This was an excellent read! Thanks for sharing the Brand Archetype Matrix. It gave me some questions to start thinking about branding a new apparel company. At the moment, my “internal workshop” would just be me. Do you have any advice on creating brand references to put into a unique construct with a defined architecture? Also, once the archetype is defined, how does it translate to knowing how to market on the right channel? I understand how the archetype can ensure that consumers encounter the right stories and products at the right time, but the right channel confused me.
Great questions! Your brand references are your own inspiration, themes, and materials. And I realized I left out the archetype to channel connection. Good catch. Once your archetype is defined, you can add a second layer to your brand matrix with channel differentiation. If you’re a heritage brand with an iconic story and want to appeal to UNHW consumers, then you would use this high level story to hit more moodboard channels like Instagram and Pinterest and aim for a website with micro storytelling rather than product-focused copy. If you’re a newer streetwear l brand, then you should look for newer channels with a younger demographic. So it’s basically trying to match your archetype to the channel and its audiences.
This was an excellent read! Thanks for sharing the Brand Archetype Matrix. It gave me some questions to start thinking about branding a new apparel company. At the moment, my “internal workshop” would just be me. Do you have any advice on creating brand references to put into a unique construct with a defined architecture? Also, once the archetype is defined, how does it translate to knowing how to market on the right channel? I understand how the archetype can ensure that consumers encounter the right stories and products at the right time, but the right channel confused me.
Great questions! Your brand references are your own inspiration, themes, and materials. And I realized I left out the archetype to channel connection. Good catch. Once your archetype is defined, you can add a second layer to your brand matrix with channel differentiation. If you’re a heritage brand with an iconic story and want to appeal to UNHW consumers, then you would use this high level story to hit more moodboard channels like Instagram and Pinterest and aim for a website with micro storytelling rather than product-focused copy. If you’re a newer streetwear l brand, then you should look for newer channels with a younger demographic. So it’s basically trying to match your archetype to the channel and its audiences.
Ahh, okay. Thanks for that! The Brand Archetype Matrix was a fun exercise. I am looking forward to putting it to use :)