Working out who you are taking on a journey of change when mapping out your canvas is often overlooked - demographics (age, location, gender etc) tell you surface level identifiers - but they say very little about what they value, or more fundamentally, who they are and who they want to be.
Understanding the complex factors that make your hero unique is a different exercise. For that, creating customer archetypes can be helpful.
In our story-making workshops, we often draw on Jungian theory to explore these more holistic elements.
Here’s a helpful guide to get you started:
And some wider thinking about how brands employ these archetypes to solidify their tone of voice with these segments: