highest potential using infinite compassion and forgiveness.

St. Jude Children’s Research Hospital as the Angel.

While St. Jude Children’s Research Hospital has a very clinical mission to advance cures and means of prevention for pediatric catastrophic diseases through research and treatment, their brand archetype has a much lighter, warmer feeling. They show tremendous respect and love for the kids they care for, as well as their families; in fact, families never receive a bill from St. Jude for treatment, travel, housing or food — so they can focus on helping their child live. In 1962, more than 70 years ago, Danny Thomas prayed to St. Jude Thaddeus, the patron saint of hopeless causes, for help finding work. If St. Jude helped him, Danny promised he would build him a “shrine.” Danny Thomas has certainly kept his promise, and the angel that is St. Jude Children’s Research Hospital has saved the lives of millions of children.

The Guardian finds meaning in defending, protecting and caring for others.

This archetype offers a firm guiding hand, providing safety, respecting privacy, and offering a bottomless well of compassion.

988 Suicide & Crisis Lifeline as the Guardian.

This national network of local crisis centers provides free and confidential emotional support to people in suicidal crisis or emotional distress 24 hours a day, 7 days a week. When someone calls, they find a trained crisis counselor who will listen to them, work to understand what they are experiencing, provide support, and collaborate with them on ways to feel better and connect with any needed help or resources. As a Guardian business, they are there to lean on, and advise that “talking with someone about your thoughts and feelings can save your life.”

 

The Healer finds purpose in creating the environment for healing and in helping someone find their way to wholeness.

This archetype is a beacon of hope, focuses on the positive, and through empathy and passion, is able to bring about change.

Calm.com as the Healer.

“Find your calm,” they invite. Calm.com is the #1 app for sleep, meditation and relaxation, and their goal is to help you cultivate a healthier and happier life. This tool offers customized ways for individuals to find peace, and they have workshops and programs for businesses and their employees. They show how people have experienced significant reductions in depression, anxiety, insomnia and daytime sleepiness. Everything about their brand is positive and hopeful and, well, calm.

 

The Samaritan steps in and helps out, and is the embodiment of compassion in action.

This archetype is not a behind-the-scenes do-gooder, but actively serves others, whether it’s a small gesture or a tremendous one.

Alcoholics Anonymous as the Samaritan.

The primary purpose of Alcoholics Anonymous (A.A.) is to help alcoholics achieve sobriety. They do it by welcoming people to free meetings who come together to solve their drinking problems. A.A.’s program of recovery is built on the simple foundation of one alcoholic sharing their experience, strength and hope with another. Fellowship in action. As the Samaritan, A.A. is the active catalyst for recovery and has helped more than two million alcoholics stop drinking. Way to go, Samaritan.

 

Is your brand a Caregiver? The way you express your generosity, the way you offer help and why you’re driven to give determines what kind of Caregiver you are.

We hope you were intrigued by this discussion of the Caregiver archetypal family and the important nuances among the personas.z

 


👉 Dive into archetypes and how to use them to empower your brand.


Ready to explore your brand archetypes and understand how to use them to build your business?

Red Chalk would love to chat! Schedule a consultation and let’s put the power of brand archetypes to work creating a desirable brand.






If you want to explore the world of archetypes and how they are used in brand management, we highly recommend the book Archetypes in Branding: A Toolkit for Creatives and Strategists, written by Margaret Hartwell and Joshua C. Chen.

The post Brand Archetypes: What kind of Caregiver are you? appeared first on Red Chalk Studios.

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Brand Archetypes: The Hero https://redchalkstudios.com/brand-archetypes-the-hero/ Fri, 03 Feb 2023 16:34:21 +0000 https://redchalkstudios.com/?p=12332 Here you come to save the day… You may have seemingly ordinary characteristics, but you are a curious, continuous learner. In the pursuit of knowledge and understanding, it’s the sacrifices you make to overcome obstacles that define you and make you extraordinary. As a Hero business, you exemplify bravery, strength and a high-quality service or […]

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Here you come to save the day…

You may have seemingly ordinary characteristics, but you are a curious, continuous learner. In the pursuit of knowledge and understanding, it’s the sacrifices you make to overcome obstacles that define you and make you extraordinary.

As a Hero business, you exemplify bravery, strength and a high-quality service or product. You are a problem solver and inspire people to dream bigger and work harder, which makes your customers feel stronger and more confident. You—as the Hero brand archetype—are driven to help your customers become better versions of themselves.

For example…

USPS as the Hero.

The United States Postal Service proudly states that they are the only delivery service that reaches every address in the nation, including residences, businesses and post office boxes. This heroic service “remains the most secure and resilient form of communication,” regardless of how radio, television and the internet have changed the way we gather information. Even the age-old motto they’re associated with is heroic: “Neither rain, nor snow, nor sleet, nor hail shall keep the postmen from their appointed rounds.” They embrace their role as heroes, going “everywhere” and saving the day, whether it’s Christmas or just a regular ol’ Tuesday.

 

Snickers as the Hero.

It’s a human truth: When you’re hungry, you may say or do things out of character. But wait! Snickers to the rescue! Slay your hunger and return to yourself when you eat a Snickers, right? The wildly successful “You’re not you when you’re hungry” campaign (and the many famous personalities around the world who were part of it) clearly catapulted this candy bar into hero status—no matter where, when or who—solving the “you’re not you” problem quite sweetly.

Keep reading about the family members of the Hero family archetypes: Athlete, Liberator, Rescuer and Warrior.

By looking at the specific differences and nuances in archetype groups that seem close in nature, you’re able to really drill down and discover the bone-deep truth of your brand. AND how to use that knowledge to develop crystal-clear messaging.


👉 Dive into archetypes and how to use them to empower your brand.


Ready to explore your brand archetypes and understand how to use them to build your business?

Red Chalk would love to chat! Schedule a consultation and let’s put the power of brand archetypes to work creating a desirable brand.






If you want to explore the world of archetypes and how they are used in brand management, we highly recommend the book Archetypes in Branding: A Toolkit for Creatives and Strategists, written by Margaret Hartwell and Joshua C. Chen.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Keep reading about the family members of the Citizen family archetypes: Clown, Entertainer, Provocateur and Shapeshifter.

By looking at the specific differences and nuances in archetype groups that seem close in nature, you’re able to really drill down and discover the bone-deep truth of your brand. AND how to use that knowledge to develop crystal-clear messaging.


👉 Dive into archetypes and how to use them to empower your brand.


Ready to explore your brand archetypes and understand how to use them to build your business?

Red Chalk would love to chat! Schedule a consultation and let’s put the power of brand archetypes to work creating a desirable brand.






If you want to explore the world of archetypes and how they are used in brand management, we highly recommend the book Archetypes in Branding: A Toolkit for Creatives and Strategists, written by Margaret Hartwell and Joshua C. Chen.

The post Brand Archetypes: The Hero appeared first on Red Chalk Studios.

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Brand Archetypes: What kind of Hero are you? https://redchalkstudios.com/brand-archetypes-what-kind-of-hero-are-you/ Fri, 03 Feb 2023 16:30:46 +0000 https://redchalkstudios.com/?p=12334 If you are strong and honorable, bravely working to make the world a better place, then you are a Hero brand archetype. Your goal is to transform the situation from bad to good, to conquer hurdles and obstacles with integrity and honor. Tenacity and endurance are important facets of your business. As the Hero archetype, […]

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If you are strong and honorable, bravely working to make the world a better place, then you are a Hero brand archetype.

Your goal is to transform the situation from bad to good, to conquer hurdles and obstacles with integrity and honor. Tenacity and endurance are important facets of your business. As the Hero archetype, your business is all about protecting or improving the greater good, solving problems and achieving success.

Hero archetype businesses are those that encourage and enable their employees and/or customers to grow and be their best.

The Hero archetypal family has five personas, and while they are all motivated to effect positive change, the way they accomplish that is vastly different.

How? While the Hero archetype itself, one of the twelve core archetypes in the full group of sixty, provides bold solutions to people’s problems, the other personas in the family solve particular problems in particular ways. What, then, do the other personas represent?

 

The Other Archetypes in the Hero Family…

As facets of the Hero, these archetypes bravely aspire to reach new heights, but do it for a variety of reasons.

 

The Athlete’s goals are to achieve the highest potential, becoming higher, faster, stronger and…better.

Motivated to become the best possible, the Athlete uses strength, power, discipline and honor to reach for physical perfection.

Gatorade as the Athlete.

Gatorade has a firm hold on the athlete hydration category, and uses athletes of all levels in their marketing messaging, including this very Athlete-archetype line: “Fuel your goals with Gatorade.” The word “fuel” is used often as the solution to hydration, energy and protein, restoring what’s lost when an athlete is training, performing or competing. Gatorade is the hero that helps athletes “be who they were meant to be.”

The Liberator is a champion for equality and is fueled by strong convictions of right and wrong.

This archetype is a humanitarian who speaks out for the greater common good. Compassionate and strong, the Liberator works for freedom from oppression and injustice.

Humanrace as the Liberator.

This company’s mission is to empower all people in their pursuit of wellbeing, with the belief that taking better care of ourselves can teach us to take better care of each other. Humanrace, founded by Pharrell Williams, creates skincare products “to help all individuals deepen their understanding of themselves and enrich their commitment to every-day wellness.” As the Liberator, Humanrace advocates for skincare products (like theirs) that is inclusive of all people. Proof is the braille included on their packaging. The Humanrace philosophy is to create products that “that help ease friction, further your goals and earn a lasting place in your life.” Equality and justice. Thanks, Liberator.

Humanrace Portrait

The Rescuer is a strong savior and protector, driven by the need to help.

This archetype is able to quickly and powerfully save someone or something from internal threats such as addiction, depression or self-betrayal, or external threats of all types.

The Salvation Army as the Rescuer.

“Doing the most good.” As the Rescuer, The Salvation Army states they “meet human need wherever, whenever, and however we can.” From disaster relief and help for domestic abuse survivors to providing homeless shelters, food pantries, rent and utility assistance and much more, The Salvation Army heroically steps in when no one else will, restoring balance without anger, but with love. Their latest “Love Beyond” campaign centers around loving all who feel lost and asks potential donors to “put love above all else and show families in need that love exists beyond the most difficult situations.”

 

The Warrior uses strength and power to right wrongs, and teaches assertiveness in fighting for a cause bigger than oneself.

This archetype has a strong sense of justice and loyalty, and uses strategies and tactics to make things right.

Everytown For Gun Safety as the Warrior.

Everytown For Gun Safety states they are the largest gun violence prevention organization in America, and they’re “fighting for the changes to save lives.” They are the Warrior who fearlessly takes action by supporting, educating, enacting, electing and advocating, and have built a passionate movement of people and communities working together to end gun violence.

 

Is your brand a Hero? The way you use your power, and the way you express your bravery, determines what kind of Hero you are.

We hope you were intrigued by this discussion of the Hero archetypal family and the important nuances among the personas.

 


👉 Dive into archetypes and how to use them to empower your brand.


Ready to explore your brand archetypes and understand how to use them to build your business?

Red Chalk would love to chat! Schedule a consultation and let’s put the power of brand archetypes to work creating a desirable brand.






If you want to explore the world of archetypes and how they are used in brand management, we highly recommend the book Archetypes in Branding: A Toolkit for Creatives and Strategists, written by Margaret Hartwell and Joshua C. Chen.

The post Brand Archetypes: What kind of Hero are you? appeared first on Red Chalk Studios.

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Brand Archetypes: The Creator https://redchalkstudios.com/brand-archetypes-the-creator/ Fri, 03 Feb 2023 15:22:12 +0000 https://redchalkstudios.com/?p=12318 If it can be dreamed, it can be done. You’re passionate about self expression, you’re highly creative and your imagination is highly developed. In addition, your keen sense of aesthetic helps drive your need to actively create. As a Creator business, you have a keen understanding of the need for innovation, invention and reinterpretation. You […]

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If it can be dreamed, it can be done.

You’re passionate about self expression, you’re highly creative and your imagination is highly developed. In addition, your keen sense of aesthetic helps drive your need to actively create.

As a Creator business, you have a keen understanding of the need for innovation, invention and reinterpretation. You encourage the fulfillment of imaginative exploration, the need to learn new skills, and support the search to find (or make) the meaning in life. You—as the Creator brand archetype—also understand that strong creative expression to “control the world” belies a vulnerability and fragile self confidence; be aware of over-reacting to a fear of being judged or of not being as amazing as you want to be.

For example…

Pinterest as the Creator.

Pinterest says it’s a “visual discovery engine” where users find ideas to spark inspiration. As a Creator brand archetype, Pinterest gives you a way to compile ideas, discover other creators, follow inspirational concepts and create and arrange boards by category. In fact, you can find a Pinterest board for just about anything including, well, Brand Archetypes. This versatile tool also allows you to create Pins to share your ideas and creations. Pinterest says it best when they ask: “Waiting to be inspired? That’s what we’re here for.”

A great example of why it’s smart to know your archetype is so you can deliberately address challenges, not just identify strengths. For Creators, it’s the fear of being judged and influenced by other negative thoughts. Check out the Pinterest campaign “Don’t Don’t Yourself.” Spot on, Creator.

 

Pixar as the Creator.

Pixar, the computer animation studio best recognized for its successful computer animated feature films, embodies the Creator archetype. Constantly innovating and bringing artistic visions to life, Pixar conjures up amazing universes in which anything you can think of can become a thrilling reality. In fact, the Pixar motto captures the Creator’s joy in the process of making something with enduring value while avoiding mediocrity: “From Suck to Nonsuck.” Now that’s to infinity and beyond!

Keep reading about the other members of the Creator family of archetypes: Artist, Entrepreneur, Storyteller and Visionary.

By looking at the specific differences and nuances in archetype groups that seem close in nature, you’re able to really drill down and discover the bone-deep truth of your brand. AND how to use that knowledge to develop crystal-clear messaging.


👉 Dive into archetypes and how to use them to empower your brand.


Ready to explore your brand archetypes and understand how to use them to build your business?

Red Chalk would love to chat! Schedule a consultation and let’s put the power of brand archetypes to work creating a desirable brand.






If you want to explore the world of archetypes and how they are used in brand management, we highly recommend the book Archetypes in Branding: A Toolkit for Creatives and Strategists, written by Margaret Hartwell and Joshua C. Chen.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Keep reading about the family members of the Citizen family archetypes: Clown, Entertainer, Provocateur and Shapeshifter.

By looking at the specific differences and nuances in archetype groups that seem close in nature, you’re able to really drill down and discover the bone-deep truth of your brand. AND how to use that knowledge to develop crystal-clear messaging.


👉 Dive into archetypes and how to use them to empower your brand.


Ready to explore your brand archetypes and understand how to use them to build your business?

Red Chalk would love to chat! Schedule a consultation and let’s put the power of brand archetypes to work creating a desirable brand.






If you want to explore the world of archetypes and how they are used in brand management, we highly recommend the book Archetypes in Branding: A Toolkit for Creatives and Strategists, written by Margaret Hartwell and Joshua C. Chen.

The post Brand Archetypes: The Creator appeared first on Red Chalk Studios.

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Brand Archetypes: What kind of Creator are you? https://redchalkstudios.com/brand-archetypes-what-kind-of-creator-are-you/ Fri, 03 Feb 2023 15:20:04 +0000 https://redchalkstudios.com/?p=12316 If imagination and innovation are deep characteristics of your business, then you are a Creator brand archetype. Expression plays a big part of your business, whether it’s a driving need, a strategic way to deliver information, or a device that brings people together. As the Creator archetype, your business embraces the creative process and encourages […]

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If imagination and innovation are deep characteristics of your business, then you are a Creator brand archetype.

Expression plays a big part of your business, whether it’s a driving need, a strategic way to deliver information, or a device that brings people together. As the Creator archetype, your business embraces the creative process and encourages constant innovation. With all this unbounded thought, Creator archetype businesses also bring together intelligent people who value quality.

Creator archetype businesses are those that want to turn abstractions, visions and dreams into reality. Their goal is to better understand or improve our world.

The Creator archetypal family has five personas, and while they share a passion for seeing a different—or better—way, they also have big differences.

How? While the Creator archetype itself, one of the twelve core archetypes in the full group of sixty, creates to not only find meaning in life, but to make meaning, the other personas in the family use their creativity for different reasons. What, then, do the other personas represent?

 

The Other Archetypes in the Creator Family…

As facets of the Creator, these archetypes exemplify varying ranges of expression, and they have different reasons to give form to their imagination.

 

The Artist is playfully curious, with a passion for expression and a need to create.

With a drive to physically express “creation” that moves people, the Artist turns the ordinary into the extraordinary, seeing the beauty in everything.

Crayola as the Artist.

Crayola says their purpose is to help parents and educators raise creatively-alive kids. They believe that “before children can learn to think for themselves, they must first be free to express what they’re thinking. We believe in unleashing, nurturing, and celebrating the colorful originality in every child.” Crayola creates products that “give colorful wings to the invisible things that grow in the hearts and minds of children. We offer colors that inspire and tools that transform original thoughts into visible form.” And that, friends, is the essence of the Artist archetype.

The Entrepreneur is the innovative dreamer that confidently makes things happen.

This archetype is not afraid of challenges, thrives on the adrenaline of “taking the risk,” and turns ambition into action.

Fast Company as the Entrepreneur.

Fast Company started out as a magazine that, in part, showcased individuals and companies who were inventing the future and reinventing business. Today, as the world’s leading business media brand, Fast Company is written for and about the most progressive business leaders, “inspiring readers to think expansively, lead with purpose, embrace change, and shape the future of business.” This company, Fast Company, embraces the confident and bold entrepreneurial spirit.

 

The Storyteller is the bridge, the charismatic who brings people together, connecting them to shared experiences.

This archetype is able to impart information and insight—sometimes dramatically—which can allow difficult topics to be explored or powerful emotions to be shared.

MasterClass as the Storyteller.

MasterClass is exactly what it sounds like: classes taught by masters of their craft. As a streaming platform, MasterClass makes it possible for anyone to watch or listen to hundreds of video lessons taught by more than 180 of the world’s best… Storytellers. Whether you call them masters or leaders or experts or influencers or teachers, they are all telling their stories. They are sharing their wisdom and knowledge about business and leadership, photography, cooking, writing, acting, music, sports and more, allowing MasterClass to deliver a world class online learning experience. As the Storyteller archetype, they are helping people learn practical skills, ignite new passions, and access everyday wisdom.

 

The Visionary has great imagination, insight and boldness, and uses this “gift” to benefit the greater good.

This archetype is a strategist who is able to imagine the promise and potential of a society that makes enlightened decisions.

Herman Miller as the Visionary.

The iconic Eames lounge chair? What about the Aeron chair? Herman Miller, a 100-year-old-plus company, is a recognized innovator in contemporary interior furnishings, solutions for healthcare environments, and related technologies and services. They say that at Herman Miller, “our creative approach to solving problems not only makes our designs better, but it also helps us leave the world a little better than we found it.” Their purpose? “Design for the good of humankind.” If that’s not a Visionary brand, we don’t know what is.

Is your brand a Creator? The way you inspire and innovate—and why—determines what kind of Creator you are.

We hope you were intrigued by this discussion of the Creator archetypal family and the important nuances among the personas.

 


👉 Dive into archetypes and how to use them to empower your brand.


Ready to explore your brand archetypes and understand how to use them to build your business?

Red Chalk would love to chat! Schedule a consultation and let’s put the power of brand archetypes to work creating a desirable brand.






If you want to explore the world of archetypes and how they are used in brand management, we highly recommend the book Archetypes in Branding: A Toolkit for Creatives and Strategists, written by Margaret Hartwell and Joshua C. Chen.

The post Brand Archetypes: What kind of Creator are you? appeared first on Red Chalk Studios.

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Brand Archetypes: What kind of Jester are you? https://redchalkstudios.com/brand-archetypes-what-kind-of-jester-are-you/ Wed, 09 Nov 2022 19:27:56 +0000 https://redchalkstudios.com/?p=12281 If your business is able to make someone smile while tapping into a universal truth or wisdom, you are a Jester brand archetype. Maybe your business embodies the sort of innocent cleverness that allows you to speak the truth without offending anyone. Or maybe you embrace being boldly original, not afraid to laugh at yourself […]

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If your business is able to make someone smile while tapping into a universal truth or wisdom, you are a Jester brand archetype.

Maybe your business embodies the sort of innocent cleverness that allows you to speak the truth without offending anyone. Or maybe you embrace being boldly original, not afraid to laugh at yourself as you seek more opportunities for success. As the Jester archetype, you connect with your target markets through a shared knowledge that people recognize with a smile.

Jester archetype businesses are seriously playful and adaptable, able to transform or energize the world around them. Their goal is to attract attention, invite emotional engagement, and have an impact.

The Jester archetypal family has five personas, and while they all want to add value to the world, they also have big differences.

How? Well, the Jester archetype itself, one of the twelve core archetypes in the full group of sixty, makes jokes and is funny in order to make an impression and reach universal truths; the other personas in this archetypal family connect and engage using a much wider range of emotions. This difference makes all the… Difference.

 

The Other Archetypes in the Jester Family…

As facets of the Jester, these archetypes exemplify varying ranges of charisma and connection as they take the stage and turn things on their heads.

 

The Clown is the fun mask-wearer who can then “safely” make us laugh… And then cry.

Wise, entertaining and daring, the Clown can be quite dramatic in an effort to connect, and is able to break through barriers and talk about taboo or uncomfortable topics.

Movember as the Clown.

The Movember Foundation is known for its month-long charitable event when men grow mustaches to raise funds and awareness about men’s health issues that include prostate cancer, testicular cancer, mental health and suicide prevention. It’s a serious subject, no doubt. But by focusing the campaign on the mustache, and by celebrating and poking fun at this traditional symbol of manhood, the brand invites “Mo Bros” and “Mo Sisters” around the world to be a part of this global crusade.

The Entertainer is the observant performer who likes to poke fun, helping us escape from reality.

This archetype loves to get reactions and engagement, and is the “informative artisan” who is popular for playfully entertaining us.

Poo Pourri as the Entertainer.

Identifying a universal problem (poop stinks!), Poo Pourri talks about their products in a way that is highly informative and highly entertaining; their brand voice “…furthers our mission to bring levity to a world weighed down by toxic odors, stigmas and ingredients, leaving the world (smelling) better than we found it.” They describe their founding as a movement, “…a bowel movement, starting a conversation and removing the taboo over something we all do. With more than 100,000 5-star reviews, Poo~Pourri had the world talking crap!” Toilet sprays have names from “Ship Happens” to “Heavy Doody.” Their success proves that the world is definitely entertained!

 

The Provocateur is the pot stirrer, the charismatic communicator who stimulates people to take action.

This archetype is able to navigate complicated issues in order to shake people out of complacency and into action. Apathy is the enemy, according to the Provocateur, who uses irony and comedy, sometimes shock and controversy to get engagement.

The Onion as the Provocateur.

As an American digital media company and newspaper organization, The Onion publishes satirical articles on international, national, and local news. The publication’s humor often depends on presenting mundane, everyday events as newsworthy, surreal, or alarming, such as “Rotation Of Earth Plunges Entire North American Continent Into Darkness.” They stay true to their mission to be “the best satirical parody of news media in the world” by being obsessive about growing their fan base with brilliant—and provocative—comedy writing.

 

The Shapeshifter easily moves in and out of situations with ease and style, challenging perceptions.

This archetype practices—and celebrates—transformation and reinvention. It’s this special adaptability that helps the Shapeshifter move people toward greater understanding.

Martha Stewart as the Shapeshifter.

The Martha Stewart brand has evolved (shifted?) from Martha being the domestic hostess with the mostest to being an international lifestyle influencer. This evolution has been driven by her audience’s changing needs, challenges, and desires, and her ability to react to that; she continues to bring style to the world, staying on top of the curve and rolling with the advances in technology and in how people consume content. Just look at how she has successfully partnered with Snoop Dog and Liquid Death. What’s next? Only Martha knows…

 

Is your brand a Jester? If so, then it’s precisely how you attract, entertain, engage and connect with your audience that makes the difference.

We hope you were intrigued by this discussion of the Jester archetypal family and the important nuances among the personas.

 


👉 Dive into archetypes and how to use them to empower your brand.


Ready to explore your brand archetypes and understand how to use them to build your business?

Red Chalk would love to chat! Schedule a consultation and let’s put the power of brand archetypes to work creating a desirable brand.






If you want to explore the world of archetypes and how they are used in brand management, we highly recommend the book Archetypes in Branding: A Toolkit for Creatives and Strategists, written by Margaret Hartwell and Joshua C. Chen.

The post Brand Archetypes: What kind of Jester are you? appeared first on Red Chalk Studios.

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Brand Archetypes: The Jester https://redchalkstudios.com/brand-archetypes-the-jester/ Wed, 09 Nov 2022 19:27:53 +0000 https://redchalkstudios.com/?p=12279 Bring on the laughter… Is your business personality one that wants to entertain people? Is it important that you connect with people through happiness or laughter? As the Jester archetype, your business is a bit irreverent, pushing the boundaries of what’s expected or “normal.” It’s this humor and the way you deliver it that sets […]

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Bring on the laughter…

Is your business personality one that wants to entertain people? Is it important that you connect with people through happiness or laughter? As the Jester archetype, your business is a bit irreverent, pushing the boundaries of what’s expected or “normal.” It’s this humor and the way you deliver it that sets you apart from the competition with their stale or boring products. You—as the Jester brand archetype—are associated with good times, allowing your products and services to lighten up the lives of your customers.

For example…

Duluth Trading Co. as the Jester.

Duluth Trading Co. has a brand that strategically combines down-to-earth, rugged-outdoors-man say-it-like-it-is with giggles, guffaws and jester jokes. They also take functional features and improvements—like, say, a bit more room in your underwear—and present them in ways that catch a consumer’s attention. Duluth Trading has built a rabid grassroots following for their humor and plain speak. This brand, aimed specifically at tradespeople and other hard-workers, has become an irresistible jester persona that resonates with anyone who seeks functional and durable clothing. With a smile.

 

Old Spice as the Jester.

Old Spice was a completely different brand when it was founded in 1934. But after 50 years, it needed to pivot to attract a younger generation. It worked when it acquired some… Swagger. Today, with the swaggering jester archetype firmly at the helm, the Old Spice campaigns are laced with tongue-in-cheek humor that pokes fun at the dated idea of manliness and the unattainable expectations of the real world. From their hilarious ad campaigns to their dry-humored website content and social engagement, the Old Spice brand voice and attitude is unapologetically brash and entertaining. And successful.

Keep reading about the family members of the Citizen family archetypes: Clown, Entertainer, Provocateur and Shapeshifter.

By looking at the specific differences and nuances in archetype groups that seem close in nature, you’re able to really drill down and discover the bone-deep truth of your brand. AND how to use that knowledge to develop crystal-clear messaging.


👉 Dive into archetypes and how to use them to empower your brand.


Ready to explore your brand archetypes and understand how to use them to build your business?

Red Chalk would love to chat! Schedule a consultation and let’s put the power of brand archetypes to work creating a desirable brand.






If you want to explore the world of archetypes and how they are used in brand management, we highly recommend the book Archetypes in Branding: A Toolkit for Creatives and Strategists, written by Margaret Hartwell and Joshua C. Chen.

The post Brand Archetypes: The Jester appeared first on Red Chalk Studios.

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Brand Archetypes: The Citizen https://redchalkstudios.com/brand-archetypes-the-citizen/ Thu, 13 Oct 2022 12:00:31 +0000 https://redchalkstudios.com/?p=12254 You are in the people business… Does your business look at your customers or members as peers? If your business is energetic and optimistic, and is driven by the belief that together we’re better, then your archetype is most likely the Citizen. As a Citizen business, you respect differences, but find that your mission is […]

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You are in the people business…

Does your business look at your customers or members as peers? If your business is energetic and optimistic, and is driven by the belief that together we’re better, then your archetype is most likely the Citizen. As a Citizen business, you respect differences, but find that your mission is to be a change agent that trusts in the inherent goodness of people.

For example…

Warby Parker as the Citizen.

Warby Parker is a company that sells glasses and contact lenses. When they started out, they simply wanted to solve the problem that glasses were too expensive. As the Citizen persona, they showed stewardship and altruism due to their belief that everyone has “the right to see.” Today, their goals are even bigger than that. They want to demonstrate that a business can scale, be profitable, and do good in the world—without charging a premium for it. They’ve also learned, in their words, that it takes “creativity, empathy, and innovation” to achieve that goal. Way to go, Citizen. Way to go.

 

Chipotle as the Citizen.

As the Citizen, Chipotle, too, is committed to taking positive action for the whole, and says it this way: “We do it by being real: Chipotle was born of the radical belief that there is a connection between how food is raised and prepared, and how it tastes. Real is better. Better for you, better for people, better for our planet. It may be the hard way to do things, but it’s the right way.” The Citizen archetype believes in and works to manifest values that are higher than profit and individual gain.

Keep reading about the family members of the Citizen family archetypes: Advocate, Everyman, Networker and Servant.

By looking at the specific differences and nuances in archetype groups that seem close in nature, you’re able to really drill down and discover the bone-deep truth of your brand. AND how to use that knowledge to develop crystal-clear messaging.


👉 Dive into archetypes and how to use them to empower your brand.


Ready to explore your brand archetypes and understand how to use them to build your business?

Red Chalk would love to chat! Schedule a consultation and let’s put the power of brand archetypes to work creating a desirable brand.






If you want to explore the world of archetypes and how they are used in brand management, we highly recommend the book Archetypes in Branding: A Toolkit for Creatives and Strategists, written by Margaret Hartwell and Joshua C. Chen.

The post Brand Archetypes: The Citizen appeared first on Red Chalk Studios.

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Brand Archetypes: What kind of Citizen are you? https://redchalkstudios.com/brand-archetypes-what-kind-of-citizen-are-you/ Wed, 12 Oct 2022 14:50:10 +0000 https://redchalkstudios.com/?p=12255 Your business finds purpose in connections and shared humanity, and in promoting the greater good. You spark change. That’s a big part of the Citizen archetype. And your business—as a Citizen business—works to do that by recognizing and building community, having a strong sense of fairness, and taking action to benefit others. Citizen archetype businesses […]

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Your business finds purpose in connections and shared humanity, and in promoting the greater good.

You spark change. That’s a big part of the Citizen archetype. And your business—as a Citizen business—works to do that by recognizing and building community, having a strong sense of fairness, and taking action to benefit others.

Citizen archetype businesses are those that make it their responsibility to be successful while making positive contributions to society. 

The Citizen archetypal family has five personas, and while they all want to add value to the world, they also have big differences.

How? Well, the Citizen archetype itself, one of the twelve core archetypes in the full group of sixty, is respectful of differences and sees others on the same level, while the personas in the rest of the archetypal family have different characteristics. What, then, do the other personas represent?

 

The Other Archetypes in the Citizen Family…

As facets of the Citizen, these archetypes exemplify different kinds of optimism, stewardship and commitment to making improvements.

 

The Advocate is the champion who works to empower others, gaining influence to impact the common good.

As “compassion in action,” the Advocate inspires others and defends people who cannot advocate for themselves. This archetype is resilient and resourceful, and is willing to go the distance to right wrongs.

The Right To Shower as the Advocate.

Just reading its name tells you that this organization might be an Advocate. The people behind The Right To Shower believe “access to cleanliness is a fundamental human right.” Americans experiencing homelessness lack access to everyday necessities and services — including showers. This makes it all too easy for them to be “othered,” rejected, and to be unseen by society, compromising their sense of dignity and their chance to feel included in the community.

The Right To Shower believes it’s not just showers they provide, but cleanliness, comfort, and hope for a better tomorrow. That is empowerment at its core, don’t you think?

The Everyman is all about finding joy in the ordinary and celebrating the value that everyone matters equally.

With the need to create a sense of belonging, the Everyman strives to be helpful to all, doing it in a friendly, inclusive, practical and undramatic fashion.

Parade as the Everyman.

Parade states that they’re “writing a new underwear story.” With the tenets that they provide “unreal comfort,” are “made for everyone,” and that they’re “good for the planet,” Parade ticks all the Everyman boxes. They simply say that, “Everybody deserves to express themselves however they choose—we’re all unique. Bringing as many people to the Parade as we can is core to our mission, and we celebrate our community’s diversity.”

Without excessive fanfare, they very clearly offer and promote practical, comfortable, size-inclusive and gender-inclusive options.

 

The Networker is a connector who is motivated to expand their sphere of influence, bringing together different communities and helping them tell their stories to drive positive change.

This archetype has a talent for making friends and putting people at ease. In fact, the Networker is a powerful facilitator who brings and shares information and inspiration across the spectrum.

TikTok For Good as the Networker.

It seems quite natural for a social media company to be recognized as a Networker archetype. And for good reason. While TikTok’s mission is to inspire creativity and bring joy through TikTok For Good, they also work to encourage a new generation to have a positive impact on the planet and those around them. Organizations have responded to TikTok to grow their audiences, activate supporters, and raise awareness around specific causes through this far-reaching Networker.

Tiktok for good post

 

The Servant is committed to enhancing the lives of others, prioritizing the needs of the individual or the group over themselves.

Diligent and dedicated, this archetype is not necessarily subservient; the Servant feels a deep responsibility to contribute positively to the world.

The American Red Cross as the Servant.

The American Red Cross embodies the Servant archetype. Its mission is to prevent and alleviate human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors.​ They bring people together to deliver vital services – from providing relief and support to those in crisis, to helping anyone be prepared to respond in emergencies. When you see that red cross, you know there is someone there serving a vital need. As an organization, they “aspire to turn compassion into action,” the very essence of Servant dedication and contribution.

Is your brand a Citizen? If you believe it is, then how you work to make a difference, promoting a change for the better, shows precisely what kind of motivator you are…

We hope you were intrigued by this discussion of the Citizen archetypal family and the important nuances among the personas.

 


👉 Dive into archetypes and how to use them to empower your brand.


Ready to explore your brand archetypes and understand how to use them to build your business?

Red Chalk would love to chat! Schedule a consultation and let’s put the power of brand archetypes to work creating a desirable brand.






If you want to explore the world of archetypes and how they are used in brand management, we highly recommend the book Archetypes in Branding: A Toolkit for Creatives and Strategists, written by Margaret Hartwell and Joshua C. Chen.

The post Brand Archetypes: What kind of Citizen are you? appeared first on Red Chalk Studios.

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