Tapping into emotions & archetypes to make your brand stand out

I don’t know about you, but I hate customer profiles, despite the fact that they’re such a common marketing tactic.

In fact, I wrote an entire article on finding your ideal audience, and why I hate customer profiles for the Think Creative Collective Blog.

That’s exactly why I invited Mirela De La Cerda, the founder of Project M London to talk about her experiences using emotional branding, AKA archetype branding to help fashion and beauty brands successfully reach their customers.

For those of you that don’t know this, archetype-based branding allows brands to tap into the emotions, meaning, and mindset behind their business and their products.

In other words, it’s essentially the unconscious message that companies put “out there” about who they are/ what they do, and how this impacts consumer purchasing decisions.

What this episode covers: