23. How we use brand archetypes in copywriting

Emma Givens: Content & Copy

Brand archetypes are foundational to the brand messaging guides we create for our copywriting clients at EG: Content & Copy. They play a critical role in developing our clients' unique brand voice and personality, brand storytelling practices, and sales and marketing decisions for a profitable business.

Our brand messaging documents, called Brand Messaging Bibles, are also incorporated by many of our clients' web designers and visual brand designers. The archetype report section, in particular, informs visual choices in graphic design, the psychological journey of websites, and more.

In today's episode, we'll talk about:

• What are brand archetypes?
• The brand archetype framework we use at EG: Content & Copy (from the book Archetypes in Branding)
• Share a typical Jung archetypes list, and match all 12 main brand archetypes with examples.
• Why even 2 ice cream brands will have different brand archetypes 99% of the time

Create a world-class, desirable business with brand messaging and storytelling informed by your brand archetypes!

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Resources mentioned:

• The Hero and the Outlaw by Margaret Mark & Carol Pearson
• Archetypes in Branding - A toolkit for creatives and strategists
• Emma Givens Content & Copy YouTube Channel - Subscribe here!

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Important info:

Connect with me on Instagram @emmagivenswriter, I would love to get to know you and your aha moment!

Want to know how I can personally help your business? Work with team Emma Givens Content & Copy

Check out our Brand Messaging Bible Experience.

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