Brand Vocabulary
Brand vocabulary is another way to magically bring your brand to life in peoples minds. Words are symbols that we use to create meaning. Certain words help create certain meanings that create a deeper emotional connection and influence our perception.
Jeep
Example: Explorer Vocabulary
Brand Experience
- Breaking free from the norm and embarking on a journey of self discovery while overcoming challenges and soar to new heights.
- Customers seek adventure, freedom and don’t mind taking risks.
- Customers feel like they have discovered a part of themselves they never knew existed that leads to a stronger self-acceptance and ultimately leads to fulfilment.
Explorer Meets Outlaw
Expressing your brand’s secondary archetype creates a powerful dynamic energy that creates new feelings in your audience. You may have specific products, services, or aspects of your brand where your secondary archetype finds more expression.
Jeep’s dominant archetype is the explorer and the outlaw is the secondary archetype that finds expression through some of their products.
Watch the commercial below and listen and feel how the explorer and outlaw energies find expression and transform words to feelings that magically bring Jeep to life in their customer’s minds.
