What role does your brand play in your customer's success story? In other words, if you claim to be an ally to your customers, what kind of ally are you?
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🧙♀️ Are you a Sage whispering logic, data, and facts to guide your customer's decisions?
🏍️ Perhaps you're a Rebel, offering disruptive solutions that challenge or break old ways?
Here's the thing:
The greatest brands project familiar human characteristics that are as old as time itself. From Odysseus to Frodo to Morpheus -- archetypal characters are how we identify with heroes and their allies.
Read Joseph Campbell's "The Hero's Journey" if you haven't—it's pretty wild.
From 10-12 core archetypes, all your brand juice flows.
It's the character role "your brand plays" in your customers' storied journey toward success... with helping them slay whatever dragon they have in front of them.
In B2B marekting, your product or service is the magic sword they wield.
Anyhoo, I put this little carousel together for restaurant technology brands but included a slight twist. I assigned some memorable Pixar characters to the archetypes—goofy, yes, but effective. And I included an iconic restaurant brand as a strong example of how many people perceive their brand archetypes—and why they identify with them.
Your chosen brand archetype determines the first step in how Popcorn GTM begins to help create your brand's voice, tone, messaging, positioning, and key differentiators.
We all have brand archetypes, both personal ones and professional ones. And they can be a mix of different characters. That said, IMO the strongest brands seem to be the ones that stay in a lane and have polarity to their natural archetypal opposites.
🍿 Hit me up if you want to talk about this stuff and what works for your brand.
Restaurant Technology Brand Archetypes:
The Hero
Your brand positions itself as the dependable champion in a broken system. You emphasize performance, reliability, and leading customers to victory — especially when stakes are high (like Saturday dinner rushes).
The Sage
You lead with insight and intelligence, offering clarity in a complex space. Your product is the trusted advisor, helping operators make smarter, data-driven decisions.
The Explorer
You promise freedom from limitations. Your tech helps restaurants test, scale, or adapt without being tied to old ways of working — adventure meets efficiency.
The Magician
You deliver transformation — turning chaotic workflows into seamless experiences. Your brand feels optimistic and innovative, as if powered by a little behind-the-scenes magic.
The Rebel
You challenge the status quo and make a clear break from legacy systems. Your tone is bold, your messaging cuts through the noise, and your product isn’t afraid to shake up the industry.
The Lover
You create emotional loyalty between restaurants and their guests. Your product is all about connection — whether it’s personalized service, rewards, or just making people feel seen.
The Jester
Your brand brings fun into functional tech. Whether it’s through clever copy, delightful UX, or playful visuals, you make restaurant ops feel lighter without sacrificing performance.
The Caregiver
You show up with protection and reliability. Your product supports staff and guests alike, reducing risk and building calm, confident workflows.
The Creator
You inspire originality — your brand helps restaurants express themselves and stand out. Whether it’s menu innovation or guest experience design, you’re the partner in creative excellence.
The Everyman
You keep it real. Your brand is approachable, accessible, and practical — you solve everyday problems in a human, relatable way.
