Archetypes are commonly associated with characters in a story. However, they often tie to themes and emotions that extend far beyond the boundaries of a script. According to Archetypes in Branding, “archetypes represent a pattern of ideas and way of thinking that is consistent across time, generations and cultures.” Archetypes remain consistent over time because they represent values, traits, and motivations that are intrinsic to human nature.

Archetypes tap into universal human desires. They take the sales pitches and value propositions and transform them into a character that people understand. To understand why brand archetypes matter for your bottom line, consider these three benefits of archetypal branding:

• Archetypes set the tone for brand experiences.Archetypes set the stage for experiences and relationships with customers. For example, a brand with a caregiver archetype will exude a helpful, personable, and supportive personality. Once these characteristics have been established, a person will set expectations for the next brand experience. 
• Archetypes tap into customer desires.The power of archetypes is that they can be specifically tailored to your audience’s needs and wants. In other words, brands use archetypes to forge a connection between an audience’s need and your product.
• Choosing your brand archetype. Finding the right archetype for your brand is crucial for building an identity that feels relatable, consistent and unique. Consider which ones fit your brand below:

Hero. A hero archetype is also about instilling positive change in the world. To be a hero, a brand must encourage its followers to uphold self discipline and overcome challenges.

The Explorer. Explorer brands are outgoing, adventurous and brave. Companies like Patagonia, REI, and Topo Designs are excellent examples of explorer brands. They invite customers to join you on your journey, but give them a leg up so they don’t feel excluded in the process.

The RebelOutlaw. The rebel outlaw is the cool and endearing archetype rebel archetype character. In fact, it lives for shock and awe. Harley Davidson, Nasty Gal, and Virgin are all examples of brands that go against the status quo. 

The Magician. Mystery. Potential. Transformation. These are the traits embodied by the magician archetype, which is known for being both intuitive and charismatic. Magician brands include Disney, MACApple, and AXE TED, and XBOX. Being imaginative is key, but be sure to maintain a sense of realism and achievability.

The Sage. The sage is like a trustworthy, intelligent friend you can always depend on. Oprah, Marie Forleo, and the Dear Sugars podcast are characters that also embody such traits.Avoid trying to sound too smart, as this can make your customers feel inferior.

The Innocent. Innocent brands are simple, carefree, and happy. Consequently, they’re the character that people can turn to when they need a refreshing yet they maintain a set of reservations that people can rely on. Think of Dove and Warby Parker.

The Caregiver. The caregiver archetype is exactly what it sounds like: nurturing, helpful and altruistic. Caregiver brands include TOMS shoes, Johnson & Johnson and St. Jude’s Hospital. When you’re a caregiver, its key to show that you’re strong and capable.

The Everyman is all about quality over quantity. This archetype isn’t aiming for a quick sell. The best examples of everyman brands are Levi’s, IKEA, and Budweiser. 

Discovering your brand archetype will strengthen and guide your brand’s personality in order to attract your ideal customer base.

When you need a website, the first thing you do is put together a web redesign request for proposal. Submitting your RFP to multiple agencies is common and always a good idea — it’s how you get an idea of what it will really take to bring your project and vision to life.

Think of your RFP as a first impression to potential agency partners. A great RFP sets the stage for a great partnership. A great RFP is clear, concise and gets straight to the point. You don’t have to have the technical know-how to create an RFP. In fact, most of the best RFPs we receive have no mention of code or technical jargon (we hear enough developer talk on a daily basis). If you know what integrations you want to use (MailChimp, HubSpot, Marketo) then list them in your RFP email to vendors. If not, forget it. You don’t have to have all of the answers. After all, that’s why you’re hiring an agency in the first place, so leave it to the pros to figure it out.

Here’s what an RFP outline should include:

• Summary
• Company Background
• Core Objectives
• Project Scope and Delivery
• Sitemap
• Timeline & Milestones
• Functional/Technical Requirements
• Budget
• Criteria for Selection

2. Company background. Provide a brief history on your organization. (Special emphasis on brief). Tell your vendor who you are, what industry you operate in and describe your typical audience or customer. Whether you’re an older, more established company or an emerging startup, the key here is to let potential vendors know who you are and what you’re all about.

3. Core Objectives. Great RFPs are authentic. Be concise and clear about the problems you and your users face. Focus on what you hope to accomplish with your new website. If you can, try to narrow it down to one or two sentences, then expand from there. A good place to start is problem recognition.

5. Sitemap. The way your website is organized will influence how your users find what it is they’re looking for. Your sitemap is basically a table of contents for your website.

Example:

• Homepage
• About Us
• Services
• Shop
• Blog
• Contact

8. Budget. Yes, your request letter should include a budget. Withholding your budget for a project is bit like trying to buy a home without providing your broker an idea of what you’re willing to pay. If you’d like to buy a house and your budget is $150k, your broker can then locate several homes that provide you the most value within your budget.

Daniel Dulake builds interactive, scalable websites. Daniel works with enterprise, startup, and small business clients. Find out more about Daniel Dulake here. You can also follow Daniel Dulake on Twitter for his latest industry updates and ueful tips to help you create good habits as a web developer. You might also like to read the Daniel Dulake news here. You can also contact Web Digital for a free quote today. 

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