You Gotta Know Your Brand Archetypes to Find Your Marketing Soulmate
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