Why a brand archetype is needed
It happens that one product attracts at first sight, while the other repels. In the first case, the brand archetype works – the right strategy based on different patterns and interactions with the target audience. This approach helps strengthen positioning but is not a substitute for it.
To understand what the brand archetype is and what its role in business development is, it is necessary to consider the approach in terms of influencing the target audience. The concept allows you to make the relationship with customers more alive, to show that the company has its own soul, that the brand is also people, not just a business machine.
If you sincerely love the products of a certain company, you are close to its mission and values, and it seems that you know everything about it – then the archetype in the brand is perfectly matched. To achieve the described result, you have to work hard. It is important to pick up your patterns and traits, which will be recognizable to clients. There are 12 universal archetypes, and they are used not only in business. Such images can be found in movies and literature, and positive and negative characters are created based on them.
The archetypes are divided into four large groups:
- Freedom. This includes images that are associated with innocence, wisdom, and the search for truth.
- Individualism. This highlights such characters as the hero, the rebel, and the magician.
- Belonging. The images are the lover, the nice guy, and the joker.
- Order. Characters of the ruler, the caring man, and the creator.
Interestingly, the influence of archetypes occurs on a subconscious level, but it works in different areas of life. That is why it is important to choose your image correctly and use it as a basis for building a strategy of interaction with consumers.
To determine a brand archetype, you need to analyze the characteristics consumers give it, determine what drives the team, and highlight those traits that resonate with the company’s mission. You can also hypothesize and experiment. For example, if you want products to be associated with ease, adhere to principles of honesty, and use natural ingredients, then the Innocence archetype is close to you. With this image you should not use aggressive marketing mechanisms, here it is important to keep an openness to the audience. Accordingly, communication should be fun, avoid conflicts, and be without officiousness. This archetype corresponds to the well-known brand Alpro, which produces organic products from plant ingredients, such as herbal milk.
It is important to follow the chosen image not only in the way you communicate with the client but also in your appearance. For example, the same Alpro adheres to its archetype in the visual as well. It is characterized by light shades in the design packaging and the design of the logo, advertising photos and videos are characterized by simplicity and positivity.
By determining the archetype, you can be guided by competitors, highlight similarities with them and build your own cohesive and strong brand image based on this.
