Archetype Based Branding:

The Advocate

The Advocate


Stories about Effecting Change

For the American Network of Community Options and Resources (ANCOR), it was the classic story of difference-making, because we uncovered that their provider organization leaders fit the Advocate archetype. They are here because they want to make a piece of the world better. Their sense of purpose is linked to championing the rights of others and making life better for people. They want to effect change and help people use their voices for causes they believe matter.

Hence, the voice we created for ANCOR appealed to their members’ sense of justice and compassion.

It was big and inspirational: together, we’ll make life better. We’ll shape policy that makes a difference. We’ll give voice to people who need it. Again, understanding the archetype and the voice that needed to flow from it helped us shape their campaign and develop the right kinds of case studies to use in email communications and direct mail. And it helped ANCOR meet their numbers, even amidst funding slashes and members’ shrinking budgets for things like attending conferences.

We hope you find these tips inspiring for your next conference, and until next time keep a look out for clue #40!

The Lone Marketer

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