Approach
We use the Jungian concept of “archetypes” to determine your brand’s story– the timeless stories we all connect with in our movies, novels and fairy tales we tell our kids. Whether we like it or not, consumers will put brands into these categories in their minds as they make sense of the world. Most ineffective brands are either telling no archetypal story, or trying to tell three or four. This is confusing to both your employees and your target.
We believe your brand story must be true. So the first step in our process is to discover what brand stories you could authentically tell. Then we spend time with your target to learn both why they say they use your brand and why they really use your brand—learning why they connect emotionally with it.
By discovering which story connects best with your employees and your target, Brandgarten helps you find your brand’s most compelling story.
