Knowing and using your archetype keeps your brand from acting inauthentic.
A brand is seen as inauthentic when the behavior displayed feels like a contrast from how your customers and employees believe the brand should interact.
That doesn’t mean you are immovably rigid with all that you do. However, if your brand and message is related to helping people and you neglect to help, you are now seen as inauthentic. People will notice.
Avis once said, “We Try Harder.” But what if Avis hadn’t followed through on their statement to actually “try harder”? Well, then their competitor Hertz wouldn’t have faced such stiff competition and been forced to reinvent themselves.
Question: What is the primary message and value you want your audience to know about your brand?
“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.”
(A classic brand meme, yet again.)