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Storytelling matters more than ever in a media environment characterized by excess, distraction, and fragmented attention spans. Learning how to capture and hold that attention is the single most important skill in marketing these days, but it’s not just about creativity. Not all consumer attention is created equal, and understanding the differences between the types of attention customers are willing or able to give you is imperative to crafting the right message.

Across all major mediums in the so-called attention economy, consumption varies widely, and any metrics should be considered within the context of their particular uses. A recent paper by McKinsey & Co analyzed levels of consumer attention across 20 mediums, and came to some startling conclusions. Among the most surprising was that even in the throes of our global digital standard, print media still managed to beat all but the gaming consoles when it came to monetization and conversion.

Legacy media such as print newspapers, magazines, and books, outperformed streaming video, web content, social media, audiobooks, and even mobile games, like Candy Crush. Perhaps more surprising was the fact that podcasting came in dead last on the list, averaging a paltry monetization rate of $0.07 per hour of media consumption.

What McKinsey & Co’s numbers really tell us is that technology does not replace storytelling. Despite the explosion of content and ways to consume it, all of these social media platforms, video streaming services, and digital audio products cannot really compete with the highly-skilled storytellers working in the legacy media creative industries. These are people who have honed their storytelling abilities over decades and understand how to grab our attention, while the digital platforms are choc full of rank amateurs trying to farm clicks and doing whatever the algorithm dictates. Consumers will watch both, sure, but only one will get them to open their wallets.

In terms of branding, the lessons are even more pertinent because telling a brand’s story is a much more nuanced and requires a level of expertise that is even more rare than a Hollywood screenwriter. At the same time, graphic design and photo editing software is so ubiquitous, that almost everyone thinks they can create a brand. Even worse, generative AI has fostered the illusion that you can run your entire marketing department out of ChatGPT.

Branding is a conversation between you and your customer. Not between you and a computer. Without knowing how to speak to them, you cannot ever hope to get them to look at you, let alone carry on the long conversation about your brand’s story. In fact, a brand doesn’t exist until it has communicated its purpose to the consumer.

Why does your brand even exist? Competent brand consultants let the customer answer that question and craft the brand’s story around that. It is the only way to establish the pillars that support a solid brand, which are connection, trust, and loyalty. These elements are the holy grail of any brand, but you have to know how to tell the story in order to get your customer to buy into them.

62% of consumers have an emotional connection to the brands they buy from the most, and more than half of the people who are driven to buy a specific brand because of their emotional connection to it, do so because it also connects them to other people. This is an important insight that reveals the power that storytelling has in branding, and how basing your brand’s story on the customer’s needs and wants is key.

A famous case study is how Apple computers snatched enormous market share from the burgeoning PC market in the early 80s by identifying one of the main obstacles people faced when purchasing a computer: intimidation. Market research showed that most people were scared of computer technology because they didn’t understand it, and up to that point most of the brand narratives coming out of companies like Microsoft and others at the time focused on the incredible prowess of the machines and all they could do. Well, Apple crafted a story that addressed that very problem and in 1984 produced a legendary commercial that first aired in the Super Bowl that year, depicting a dystopian future full of scary technology, which alas, Apple was here to save you from.

Apple didn’t say anything about the product itself. It just spoke directly to the customer’s own experience and offered its product as a solution to that. All effective brands do the same thing, and the better you know your customer, the better you can be at telling a story that resonates with them.

How do you tell a brand’s story and how is it any different than the stories we read in books or watch in movies? Fundamentally, there is no difference. All stories have a beginning, a middle, and an end. A desire, a conflict, and a resolution. These three stages are present in every (good) story ever told since the beginning of time, because it mirrors life in many respects. The Hero’s Journey is a classic mythological construct that people gravitate towards because it gives us comfort in a world that can at times feel chaotic and affords us meaning in an otherwise meaningless stream of experiences.

In some ways, a brand story can be boiled down to a story that provides meaning. Albeit in a very practical, sometimes banal way. But, just like Dorothy in the Wizard of Oz or Luke Skywalker in Star Wars, the protagonist of a brand story has to be something that the person watching can project themselves onto, and identify with. They have to win in the end, too. Your brand has to be the reason the problem gets fixed. And, like Apple shows us, the problem is always whatever your customer tells you it is.

It is by understanding your customer’s needs and desires that you will be able to find the right story to tell. However, just because you know what to say, doesn’t necessarily mean you know how to say it. Branding is a form of storytelling, and it is important to learn this skill if you are to create a brand that can generate connection, trust, loyalty, and ultimately, equity.

Most brands make the mistake of building from the inside out, without understanding that it is the customer that determines what makes a brand valuable. Your job is to know what your customer values and design your brand so that it speaks to that ideal.

Achieving this is no easy task and requires a lot of research, first and foremost. But there are tools that have been developed over time to facilitate the process. Brand archetypes and customer personas are among the most powerful, although they are also misused and applied incorrectly across the creative industries all the time. We’ll dive into these tools below, and see how they can be a great way to build brand communication frameworks or to determine a brand’s voice and style, when used correctly.

Brand archetypes and personas are both fictional constructs, that can be a very useful tool in the brand manager’s toolbox. But, it’s important to know their limitations and avoid the temptation of giving them too much weight. Reductive by nature, brand archetypes and personas can nevertheless help you make informed decisions about some of the more esoteric aspects of brand development, by leaning into known patterns and generalizations, in a positive way.

Archetypes are very abstract representations of behavioral traits or attitudes of consumers within an industry or market. Personas, on the other hand, are much more detailed profiles of a customer type, whose characteristics are constructed by combining overlapping areas found in customer research data. The latter may contain very specific details like motivations, goals, personal pain points, among other things, whereas the former are akin to mythological creatures or Tarot cards. They are meant to capture a broader, idealistic notions.

It’s important to understand that each industry can have its own archetypes, which are not necessarily valid in others. While the same individual customer participates in many different industries, an archetype is deigned to focus on the one overarching trait that the customer wants the brand of a specific industry to reflect back to them. A bank, for instance, that wants to attract customers who are interested in long term security, would develop its brand in accordance with an archetype that communicates that idea. How that security is expressed in the brand messaging requires more in-depth knowledge of our customer, and that’s where personas come in.

A customer persona surfaces things like the pain points, motivations, and goals of a target market, and thus helps tailor the brand’s messaging to real people. They help brands shape the conversation with their customers, and provide insights that can open the door to growing customer loyalty and brand recognition. Strong brands know how to leverage both brand archetypes and customer personas in order to create a solid foundation on which to build brand equity.

Below you’ll find a list of twelve archetypes, that are based on the Jungian system and not necessarily linked to any particular industry. While these archetypes can be useful, they are only presented as introductory examples. As previously mentioned, each brand exercise should develop its own industry-specific archetypes for a truly effective tool.

The Optimist

Purpose: To Trust

Positive Traits:

You are a dreamer and strive to be good. Innocent and pure at heart, you are the embodiment of youthful idealism and romanticism. Loyal to a fault, you live by a moral code and expect others to do so, as well.

Negative Traits:

Naïve at times, you can be perceived as boring, too passive for a fast-paced world, and lacking ambition.

Brand target: Trustworthiness, Reliability, Virtuousness, Nostalgia.

Examples: Dove soap, Coca-Cola, Cottonelle

The Everyman

Purpose: To Belong

Positive Traits:

You are salt-of-the-earth and the picture of sincerity. Always striving to be supportive and foster a sense of community. You will give the shirt off your back and celebrate others’ achievements.

Negative Traits:

Poor leadership qualities and a tendency to lose your identity in order to be part of the group.

Brand Target: Community, Reciprocity, Collaborative, Empowerment.

Examples: Home Depot, eBay

The Savior

Purpose: To Inspire

Positive Traits:

You want to save the world and have the confidence to try. Bold, strong, and honorable, you inspire the collective with your courage and relentless drive. You bring solutions to the table and won’t take no for an answer.

Negative Traits:
Some see you as arrogant or aloof, and more concerned with your goals than working towards the greater good.

Brand target: Heroic, Aspirational, Fortitude, Leadership.

Examples: Nike, BMW, Duracell

The Rebel

Purpose: To Revolutionize

Positive Traits:

You move to the beat of your own drum and don’t mind breaking the rules if you sense injustice. Independent, wild, and iconoclastic, you are an agent of change, who doesn’t shrink in the face of power and authority.

Negative Traits:

Morally ambiguous truant, who flouts society’s conventions. Seemingly out of control and prone to risky behavior.

Brand target: Primal, Individuality, Awareness, Self-starting, Originality.

Examples: Harley-Davidson, Virgin (Richard Branson)

The Trailblazer

Purpose: To Discover

Positive Traits:

You want to experience everything that life has to offer, and will scour the earth to do so. Ambitious, adventurous, and pioneering, you were born to chart your own course and go where angels fear to tread.

Negative Traits:

Restlessness can detract from reaching the finish line, and your eccentricities make relating to others challenging.

Brand target: Authenticity, Excitement, Velocity, Expansive, Groundbreaking

Example: Indiana Jones, Jeep, Red Bull

The Architect

Purpose: To Build

Positive Traits:

You are ingenious and creative. Meaning comes from making something that can endure the test of time and offers value to society. Innovation is your calling card and you are not not afraid to be the first to do something.

Negative Traits:

Tendencies of perfectionism can become drawbacks, and flights of inventive fancy can make you impractical.

Brand target: Imagination, Entrepreneurship, Expression, Visionary

Examples: Lego, Crayola

The King

Purpose: To Establish

Positive Traits:

You are a born leader with peerless organizational skills and the ability to see things from ten thousand feet. Combining a mature perspective and natural authority, you can create order out of chaos and bring stability to any situation.

Negative Traits:

Controlling or despotic. Can forget to touch grass once in a while and foster connections with people.

Brand target: Institutional, Accountability, Organizational, Efficiency.

Examples: Microsoft, Barclays, Mercedes-Benz

The Magus

Purpose: To Manifest

Positive Traits:

You are a catalyst for greatness. Sometimes your mere presence is enough to transform people’s reality, but when combined with your strong intuition and charisma, whole new worlds can be brought into existence.

Negative Traits:

Can get carried away and become untethered from reality, leading to undesirable outcomes.

Brand target: Transformational, Experimental, Forward-thinking.

Examples: Disney, Wizard of Oz, Apple

The Beloved

Purpose: To Captivate

Positive Traits:

You are the height of passion and emotional intimacy. Sensual, warm, and idealistic, there are few who can resist your touch. When you are around, people feel seen and cherished. They come to you to remember what love should be.

Negative Traits:

Overindulgence and greed can be your downfall. Guard against addictive tendencies and obsessive behaviors.

Brand target: Cohesion, Relational, Gratification, Tenderness, Intimacy.

Example: Victoria’s Secret, Godiva Chocolate, Marie Claire

The Healer

Purpose: To Restore

Positive Traits:

You are the universal mother, the nurturer, and paragon of generosity. Compassion is your north star, and you have the strength to care for others. You are the listener and the counselor providing comfort and solace.

Negative Traits:

Self-sacrificing to the point of erasure. Others take advantage of your giving nature, and take you for granted.

Brand target: Holistic, Supportive, Affirmation, Nourishment

Examples: Campbell’s Soup, Johnson & Johnson, Heinz

The Comedian

Purpose: To Entertain

Positive Traits:

You are the life of the party, bringing the light-hearted respite everybody needs to unwind. Your off-beat perspective and spontaneity catches people by surprise, and gives them permission to let their guard down.

Negative Traits:

Can be perceived as disrespectful or inappropriate. Lack of self-awareness and tact are pitfalls to be avoided.

Brand target: Impulsivity, Spontaneity, Irreverence, Lyrical, Playful.

Examples: Motley Fool, Ben & Jerry’s, IKEA

The Philosopher

Purpose: To Enlighten

Positive Traits:

You are wise and insightful. A trusted source of information, who is keen to share their vast knowledge with the world. With logic and reason always at the forefront of your arguments, few can refute your conclusions.

Negative Traits:

Too much information can lead to confusion. Opinions and personal bias are best kept at bay.

Brand target: Proficiency, Practicality, Analytical, Ontological.

Examples: BBC, PBS, Google, Philips

Creating a customer persona entails a lot of research and direct access to existing or potential customers, that you can interview or obtain feedback from. In order to build strong consumer profiles you can use in your brand messaging and other aspects of your brand strategy, getting an answer to the following six questions is indispensable:

How did your customer find you?
Why did they choose you over your competitors?
What, specifically, do they like about your product or service?
What would they change about your product or service?
Did they consider any other products or services before deciding on yours?
What was most important factor when making their purchasing decision?

After you’ve interviewed enough people, you will be able to build one or more customer personas by identifying the answers that overlap the most. Based on these criteria, you can create a consumer profile that tells you a good deal about your customers in general and allows you to identify key points, like pain points, purchasing motivations, goals, and many other relevant pieces of data that will only make your brand more flexible and adaptable to the needs of your customers.

Customer Personas give you the tools to perform targeted marketing tasks, tailoring products and services, resonating with a specific demographic, and anything that requires behavioral data. Archetypes provide the resources for long-term brand strategies, customer journey design, and product development.

Both are critical for a well-rounded brand, that is centered in its customers. Without them, you end up having no brand voice, and no way of communicating your brand’s message. The most important lesson in branding is simple: You don’t make your brand. Your customers do.

As the name implies, a brand audit takes stock of your brand assets in order to asses their value and performance at a given moment in time, and is typically launched to address a particular problem like inconsistent messaging, stagnant brand performance, or some other issue. Sometimes, changing market trends or the arrival of new competitors can also trigger a brand audit.

Unlike other kinds of brand research, a brand audit is meant to create a snapshot of your brand’s current status, and is often used as a starting point to move on to more in-depth explorations of the brand itself or market research more generally.

A brand audit measures the dynamics affecting things like brand loyalty, brand perception, brand positioning, brand value and brand identity, but it doesn’t probe for solutions. Its only purpose is to identify existing or potential problems in order to form a clear picture.

First, define your scope or area of investigation. Below are some of the most common lines of inquiry for brand audits:

Collect all available brand identity assets, like logos, color palettes, icons, etc. These may be pieces of printed collateral, like stationery or digital instances on your website and email headers. Include institutional copy, such as taglines, slogans, mission statements or other customer-facing brand copy.

Divide these assets into two categories: Tangible and Intangible. All your logos, colors and basically anything visual goes into your tangible bin, and all your brand copy – both internal and customer facing –, lands in the intangible bin.

Once you have all you have accounted for all assets and determined the focus of your inquiry, you can begin to build your framework or plan of action. For this, it is important to consider the following:

Brand audits should be quantitative rather than qualitative in nature to give an objective picture of the present state of your brand. Design your questions to elicit binary responses like yes or no, and refrain from asking leading questions or drawing conclusions. Remember, you’re collecting data, not opinions.

Make sure you have an understanding of what your competition is doing relative to your particular focus. This information will be critical for identifying your advantages or shortcomings in the final analysis.

Tap into your circle to find high-level people inside or outside of your organization, who can provide valuable insight and help you discern the information, or maybe even share their own experience with brand auditing.

There are a lot of AI brand auditing tools out there these days promising instantaneous, data-driven results. While AI may offer some value when it comes to sorting through massive data sets and large-scale pattern recognition, the reality is that effective brand auditing cannot be done by machine alone.

As with any research endeavor, try to vet your sources of information and filter out any fraudulent data. This is especially important for any Internet-based data, such as website analytics or online surveys. The cleaner, the better.

The results of a brand audit will help you find where your brand is coming up short in relation to your competition and/or your own business objectives. A comprehensive view of your brand’s overall performance can catch problems before they spiral out of control or it can inform ways in which you can take your company to the next level.

For example, if your brand audit reveals that your positioning no longer resonates with your target market, it may be necessary to launch a market study to know what the latest trends are in your particular niche in order to recalibrate your brand positioning. On the other hand, a positive result can reinforce your branding acumen and help you lean in to certain marketing directions, with more information than you had before.

Ultimately, it is a tool for gauging the overall health of your brand. Its purpose is to diagnose, but it’s just a starting point for further research that can help you find the right solutions to any problems or the next steps to take your company to the next level.