The Power Of Connection
What is it that makes us connect with some brands more than others?
It’s almost as though we’re drawn to them without even knowing why.
Why are some brands more attractive, engendering loyalty and influencing our purchasing behaviour?
The answer can be found in the concept of Brand Archetypes.
Let’s start at the beginning…
Archetypes – A Brief History
Carl Jung, a psychologist working in the first half of the 20th Century believed that when we’re born our mind isn’t a blank slate.
He believed we are all born with identical psychic structures that influence the way we experience everything. Jung called these structures ‘archetypes’.
Regardless of culture, or language, he believed everyone shares and understands archetypes because they are an undercurrent of all humanity.
Jung identified 12 archetypes to help him understand the fundamentals of human motivations and the exact role of the psyche: Caregiver, Ruler, Creator, Hero, Magician, Outlaw, Explorer, Sage, Innocent, Lover, Jester & Citizen.
Archetypes are used widely in arts, literature, films and advertising because they resonate on a subconscious level with everyone.
Learn about Archetypes in The SME Marketing Academy
Who Needs Brand Archetypes?
If you can relate to any of the statements below, then I GUARANTEE you will find the power of brand archetypes invaluable.
- You are launching a brand new brand and you need to make sure it hits with impact immediately
- You own or manage an existing brand but things are a little fuzzy – perhaps you find it difficult to make brand and marketing decisions or you don’t know how all your brands and products fit together
- You’re struggling to make an emotional (and profitable!) connection with your target audience
- You’re ready to embark on a content marketing strategy for your brand but you don’t know where to start – writing content isn’t coming naturally
- You’ve identified inconsistencies in how your brand is represented and internally you struggle to agree on what is ‘on brand’ and what is ‘off brand’
- You find yourself breaking your own brand guidelines because they’re not flexible enough
- You are a marketing student or at the start of your marketing career and you want a secret weapon when it comes to making an impact on your CV, in interviews and in your early roles
- You own or work at a smaller agency without a planning department and you need a way to generate further income by selling strategy services, without investing in a whole a new team
Want to Know More About Brand Archetypes?
Access everything you could possibly need to know about BRAND ARCHETYPES, in The SME Marketing Academy.
How Will Brand Archetypes Help?
- You can start to truly manage and maximise the power of brand from a place of total understanding – if you get ‘stuck’ when it comes to moving brand and marketing projects forward, you’ve probably not uncovered your archetype yet.
- You will discover your brand’s ‘WHY‘ – why you exist, why you’re different, why your customers should connect with you on an emotional level
- You will give your employees and customers a reason to believe, a purpose and a mission that engenders loyalty.
- Your brand will never become a commodity, even in a commoditised market place, because you will use psychology to connect with your target audience
- You will develop brand ‘short hand’ that allows you to tell an authentic brand story. When a brand takes on an archetype, people instinctively recognise and understand it.
- You will make more money because the right kind of people will want to buy from you.
Discover your brand advantage & transform your business
My proprietary brand quiz will ask you 48 questions.
Answer each one as honestly as you can and receive your results immediately!
There are 12 Brand Archetype Families
Is your brand a Hero? Magician? Explorer? If you understand what your brand archetype is, you have a powerful tool to structure your brand around. If people understand you, they can begin to know, like and trust you. Which ultimately leads to more sales.
Caregiver
Caregiver brands are all about nurturing and caring for others. If your business provides exceptional customer service that you class as a competitive advantage, then the CAREGIVER archetype might be a good match for you. Caregiver characteristics are altruism, compassion, patience and empathy.
Ruler
RULER brands are motivated by gaining and maintaining power. RULER tendencies are concerned with image, status and prestige. Typically, brands who embody the RULER archetype have a high status product and are often higher priced.
Creator
CREATOR brands are inherently non-conformist – common characteristics include being innovative, creative, free-thinking, inspirational and talented. Businesses who focus significant time and resources on research and development, innovation and beauty could be a good fit for the CREATOR archetype.
Hero
The HERO archetype is perfect for brands that have a product or service that helps people perform at a superior level. The HERO archetype can be used strategically to differentiate your product from a competitor that has a problem delivering on its promises.
Magician
The MAGICIAN is good if you offer transformative products or services. If you provide a catalyst for change in your customers' lives then the MAGICIAN may be a great fit for your business. Products that provide some form of 'ritual' such as popping corks, might also find this archetype useful.
Outlaw
The Outlaw is good for brands that offer products or services which are genuinely revolutionary or products that literally destroy something e.g. bulldozer, computer game. If your business identifies with values that are at odds with the 'establishment', then the OUTLAW might be a good fit.
Lover
The LOVER archetype is for brands that are focused on beauty and sensuality. The LOVER covers all kinds of 'loving' relationships - parental, friendship, romantic. Typically, brands who embody the LOVER archetype have a very special relationship with their customers that is intimately nurtured.
Jester
JESTER brands make enjoyment THE priority. The JESTER is great for products and services that help people to have a good time. The JESTER archetype can be a brilliant tool to help differentiate from a 'self important' established brand. Typically, the pricing is moderate to low.
Citizen
The CITIZEN archetype is perfect for brands that help people to belong or 'fit in'. Typically, CITIZEN brands will sell a product or service that is an 'everyday' item. If you want to differentiate your brand from a more elitist, higher priced brand, then the CITIZEN archetype could be for you.
Explorer
The EXPLORER archetype is perfect for brands that promise the joy of discovery - perhaps through travel or even through armchair adventures. If your business helps people to feel free, express their individuality or is pioneering in some way, then the EXPLORER archetype could be a good fit.
Sage
SAGE brands usually help the customer make smarter decisions. SAGE tendencies are concerned with knowledge, research and expertise. Typically, brands who embody the SAGE archetype convey the image of a customer who is refined, intelligent and knowledgeable.
Innocent
INNOCENT brands resonate with people who long to have the perfect life. INNOCENT brands promise the happy ending we all hope for and often have associations with childhood or nostalgia. The INNOCENT archetype is appealing to customers who want a brand that can to do some good in the world.
WANT TO KNOW MORE ABOUT BRAND ARCHETYPES?
Access everything you could possibly need to know about BRAND ARCHETYPES, including swipeable ideas for your brand, in The SME Marketing Academy