Techstars Startup Week Seattle 2018

Is your brand more about community and belonging, or autonomy and independence? Does it promise stability or change? Is it a Hero, an Explorer, a Ruler, or a Rebel? Focusing your brand around one clear archetype is a powerful tool for connecting with your audience, standing out from your competition, and accelerating creative expression.

This fast-paced, participatory session will introduce 12 archetypes for deeply resonant storytelling and explore how they apply to brands, from articulating a clear purpose and establishing brand personality to shaping messaging, imagery, products, and company culture. The archetype model applies to all kinds of brands—consumer, B2B, non-profits, and personal brands.

We’ll take a look at real examples from the Seattle startup scene, and we’ll work through exercises right in the room to help you find your north star, whether you’re building a new brand, refocusing a messy one, or ready for some fresh inspiration.