Do you realise that every single time you make a purchase, you’re actually driven by brand archetypes? What is this marketing jargon, you may be thinking…
Ok, we’ll break it down. Every time you buy something, you are actually making a whole lot of subconscious split second decisions. Your emotions largely drive the final decision to choose the brand you do. The most popular brands develop an emotional connection with their audience. How? By defining a consistent brand personality.
So now that you understand how important brand personality is in driving purchasing decisions, the next question is, how do you define a brand’s personality?
The simple answer – by defining brand archetypes. Yip, more marketing jargon, but don’t worry, we’ve got you.
What Are Brand Archetypes?
The crux of this concept lies in applying the theory of archetypes, which psychologist Carl Jung originally proposed. He had a theory that human behaviours are based on our inherited patterns; essentially, they form part of the collective unconscious. Jung’s theory of archetypes captures the most elementary human motivations and determines how we think, act, and spend.
Jung defined 12 archetypes that are associated with very human values and behaviours. They are universal, which means that anyone and everyone can identify with them, no matter where you come from. All people present different traits of various archetypes, but there is always one or two that are dominant and define our personality. When it comes to marketing, it is common for brands to define a primary and a secondary archetype to develop their brand strategy to connect with their audience on an emotional level.
Think about the head + heart connection, which is the holy grail of marketing. Applying the theory of archetypes makes it possible to give life to the brand and to give it a human personality – one that is credible, relevant and, most importantly, easy to identify with.
Looking to build trust for your brand? Archetypes are the solution because they make your brand relatable and recognisable to all people, clearing out all that marketing clutter. Thanks to their human personality, brands that have defined their brand archetypes can connect emotionally with their target audience.
Breaking Down Classic Brand Archetypes
Knowing your type is the secret sauce to creating a brand that resonates on a deep, almost primal level.
A few classic brand archetypes include:
- The Hero: Here, you can think of Nike, a brand that is all about inspiring us to break boundaries. It’s about courage, achievement, being the best you can be.
- The Innocent: Dove is the epitome of this archetype. They champion purity, optimism, and simplicity. When you think of Dove, you automatically feel a sense of trust that promises a return to simpler times.
- The Creator: There is no better creator brand than LEGO. The brand is defined by imagination, innovation, and self-expression by encouraging you to build your own world, brick by brick.
- The Magician: Think of Apple as the brand that promises transformation, knowledge, and, quite simply, a sense of wonder when it comes to all of its products. They truly make you feel like you’re holding the future in the palm of your hand.
- The Jester: For South Africa, this has to be Nandos. They’re all about fun, humour, and breaking the rules. They’re firmly set their place at the table as the life of the party, always ready with a cheeky comeback that, more often than not, goes viral.
- The Ruler: When you think of a classy ruler, you immediately think of Mercedes-Benz. This premium brand exudes power, control, and prestige, commands immediate respect and promises a premium experience.
These are just a few of the 12 brand archetypes that are used to create a marketing strategy.
Each archetype has its own set of values, motivations, and communication styles. When you align your brand with a specific archetype, you speak the same language as your target audience to create a connection beyond the transaction. Are you the rebellious maverick, the nurturing caregiver, or the wise sage? And, which of these will your audience connect with and stay loyal to?
How to Find Your Brand’s Perfect Match
Defining your brand archetypes can be tricky.
If you’re a tour operator selling getaways, you could try the “Explorer” archetype, meaning that your marketing will scream adventure, freedom, and pushing boundaries. You can showcase awesome landscapes, intrepid travellers, and the thrill of the unknown. But, if you decide instead to present yourself as the “Caregiver” archetype, suddenly your focus needs to shift to safety, comfort, and more personally curated experiences like weekends spent in cosy lodges, personalised guided tours, and the promise of stress-free escape.
Can you see the difference? You’re still selling the product; wildly different approaches.
That’s the power of archetypes. They provide a framework for creating consistent and compelling brand narratives.
When defining your brand archetypes, you’ll need to do some brand introspection to figure out who your brand really is at its heart. Think about:
- What are your brand’s core values and beliefs? What makes you tick? What stories do you tell?
- Who are you trying to reach? What are their needs, desires, and pain points?
Then, you can start to match your brand’s personality with one of the 12 archetypes. Does your brand resonate with the Hero’s call to action or the Creator’s passion for innovation?
Once you’ve found your archetype, stick to it. Use it to guide your messaging, visuals, and overall brand experience because when your brand and your audience are aligned, this is where the magic happens. You’re not just selling a product or service; you’re offering an experience, a feeling, a connection. You’re finding your marketing soulmate.
With brand loyalty becoming increasingly fickle, it’s time to say cheers to the generic marketing spiel and embrace your brand’s unique personality.
Find your type, and let the magic begin. Trust us; your brand’s soulmate is out there, just waiting to be found.
If you’re feeling lost, contact us and let us help you find your perfect brand archetypes.
