Goal

At the end of this module, you should be able to define and apply a brand personality and archetype that aligns with strategic objectives.

Lessons

• Lesson One:Brand Personality

  • Why your company/ product needs a personality

• Lesson Two: Brand Archetypes

  • What are archetypes and how to leverage it

• Lesson Three: Applying Archetypes and Attributes

  • How to bring your strategy to life (tips and watchouts)

• Lesson Four: Brand Essence

  • Distilling the strategy down to one phrase

Resources

• Template: Archetype exercises and 1-2-3 framework

• Examples: Archetypal write ups and attributes

• MtBA GPT: Brand Essence Creator