Do you want to be recogniz by more than just your logo? Do you want consumers to automatically form the image you want? Then your brand nes a complete image that reflects your values — and, most importantly, their alignment with your customers’ values!
For proper promotion, including reputational, a company must understand its role in society. Not the banal “Production / Sales / Earnings”, but something more fundamental. What kind of environment it creates around itself. How it positions itself. How it communicates with the audience. All this can be collect separately – or you can choose a ready-made holistic model. Scientifically speaking, an archetype. This is like a set of key characteristics of a game character. Basic settings that you can develop towards individuality. If you do everything right, you will be recogniz not only by your logo, but by an emotional response. This is a completely different level of connection.
The doctrine of archetypes is the legacy of psychology
The crit for creating the doctrine of archetypes goes to Carl Jung. At the beginning of the last century, he put forward the idea of the existence of a telemarketing data symbolic-figurative system that is the same for all people, regardless of cultural and ethnic characteristics. Such sets of symbols and images, Jung believ, largely determine the characteristics of behavior, reactions to different situations, and manifestations of feelings. Moreover, what is especially important is that archetypes are not acquir personality traits, but innate ones, reflecting the work of the collective unconscious.
In the context of marketing tasks, in particular branding, the concept of archetypes began to be us in the late 90s, when the book “The Hero and the Rebel. Creating a Brand with Archetypes” was publish. Its authors – a marketer and a professional psychologist – harmoniously transferr the theses of Carl Jung to marketing tasks. And the idea of using the archetype system quickly became popular, it became actively interesting as a method for creating a strong brand. The reason for such a growth in popularity is that through archetypes it was possible to clearly explain how a business can emphasize its individuality and establish strong relationships with the audience.
Having defin its archetype, the brand will be able to create creative promo concepts more easily and effectively, broadcast the chosen “Tone of Voice”, its main features and distinctive traits. The main task here is to create a bright and strong association in the consumer’s head. And through such an association, to be firmly remember.
What should a brand reflect through an archetype?
The main advantage of the archetype concept for business is that it can be us to improve the effectiveness of communication with the audience by answering a number of basic questions:
- Which direction are we moving in?
Understanding the direction is necessary american samoa business directory for the holistic planning of brand promotion activities so that all steps are consistent and have a prictable effect.
- How do clients perceive us?
Depending on which archetype you choose, your audience will have different motivations for choosing you. And you can take this into account when improving the quality of the customer experience.
- What emotions do we evoke?
The chosen archetype also determines how the audience reacts to us, what associations it builds. And this is a valuable tool for developing the loyalty of the target audience.
- How to make your brand image even stronger?
Here we are talking about marketing strategies. More precisely, about their tone within the framework of the given goals.
Let us emphasize separately that an archetype is not a rigid set of characteristics and features. Here, a business has wide freom of choice of actions. If desir, you can even change the chosen direction. This may be necessary if, for example, you have reorient yourself to a completely different target audience, are expanding your areas of activity. request if they are not relevant And in general, you are transforming into a new business model. For all this, you can choose a suitable archetype – and create exactly the image that you ne now.
Types of Brand Archetypes
Traditionally, there are 12 archetype models with their own goals, strengths and weaknesses, attitudes towards risks, and motivation. According to the general “tone” of movement, they can be divid into 4 groups:
- Seekers of change – ready to take risks, strive for recognition
- Society lovers – ready to adapt to their surroundings
- Stability lovers – they are satisfi with routine tasks and stable order
- Explorers – their main value is to study the world and reveal their own potential
As you can see, a general idea of the archetypes and their character can be form bas on such a general grouping. However, we suggest getting to know each of the 12 brand archetypes better.
Naive
Simplicity and simple happiness are important to him. It is bas on almost childish naivety and faith in goodness.
A brand that has chosen this archetype strives to make its customers happy by offering them simple solutions that will bring joy in everyday life. Such companies are often identifi with reliability, sustainability, they are honest and prefer open communications. They often – and quite skillfully! – use such a trigger as nostalgia.
The general message of such a brand is that joys can be simple and understandable. Such an association can be built through bright packaging, advertising, and interaction with the audience.
Examples of “naive” brands: Coca-Cola, McDonald’s, “Dobry”.