On the STANCE ® homepage you’ll see us described as “brand storytelling with attitude” where Attitude is the A in STANCE. (STANCE stands for Situation, Transformation, Attitude, Niche, Confidence and Expression.)

But how do you find and define a brand’s attitude?

Brand archetypes assessment

One way to define your brand’s attitude is to use an archetype. There are 12 archetypes you can use to help define your brand personality. They belong in 4 families. (You can find detailed archetype explanations in this blog.)

Seeking adventure

The Outlaw, Rebel and Hero

Seeking connection

The Everyman, Lover and Jester

Seeking stability

The Creator, Ruler and Caregiver

Seeking enlightenment

The Innocent, Sage and Explorer

Using movie characters in your archetype assessment

At STANCE, we have likened each of these archetypes to a movie character. But why? Well, if I were to ask you about the traits of the Jester archetype, you might have some ideas… But if I were to add to movie character references, you may well have a better idea of what that might look like for your brand.

“The Jester is like Axel Foley from Beverly Hills Cop, or Captain Jack Sparrow from Pirates of the Carribean. They’re witty and willing to cross boundaries to reach their goal!”

Movie characters

Keen to try the movie character exercise?

We have selected a few videos from our main storytelling course and put them here for you to try. The mini-course is 20 mins long and explains the different archetypes, how living in an archetype can shape your brand and how to choose an archetype using a movie character.

Brand archetype course

Do you need a brand archetype?

No, you don’t need a brand archetype, but you do need a brand personality or attitude. We have several other brand personality exercises at STANCE that help you tease out the traits and tone that your brand should embody.

That said, what I love about the movie characters game is this:

  1. Workshop participants love to play it!
  2. It creates a great ‘jump off’ point for attitude exploration

In this blog, we introduced Robin and three brand archetype-led routes of exploration.

You can see how a Robin Hero trash can might say,

“Be an Eco Warrior”

While a Robin Explorer trash can might say,

“Boldly going where no bin liner has gone before.”

Turning brand archetypes into action

The thing that I love about archetypes is that they immediately stir up some emotions—which is why they were hypothesized by Carl Jung in the first place: We as humans understand them.

In the case of Robin above, the Hero archetype version could have more of a campaigning slant. You might expect this brand to feature loud, perhaps controversial messaging and tackle political issues in a confrontational way.

Whereas the Explorer archetype might prefer to shout about the Robin product stats: How far has your bin liner traveled? How many times has it been re-used? Which cities has it been to?

Try the brand archetype course

Are you interested in the idea of shaping your brand around an archetype? If so, check our free mini-course that uses movie characters to help you understand the traits of the different archetypes.

Did you like this blog?

For more on archetypes, try: Expected or unexpected: How to use archetypes in branding

For thought leadership on storytelling and fundraising, try: Brand positioning and mission for Mecommi's FUN fundraising video