April 29, 2024

How brand archetypes can refresh your marketing.

What will you learn from this article?

  1. Brand archetype definition: Understanding what brand archetypes are and their significance in brand psychology.
  2. Importance of archetypes in marketing: Learning how archetypes influence brand perception by customers and how they can be used to strengthen brand identity.
  3. List of main archetypes: Discovering twelve basic archetypes along with examples of well-known brands that use them.
  4. Integrating archetypes into marketing strategy: Learning how to choose the right archetype for your brand and how to incorporate it into the company's narrative and visual identity.
  5. Application of archetypes in social media: Receiving practical tips on using archetypes to create content, interact with audiences, and design social media campaigns.
  6. Practical tips for creating consistent brand communication: Understanding how to consistently apply your chosen archetype to build a strong and cohesive brand presence.

Okay, but why do I need this?

In a crowded market where many companies are vying for customer attention, presenting your brand identity properly is crucial. Brand archetypes, universal personality types based on psychologist Carl Jung's theory, can help you with this. In this article, we will explain what brand archetypes are and how they can be effectively used in marketing strategies, especially on social media platforms.

What are brand archetypes?

Brand archetypes are easily recognizable personality types that help shape a brand's character and how it is perceived by customers. Carl Jung believed that archetypes are deeply rooted in the human psyche and are intuitively understood by everyone, making them powerful tools in marketing.

Here are twelve basic archetypes, with examples of companies utilizing them:

  • Innocent: Simplicity and optimism. (e.g., Innocent Smoothies)
  • Regular Guy: Accessibility and closeness. (e.g., Żywiec)
  • Hero: Courage and heroism. (e.g., Nike)
  • Rebel: Desire for change and rule-breaking. (e.g., Harley-Davidson)
  • Explorer: Pursuit of adventure and independence. (e.g., Jeep)
  • Creator: Innovation and creativity. (e.g., Lego)
  • Ruler: Control and power. (e.g., Mercedes-Benz)
  • Magician: Wonders and dream realization. (e.g., Disney)
  • Lover: Passion and commitment. (e.g., Victoria’s Secret)
  • Caregiver: Caring and protection. (e.g., Nivea)
  • Jester: Joy and fun. (e.g., M&M's)
  • Sage: Wisdom and knowledge. (e.g., Google)
  • Applying archetypes in marketing strategy

    Effective use of archetypes in marketing is more than just selecting the right type. It's about consistently incorporating the archetype into the brand narrative, which helps build a coherent identity. Here are a few steps on how to do it:

  • Define your brand values: Choose an archetype that best reflects the values and traits you want to associate with your brand. For example, if innovation is key, the Creator archetype might be the ideal choice.
  • Incorporate the archetype into your brand story: Use language, tone, and emotions consistent with your archetype to shape the brand story. This approach not only strengthens brand consistency but also makes the message more compelling.
  • Adjust visual identity: The archetype should influence the brand's visual elements, including logo, color schemes, and marketing materials, to evoke the right emotions and reactions from audiences.
  • Managing social media using archetypes

    Social media is the perfect place to express your brand's personality. Here's how you can do it effectively:

  • Content creation: Develop content that reflects your archetype's characteristics. For example, a brand with the Jester archetype can use humor and wit in their posts.
  • Engage with audiences: Tailor your interactions with followers to match your archetype's style. A Caregiver archetype brand should emphasize community support and assistance.
  • Campaigns and promotions: Design campaigns aligned with your archetype's traits. An Explorer archetype brand could organize contests encouraging followers to share their adventure stories.
  • Conclusion

    Brand archetypes are not just theoretical constructs but powerful tools for creating deeper connections with audiences. Consistently applying your chosen archetype throughout your marketing strategy, especially on social media, can strengthen your brand identity and build a loyal customer base.

    Article by

    Wojtek Dasiukiewicz

    Software developer with over 10 years of experience, founder of Zencal.io. With a deep passion for marketing and automation, he is on a mission to build something truly useful. As a low-code/no-code enthusiast, he aims to empower individuals and businesses to harness the power of technology effortlessly.

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