Our Approach

We help define who you are to the next generation.

Identify Key Audiences

We start by learning the motivations and needs of your audiences.

Future Student

How do students choose an education that is worth the money, creating opportunities for rewarding careers without going into debt?

Student and Alumni

Students love the small class sizes and experiential education your college offers but need help balancing school, work and family obligations.

Staff and Faculty

When students are engaged, staff and faculty have a powerful impact. The college needs to find ways to engage by traditional and nontraditional means.

Community and Corporate Partners

Our community recruits strong graduates for the workforce, but we need an increase in graduates for the future.

Build Brand Archetype

Each family of archetypes aligns with a set of motivations that span a range of collective and individualistic desires.

From 12 archetypes, we narrow down your primary, secondary and tertiary types.

This example of a small college showcases three types. Each archetype has a different set of needs and motivations. These inform the work we do.

Explorer
a.k.a., Seeker, Wanderer, Individualist, Trailblazer, Pioneer, Adventurer
What Audiences Feel: Adventurous, Cultured, “I have no limits,” Amazed, Alive
Innate Advantages: Autonomy, Ambition, Being True to One's Soul
Brand villains: Getting Trapped, Conformity, and Inner Emptiness
Potential Pitfalls: Aimless Wandering, Becoming a Misfit
Brand voice: Open-minded, Resourceful, Tolerant
Explorer Brands
The North Face, Patagonia, Jeep
Caregiver
a.k.a., Saint, Altruist, Parent, Helper, Supporter, Advocate, Nurturer
What Audiences Feel: Loved, taken care of, safe, "I'm not alone in this," secure thankful
Innate Advantages: Compassion, Generosity
Brand villains: Selfishness, Ingratitude
Potential Pitfalls: Martyrdom, Being Exploited
Brand voice: Considerate, Thoughtful, Kind
Caregiver Brands
Unicef, WWF, Toms
Everyman
a.k.a., Friend, BFF, Realist, Solid Citizen, Good Neighbor
What Audiences Feel: Understood, Seen, Included, "If they can, I can too," Warm, Trusting
Innate Advantages: Realism, Empathy, Lack of Pretense
Brand villains: To Be Left Out, To Stand Out From the Crowd
Potential Pitfalls: Losing One's Self to Blend In or for the Sake of Superficial Relationships
Brand voice: Friendly, Humble, Honest, Practical
Common Person Brands
IKEA, Target, McDonald's

Organize for the Next Decade

Centralized or Decentralized? Your organizational structure matters.

Get Started

Ready to talk about how we can help you refine your brand?