What are brand archetypes?
Similar to how there are fictional characters that define paradigms which help us understand their actions, a brand archetype is a way of presenting a brand. Branding archetypes are used to guide and strengthen a brand's story.
Archetypes are commonly associated with characters in a story. However, they often tie to themes and emotions that extend far beyond the boundaries of a script. Archetypes remain consistent over time because they represent values, traits, and motivations that are intrinsic to human nature. Archetypes tap into universal desires. They take the sales pitches and value propositions and transform them into a character people understand and relate them to business goals.
Archetypes set the tone for brand experiences.
Archetypes set the tone for customer relationships and experiences. Once characteristics are established, the customer usually is able to set expectations for their next brand experience.
Archetypes tap into customer desires.
Archetypes are specifically tailored to the audience's needs and wants. Brands use archetypes to forge a connection between a need and product. This helps customers identify why a product can enhance their goals -which results in a stronger connection with the consumer.
Archetypes support differentiation
A strong Brand archetype will help your business stand out from the crowd in a saturated market. Archetypes inspire you to dig deeper to find the why in and shapes your brand to truly be unique.
Scroll on to see what you need to know about 6 of the 12 brand archetypes and how to choose one for your business.
THE REGULAR GUY: Their main mission is to connect with others and belong to something. They are down to earth, supportive, and faithful. They’re considered the “guy/girl next door.” They’re relatable and are capable of giving a sense of belonging. They tend to be real, honest and very hard working.
Example: Target
Target's target (pun intended) are the middle class families. With their commitment to value, community, diversity, and the environment the past few years they have been leaders in innovative campaigns. One of my favorite campaigns they recently launched was for Black History, Black Beyond Measure. Throughout February, the Target team banned together to include exclusive assortment on merchandise highlighting Black history, culture, and business.
THE RULER: Wants to be in control and have total power. They desire to create a prosperous life. They are responsible and seen as role models. They bring stability to their world.
Example: Facebook
Like it or not, Facebook is the Holy Grail of Social Media. Instagram and WhatsApp started gaining popularity which resulted in posing a possible threat to Facebook. What did they do? Instead of competing with these promising brands, the Social Media global giant executed a clever power move and went into acquisition with them! "With great power comes great responsibility" however. Facebook learned the gravity their influence held in the recent years in the 2016 election. Alleged international meddling targeted users with fraudulent misinformation led to antitrust lawsuits by the FTC. This event was a global and shed a new light on the responsibility Social Media needs uphold in regards to censorship and fact checking.
THE CAREGIVER: Main mission to protect and care for others. They’re very maternal and nurturing and tend to be selfless as well. They help people stay connected and care for themselves.
Example: Johnson & Johnson
I'm surprised that Johnson and Johnson was not one of my first words. I grew up with this brand as a child. Later to fine out that they are the parent company to diverse brands.
THE LOVER: They’re passionate, grateful and idealistic. They tend to help others belong, feel appreciated and build relationships. They’re romantic, warm and sensual. They create experiences that are capable of building relationships and making memories.
Example: Savage X Fenty
Rihanna is changing the game with this brand. Before Savage Fenty, lingerie models were perceived to only have one look. The reason I love this brand so much is because it is inclusive to all shapes and shades. Also, the subscription model provides a unique price incentive to members while also harnessing a closer customer relationship.
THE HERO: Wants to improve the world and is great at being courageous. They’re looking to make a positive impact and solve a major problem or inspire others to do so. They’re disciplined, focused and super productive. Heroes are capable of innovating and making a major impact in the world.
Example: Just Water
Just Water's product design is literally making a major impact one with their biodegradable plant based cartons resulting in a 74% reduction in carbon emissions compared to the plastic bottle alternative.
THE MAGICIAN: Focused on making things happen and dreams come true. They focus on creating something special and help people transform their worlds through inspiration. They’re charismatic, imaginative and spiritual. They tend to be visionaries. They’re user-friendly and great at finding simple solutions.
Example: SpaceX
SpaceX scored their first headline by being the first private company to launch a rocket into obit and safely return back to earth -Before that, only government agencies accomplished this. Their use of 3D printing technology has transformed of concept how rockets can be manufactured.
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