At Engineers Australia, we use brand archetypes as genres we assign to our brand, based upon symbolism.
The idea behind using brand archetypes is to anchor our brand against something iconic—something already embedded within the conscious and subconscious of humanity. This helps our teams better understand the DNA of our brand and the tone of voice in our communication.
Other words associated with The Sage are expert, scholar, advisor, researcher, thinker, mentor and teacher. The Sage desires to understand the world and share that with others. The Sage is a life-long learner that expresses their knowledge
Other words associated with The Creator are artist, innovator, inventor, musician, writer and dreamer. The Creator is seen in any endeavour to tap into the human imagination. The Creator always wants to create something new and original.
At Engineers Australia, we define our brand personality through a set of human characteristics.
Defining our brand personality is critical so it resonates with our target audiences helping to elicit a positive emotional response.
Amplifying and reflecting these attributes helps us communicate in a consistent manner.
What does ‘bold’ really mean? It means being brave, not timid; a leader, not a follower; being proactive, not passive, and being confident and courageous, not meek. So, you can see that ‘bold’ is a strong leadership quality.
Our personality ‘inspiring’ means unlocking the imagination, not being conservative. Importantly, it is being out-come led, not just technically led. It means delivering contemporary and exciting content, particularly showcasing new and emerging engineering. It also means being curious, innovative, pioneering and dynamic. Our members look to us to show the opportunities available to them.
‘Informative’ is a personality where Engineers Australia is recognised as a source of trusted information and keeping engineers up-to-date on technical, business and regulatory matters. It is about improving engineers’ knowledge (technical, strategic, leadership and commercial skills) and tapping into experienced engineers’ stories and networks. This personality celebrates life-long learning.
What does ‘influential’ mean? It means prominent and guiding, not perceived as ineffective; makes a valuable contribution; persuades decision-makers; is impactful on my career. It represents convening and leading the decision-making table. It is a strong leadership quality.
And ‘relatable.’ This is about understanding and being empathetic, not elitist, distant or ruling. It represents being ‘for someone like me’ and ‘aligned with my values’, as well as maintaining connection with me and is a role model. It is about being approachable, down-to-earth, warm, caring and re-assuring.
