How to Use Archetypes from The Last of Us to Build Better Brands.

How do you create ads for your business? Do you have a formula for writing that works every time? Here are a couple things I’ve learned from The Last of Us that can help make your marketing campaign and copy more interesting.

Over the past decade, the world has changed. We have lived through a cataclysm of worldwide proportions. The old rules no longer apply. In this world, we need new archetypes – heroes who will guide us through these uncertain times, and that includes your marketing online.

Did you know that The Last of Us is full of branding archetypes that can help your marketing stand out? Ever wondered how a game developer draws on the subconscious? Or how the human visual system works? This article will show you how to incorporate these principles into your design, creating something beautiful and memorable for your audience.

Why Use Branding Archetypes?

The Last of Us makes its powerful marketing go to work by using archetypes. These archetypes are a psychological action pattern typically central to the plot of a story. By creating patterns of interaction and emotion, you're able to easily draw people into your narrative and convince them to take action to win something aka TRUST in your brand and be INVESTED in your marketing.

So a micro overview in branding archetypes - there's 12 in total, all originally inspired from Jungian archetypes, and today we're focusing on the 2 that I believe are key in creating maximum impact online.

JOEL - The Hero

Why the Hero?

The Hero archetype is about facing challenges, hard work and inspiring change.

Your brand is all about empowerment, overcoming physical/emotional obstacles and authority within your niche/industry.

You don't play it small. And people always pay attention.

Other Brands Who Use This Archetype:

Nike, Adidas & Fedex

How to Use in Your Marketing:

• Your main strategy is to INSPIRE & EMPOWER your audience.
• Action words are KEY of your copy. To motivate your audience to act right now!
• Strengths of this archetype is to bravely speak on what matters most, core business values and mission made clear to your audience. Courage to try things that haven't been done before in your industry.
• Messaging focus: If you can think it, you can do it.

Ellie - The Rebel/Outlaw

Why the Rebel/Outlaw?

The Rebel/Outlaw is here to shake up the status quo!

Your brand is ALL about big impact, disrupting the narrative, to be free.

There is no other like you, and if there is - they fall short in comparison.

You're a lot like marmite, those that love you fall into adoring fan status, and those that don't- well, you'll know about it!

Other Brands Who Use This Archetype:

Apple, Uber & Harley Davidson

How to Use In Your Marketing:

• Your main strategy is to DISRUPT & DO IT YOUR WAY. Stop looking to your competitors.
• A Revolutionary experience are KEY for creating across your campaign. Your audience will be invested, so refer to topical events and be personable. You're a leader whether you wanted to be or not.
• Creating intimate connection with the audience you have. You don't need a large following to see big results.
• Strengths of this archetype is you are a leader of the change you wish to see in the world. You don't follow trends, and while your messaging might be confrontational to some - to your people, it's exactly what they need to hear!
• Messaging focus: There are no rules.

Summary:

The Last of Us truly stands out as a game that is more than just fun to play. It also leaves an emotional impact on its players, which is what great marketing should be all about.

Without your audience having something tangible to relate or connect to, they're not interested in buying from you or investing in you.

When we think about what makes branding memorable and compelling, the Last of Us has some fascinating characteristics that make for two powerful archetypes for your marketing.

So let me know in the comments below, which archetype will you be trying next?

P.s Hey! I'm Liv and I'm a Social Media Manager, Personal Branding Coach & Digital Marketing Expert.