Valuable Insights Into 12 Brand Archetypes

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Are you looking to create a complete marketing strategy for your startup? Brand archetypes are the perfect way to start as they will be the golden thread of your communications.

Are you struggling to hold on to the increasingly distracted and disloyal customers? You are not alone. Marketing is undergoing a profound shift. Terabytes of promotional content are produced each day and it is really easy for a consumer to get lost in this echo chamber.

Internet marketplaces provide access to the multitude of brands and services from all across the world. Declaring that your product is the best is not a viable marketing strategy anymore. It is simply not enough. There are plenty of good companies out there, in order to get an edge, you need to build a connection with your customer, develop an authentic identity and genuine brand promise.

So, you decided to craft an original brand identity. Where to start? First, ask yourself what makes people connect to the product? What strings of the soul do they touch? Do they appeal to credibility, emotions or reason?

Brand Archetypes

The amalgam of various brand ideas and brand missions can be narrowed down to 12 fundamental archetypes. They are modes of attachment to the brand. Successful companies articulate their brand archetype way before they open first shops or put up a webpage.

If you scrutinize your own consumer choices, you will be able to identify the pattern and consequently the archetype you mostly attached to. A brand archetype is the pinnacle of a marketing strategy, it determines the messaging, preferred channels of communications and even visuals you should use.

How To Choose A Brand Archetype

Every brand is associated with particular values, mood, and atmosphere. Certain brands can work along the lines of a few brand archetypes. However, the most successful companies settle for a single archetype and build their marketing efforts around it.

The primary purpose of the brand archetype is to convey to your customers your vision, your value proposition, and your corporate culture. It distinguishes you from the rest and gives you a distinctive voice in the industry conversation. Your chosen archetype should shape your entire brand book, and include the tone of voice, wording, and even the visual elements. It is a comprehensive marketing approach.

In 2019, consumers are not only interested in the intrinsic value of the product, but also how it makes them feel. Therefore consumers overwhelmingly prefer brands that take a stand. People like to think that they are not buying products, instead, they are investing in ideas and persuasions. In order to build this kind of trust, you need to choose a correct brand archetype to affect your customers on a deeper level. Let’s take a closer look.

12 Brand Archetypes

#1 The Innocent

Brand promise: happiness.

An innocent brand does not try to persuade you of something aggressively, doesn’t recruit or convert you. Instead, this brand is charming its customers, emanating good vibes and atmosphere of tranquility. This brand appeal to your soft spot, such as feelings of nostalgia. If you choose to work along the lines of the innocent brand archetype, you need to display playfulness and positive attitude. You should use bright sunny images with smiley relatable characters. Your brand should be remembered as having a jolly positive attitude.

Brand examples: CocaCola, Dove, McDonald’s.

#2 The Explorer

Brand promise: an authentic lifestyle.

This brand archetype appeals to those who try to escape the routine and find new exciting experiences. This archetype is a good fit for you if your product can be marketed as adventurous and edgy. The visual strategy of this archetype should emphasize people in action, dynamic activities, lifestyle shots of bold characters.

Brand examples: The North Face, REI, Bodyshop.

#3 The Sage

Brand promise: truth, analytical perspective.

This archetype is also bold and daring but in a different way. The Sage is striving to provide eye-opening and absorbing content that uncover a certain hidden truth about the world. Alternatively, sage brand efforts can be directed towards revisioning old topics through new formats and approaches. Sage main objective is to engage customers into the profound conversation about the nature of things.

Brand examples: TED, Smithsonian, Oprah.

#4 The Hero

Brand promise: inner strength, skill.

The Hero brand archetype is a personal coach and cheerleader. Its core message is to motivate, inspire and encourage their customers to have more, do more and be more. The pinnacle of the hero brand archetype is inclusive empowering images that showcase individual effort and dedication.

Brand examples: Nike, Duracell, Marvel.

#5 The Outlaw

Brand promise: start a revolution, disrupt the routine.

It is crucial to keep the balance when working with outlaw brand archetype. On the one hand, your brand needs to be daring and provoking; your content needs to stand out, show attitude and perhaps even irritate someone. On the other hand, don’t go overboard with provocation, that can hinder the growth of the loyal customer base.

Brand examples: Harley-Davidson, Old Navy, PayPal.

#6 The Magician

Brand promise: make dreams come true.

This brand archetype lets you escape into the idealized version of your childhood, appeal to your sentimental and childish side. The magician fosters the atmosphere of wonders, play, and imagination. Sometimes the magician brand intentionally comes out as childish and unserious; it appeals to your inner child, after all.

Brand examples: Disney, Thomson, Xbox.

#7 The Guy Next Door

Brand promise: blend and belong.

The ultimate goal for this archetype is to come out as relatable, simple and lovable. You need to tailor your brand for a specific audience since what is relatable for one is not for the other. You should feature your target demographics in your promotional materials. The strategy is drastically different for millennials and for seniors.

Brand examples: Pinterest, eBay, Ikea.

#8 The Lover

Brand promise: close intimate relationships.

If you want to grasp the attention and affection of millions, your archetype is the lover. The key to this approach is to invest in universally appealing content, such as tranquility of nature, human relationships, feelings.

Brand examples: Godiva, Hallmark, Chanel.

#9 The Jester

Brand promise: have fun.

The Jester is an entertainer. When planning the promotional strategy for this archetype, you need to factor in the communication channels you use. The content has to be bright and easily shareable. Ideally, your content should be viral and include witty remarks and humorous takes.

Brand examples: Netflix, Reeses, Skittles.

#10 The Caregiver

Brand promise: help others.

If you have a stainless reputation and regard for others, you can roll with the caregiver archetype. It projects benevolence, attentiveness, don’t guilt or shame its customer base. Instead, the caregiver usually puts a social or environmental issue on its banners and stir the audience with awareness campaigns.

Brand examples: Amnesty International, Johnson & Johnson, Campbell’s.

#11 The Creator

Brand promise: a unique product and vision.

The creator is also supposed to be humorous and playful. However, it also has to bring something unique to the table, introduce new talking point to the conversation, use the unconventional design or present a novel product or service. The best tactic for this archetype is to create your own unique content with a distinct style.

Brand examples: Adobe, Lego, Sony.

#12 The Ruler

Brand promise: the product of successful people.

This archetype is the perfect fit for the products that are advertised as expensive and exclusive. The key to brand-building in this scenario is to create an aura of luxury and bohemian lifestyle. Your visuals should reinforce this image. Focus on the context, the specific attributes of the upmarket consumption, parade the expensive things, like cars, yachts, and watches.

Brand examples: Rolex, Hugo Boss, American Express.




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