As humans we are hard wired to react to story, and recognizing character patterns is just as innate. Our ancient ancestors shared story long before the written word as a way to bind the community together, to explain the world around them, and to pass on tribal knowledge. Stories of past heroes, of myth, of tradition, and of knowledge were critical to our collective survival. From Greek and Roman mythology, Viking sagas, and Hollywood today, stories pass from generation to generation.
Stories can make us have a literally physical reaction and they shape our behavior. They make us feel fear, stress, joy, or relief. Joke all you want about people crying at Hallmark or the Budweiser puppy commercials, but marketing and branding can tug at our feelings. Some brands evoke joy and inclusivity, while others instill a drive to break free. People who need to feel empowered love a hero brand, while those who crave social connection are naturally drawn to the Girl or Guy Nextdoor brand.
You can craft a brand that’s true to your ideal archetype, making it both attractive and releateable to the people who are most likely to love what you do and how you do it. The right brand “character” is the one that fits your business and your audience the best. It must reflect your work style, your culture, and your core beliefs.