WHAT ARE brand archetypes?
Have you ever noticed that there are characters that show up again and again in movies, books, legends, pop culture and our everyday lives? Think Ursula (the villian) from The Little Mermaid, Gigi Phillips (the hopeless romantic) in He's Just Not That Into You, Maximus (the hero) from Gladiator, or Chris Gardiner (the boy next door) in The Pursuit of Happyness.
These characters are archetypes - universally recognized personalities that we recognize, understand, and either connect or clash with. They are the personalities we see time and time again in everything we consume and everyone we deal with on a daily basis.
Take a moment to think through your day - who did you come in contact with? Your mom, husband, kids, a co-worker, someone at the grocery store, a parent at your kids school, the nurse at the doctors office? They all have very specific characteristics that make up their personalities. Whether they are refined and all business, outgoing and bubbly, caring and gentle, rambunctious and silly, or innocent and kind - each one has a personality trait that draws you in or repels you.
The same is true for the brands we come in contact with every day as well. Think about the brands or stores you purchase from most often - there is something about them that you connect with. You have an affinity for them - it's hard to put your finger on it, but you just feel comfortable with them, you trust them and know what you'll get - it's almost as if you know them.
These are brand archetypes.
Although businesses are places we have transactional relationships with, we can feel a connection with them, a loyalty or trust in them, sometimes even a love or affection for them. We connect with them on a deeper level. The brands that are built with a solid alignment to a brand archetype tend to develop relationships with their audience on a deeper level.
Nowadays, people want authenticity and sustainability. They want to know a brand at it's core. If a brand builds a data-driven brand strategy with a solid alignment to an archetypal foundation, it will have an impact on the right people that they are meant to serve - and repel all the rest.
BUT, WHY DO THEY MATTER?
Archetypes are grounded in decades of psychological research. Famous Psychologist Carl Jung, who coined the term "Brand Archetype" in the early 20th century, stated,
"We all have basic human desires that we're born with. They are intrinsic and primitive, and make our heart rate increase for certain desires more than others. They allow us to connect to personalities or behaviors more than others."
Archetypes are a personification of these behaviors and enable us to accurately understand a personality and either connect with it or clash with it. He believed that our core innate mission in life is to discover and fulfill our deepest potential.
Brand archetypes can be a useful tool in helping guide and strengthen a brand's story. They can help us to clearly convey who we are and what we stand for. They help us to create deeper emotional connections with our audiences. They help us to tell our story in an authentic way and encourage brand loyalty. And they can be a driver of product and/or service development.
DISCOVER YOUR BRAND'S unique PERSONALITY
Take the brand archetype quiz & unlock the power, unique strengths and psychological triggers that will captivate your audience and connect on a deeper level.