Sometimes it's tough to narrow your brand's brand voice, attributes and motivations down to align with just one brand archetype; especially if your primary target audiences are as different as (Kath) Day and (Kel) Night. Take for example, a property developer that sells apartments from the same development to both offshore investors and local owner occupiers, or an Australian Rules Football Club that markets its club to both corporate sponsors and club members. Whilst the brand values must remain unwavering and consistent, the way in which a brand communicates may be wildly different.
A classic example of someone who consistently communicates to two distinct audiences; herself and the rest of the world, is Kim Day-Craig. She's the unfiltered and wildly different character from the widely and wildly beloved series, Kath and Kim. Oh, who am I kidding? As if she needs any introduction.
"For your information, I do have a date. A sticky date!"
If being combative and demanding more (and more, and more) were an Olympic sport, Kimberly Day-Craig (aka Kim) would achieve gold on every single outing; then demand that it be upgraded to platinum.
She's the feisty and obstinate hornbag (NOT housewife) of Brett Craig and the disruptive and rebellious only daughter of Kath Day-Night; a woman whose level of self-motivation consistently sits as low as her denim jeggings.
If you ask her opinion, she's The Lover brand archetype (Chanel, Victoria's Secret). She's pleased with her appearance and believes she acts with decorum at all times ("...alright, Cardonnay. CARDONNAY, you pack of chunts!"). In Kimmy's world, Witchery and Dotti are the epitome of premium brands and she'd happily call herself shallow and dramatic - even it means being effluent instead of rich. But is she soothing? Nup. A creator of connections? As if. Or conscious of others' feelings? Not even if you were her second best friend.
Yes, Kim is a Lover brand archetype - but only in her own beeswax (so why don't you mind them?)
Which brings us back to her combative, demanding ways; the hallmarks of the Outlaw brand archetype (Diesel, Harley Davidson). Remember when she told them all to get stuffed, the pair of them? Mrs Day-Craig refuses to accept the status quo of her life in Fountain Lakes and has a penchant for breaking the rules. For instance, there'll never, ever be another Epponnee-Raelene Kathleen Darlene Charlene Craig.
Need more convincing? I'll leave you with some commentary that best reflects Kim's attitude toward her job in a call centre; a role that places her fairly and squarely at the coal face of customer/brand interaction:
"I couldn't give a fat rat's about my job at the call centre. It was really high stress. The amount of abuse on the phone...that I dished out, really took its toll."
But if it makes you feel any better, Kim, we don't actually know what a "throo" for your "cach" is either. And since you're a true Outlaw archetype, I've got one word to say to you, Kim: do-you-really-give-a-rat's-anyway?
Comments