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Formulating Your Campaign: Archetype

Step 2 of the We Do Your Marketing Way

Once your campaign’s aim is defined, the next step is to understand who you are targeting.

Archetype is about deciphering how people think, behave, decide, and respond. Without this step, campaigns become generic, inefficient, and emotionally disconnected from the audience.

On this page, we introduce the two core pillars of audience archetyping:

  • DISC Personality Profiling
  • Market Segmentation

Each has its own dedicated deep-dive page, which you can explore below.

Use Our Campaign Planner Tool

Why Archetype Matters in Marketing

Marketing that ignores human psychology becomes noise.

When you understand:

  • How people process information

  • What motivates their decisions

  • What frustrates or reassures them

  • How quickly they move to action

You gain the ability to:

  • Speak directly to decision triggers

  • Reduce resistance to action

  • Increase engagement and conversion

  • Create emotional relevance

Archetype ensures your campaign is not just seen — but felt and acted upon.

The Two Layers of Archetype Targeting

2.1) Personality Type (DISC Profiling)

DISC focuses on how people behave, make decisions, and interact with the world.

It categorises people into four core behavioural drives:

  • D - Dominance
  • I - Influence
  • S - Steadiness
  • C - Conscientiousness

These traits influence:

  • Communication style
  • Decision speed
  • Risk tolerance
  • Emotional response
  • Trust building

On the DISC page you will explore:

  • The DISC wheel
  • Full profile breakdowns
  • Fast-paced vs slow-paced personalities
  • People-oriented vs task-oriented personalities
  • How to apply DISC to your marketing strategy
Go to: 2.1 DISC

2.2) Market Segmentation

Segmentation focuses on who people are and how they exist in the market.

 

Rather than behaviour alone, segmentation classifies audiences based on:

  • Location
  • Demographics
  • Lifestyle
  • Behavioural patterns

This allows you to:

  • Refine targeting accuracy
  • Personalise messaging
  • Optimise channel selection
  • Match offers to real-life needs

On the Segmentation page you will explore:

  • Geographic segmentation
  • Demographic segmentation
  • Psychographic segmentation
  • Behavioural segmentation
  • Each with applied bullet-point targeting examples
Go to: 2.2 Segmentation

Next Step: Choose Where Your Campaign Will Live →

Move to Step 3 – Where to define channels and platforms.

Go To Next Step