THE BEHOLDE BRAND ARCHETYPES
Our process for emotive marketing — a more effective approach to creating content that evokes a meaningful response — is made possible by analyzing the 12 Jungian archetypes. We use this as a basis to create content for your brand’s specific audience, goals, aesthetic, and philosophy.
HOW WE USE EMOTIVE MARKETING TO ELEVATE YOUR BRAND
We don’t just create marketing — we meticulously create experiences that evoke emotion and forge deep connections between brands and their audiences. Our award-winning process is built on the foundation of emotive marketing, guided by the Jungian archetypes. By identifying the core motivations that drive your brand, we create a structured, strategic framework that ensures every piece of content — every word, image, and interaction — aligns with your unique voice and resonates with the right audience.
Brand Archetype Survey
The first step in our emotive marketing journey is for clients to work with us, answering a few questions about their mission and vision for the future and general wishes for communication, content, and brand perception. This is done primarily through a brand archetype survey. This survey helps us understand which of the 12 brand archetypes the brand will most closely align with, giving us a roadmap for future interactions and success.
Brand Evaluation
Once we have your results from the Brand Archetype Survey, we can evaluate your core motivations and review your existing brand materials. While the brand archetypes offer us a new, exciting starting point for content creation, we still need to be able to customize the process for your specific brand, audience, and needs.
Voice & Tone Guidelines
Using the information we gather through our experience, our content creation process, archetype guidelines, psychographics, and extensive research and data analysis, we create a customized set of guidelines for building content for your brand that will implement a consistent emotive approach across all platforms, adding stronger voice, building loyalty faster, and creating more meaningful bonds with followup actions.
Custom Brand Archetype Playbook
Once we discover your archetype, goals, and have some guidelines for content creation, we can build your custom “brand playbook” that will serve as a central point of reference for everything we create for your brand. It will also help serve as a guide for your brand internally regarding communications and community involvement.
Content & Marketing Strategy
Next, we develop a strategy for content across different platforms and through different mediums. What kind of content is going to attract people who have never heard of your brand? What kind of content is going to convince someone to take action if they’ve already been doing research?
Plan in Action: Evoking Emotion
The most exciting part of the process is when we get to put our planning into action and create emotion-evoking videos, captivating and converting websites, engaging social media posts, vibrant photography, and attention-demanding graphic design for your brand, using our emotive marketing strategy. All of this stems from your archetype!
Analyze & Refresh
Once your content is live and out in the world, we keep an eye on key emotive marketing performance indicators as well as traditional marketing data. This helps us see how people are reacting to your content in real-time so that we can continue to adjust and refine our approach to ensure you are always engaging with your audience with the right audio-visual experience on all platforms.
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FAQs
Can my brand be a mix of multiple archetypes?
Yes! While every brand has a primary archetype, many also have a secondary or complementary archetype that adds depth to their identity. We help you find the right balance to ensure your brand’s messaging stays consistent yet dynamic. Something that has been fascinating to us is that even when a brand has strong tendencies to more than one archetype, they almost always fall within the same “core motivation” quadrant!
What if I already have brand guidelines?
We use your existing brand guidelines as a foundation and refine them through the lens of archetype-driven emotive marketing. This helps align your messaging with deeper psychological motivators that resonate with your audience.
Will my brand's tone or visuals need to change?
Not necessarily! If your current branding already aligns with your archetype, we’ll refine and strengthen it. If we identify areas where your messaging could be more emotive or consistent, we’ll provide recommendations for evolution rather than a complete overhaul.
Is this approach only for big brands?
No! Emotive marketing works for brands of all sizes, from startups to established companies. Whether you’re building your brand from scratch or refining your existing identity, our process helps you connect with your audience in a more meaningful way, with more meaningful results.
How do you measure success?
We track both emotive marketing performance indicators (how your audience reacts and connects emotionally) and traditional metrics like engagement, conversions, and brand sentiment. Our process includes ongoing analysis so we can adapt and refine based on real-world data.
TAKE THE BRAND ARCHETYPE SURVEY!
Ready to learn your brand’s archetype and see how we can use emotive marketing to drive more meaningful responses from your audience?