We don’t have to know what the word means to recognize how it connects our brand with our users. Archetypes help us choose the right words, assemble them in the right order, and communicate the brand experience our users expect. Our brand is how our products speak to the world.
In this episode of the Product Momentum Podcast, Sean is joined by Margie Agin, award-winning marketer and founder/chief strategist at Centerboard Marketing. Margie works with B2B companies to identify and communicate key aspects of their brand and drive action. We use archetypes to reflect our product’s personality, Margie offers.
“It’s expressing your company, which includes your product, as a human – not just as technology,” she adds. “And when you do that, it makes you more relatable as a company, building trust and closing the gap between your brand and your customers.”
For B2B technology companies that aren’t consumer facing, finding the human elements of your brand can be more challenging. Are you the Hero? Jester? Or maybe your product brand speaks as a Pioneer, Explorer, Lover, or Sage.
Listen in as Margie shares valuable tips that make this task easier, including gathering people with different experiences with your product to identify and validate how it interacts with users.