A brand archetype is one of the key components of branding – it says who you are and what you offer, it is a carrier of emotions and stories. With the right definition of an archetype, you can easily communicate your values and win the hearts of customers.
Why should every brand have its own archetype?
Archetypes have their roots in Greek mythology, but their current definition was given to them by Carl Gustav Jung in the early 19th century. They appear in all the great stories across the world’s cultures, making them familiar to people. They represent gambling data china universal sets of characteristics and patterns of behavior that we all intuitively understand.
An archetype is a carrier of values, emotions, and desires that customers can identify with. Thanks to an archetype, you can better connect with your target audience, and you also gain a clear identity that helps you communicate consistently across channels.
Each archetype embodies a different human character. If you correctly define which personality best fits your brand and is most appealing to your customers, you will gain a very strong competitive advantage in communication .
How to choose an archetype for your brand
According to Margaret Mark and Carol S. Pearson, there are 12 archetypes in total and the choice should be based on 3 key factors:
Product or service : What is your product for and what bcg matrix presentation template needs does it satisfy?
Target group : What do your customers identify with, what are their interests and motivations?
Company vision and values : What emotions do you want to evoke and how do you benefit society?
Some types of products (e.g., baby products or mountaineering gear) have a relatively limited selection of archetypes, while others (e.g., cars or furniture) can go almost anywhere. Either way, don’t be afraid to stand out from the crowd . If one or two archetypes are common among your competitors, try to find a way to communicate completely differently.
And what specific desires and needs can you address using the twelve archetypes?
Security and safety
Do you offer products for a safe, practical and trouble-free thailand data everyday life? A suitable choice could be the archetype of the caregiver, who is selfless, protective, helpful and takes care of the needs of others. Parents of young children easily identify with this archetype, but it is also a suitable choice for the healthcare or non-profit sector. The innocent , on the other hand, represents purity, peace, honesty and morality. It is ideal for customers who are looking for traditional values and naturalness. You can use this archetype to promote, for example, natural cosmetics, healthy food, but also cleaning products.
Everyman is one of us, an ordinary, humble guy we meet every day. The basic traits are reliability and simplicity. This archetype is a good choice for affordable products that are practical and serve their purpose well.