Did you know that brands also have their own personality? Well, it’s not like you’ll walk down the street and come across a brand and be able to talk to it. It’s not about that. Today we’re introducing you to Brand Archetypes .Marketing has created tools that allow brands to have personality and adopt roles in the market to connect with the audience. These are, broadly speaking, brand archetypes.
Based on psychoanalysis
which establishes that all people Poland Phone Number Data have similar behaviour patterns, brands also have personality and this is what generally defines the marketing strategies we see.An important purpose of archetypes is to place brands in a more human role or attribute, which empathizes with the audience and can always be remembered.So, if at any time you have felt that a brand or product behaves like a person, that the advertisements or messages connect directly with your thoughts, then you have to understand the brand archetypes. If you are ready to learn about this concept, then let’s get started!
What are brand archetypes?
Brand archetypes represent a psychoanalytic Albania Phone Number List theory. It comes from the Greek Archein, meaning something original , and Typo, meaning type or standard. Therefore, the archetype is a model or standard that serves to describe or define people, objects, creations or models.This concept attempts to explain the way human or brand behaviors occur through pre-established patterns. Brand archetypes, therefore, determine the way brands act or think and how they influence people.
Other definitions of archetypes:
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Patterns or profiles of behavior unconsciously created by society.
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They are patterns that have universal recognition .
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Archetypes, as standards, are associated with great meanings.
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They represent an intuitive, yet easily accessible language that quickly describes the essence of a brand.
Carl Jung, the creator of this concept
The creator of these standards was the Swiss-born psychoanalyst Carl Jung. More than a psychoanalyst, he is the father of this school, defined in other contexts as deep or complex psychology.
Jung’s work is as early as 1919 and revised in later years , and was published through the work on the theory of the 12 archetypes of personality.
Archetypes were not only applied in the human realm, they also represented standards of behavior in the increasingly competitive world of marketing.
As part of marketing, it began to be applied in the 1980s, in what is known as Today, it is a basic principle for designing the visual identity of any brand.
Importance for brand marketing
For brands, knowing what type of archetype they develop is essential to connect with the audience and their subconscious , better understanding their needs and requirements and thus satisfying them efficiently.
What is the point of adopting any of these personality models?
In the world of marketing, brand archetypes are especially useful for designing a unique brand language or personality.
Archetypes define how the brand will behave, what image it reflects to be perceived by the audience, and this impacts the ease with which the public clearly identifies with what a brand offers.
Other important aspects of what archetypes are for:
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They define verbal identity.
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It helps you better develop the connection with your audience (engagement).
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They allow you to better create marketing and content strategies through planning on digital sites or social networks.
Brand archetypes: how many are there and what defines each one?
Below we will summarize what each of the archetypes means. They are grouped into 4 large categories:
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The archetypes that long for paradise are: The wise, the explorer and the innocent.
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Those who provide a certain structure to the audience : the creator, the ruler and the caretaker.
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Those who leave a mark on the world : the magician, the hero and the rebel.
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Finally, those who seek to connect : the lover, the jester, and the common man.
In the case of this material, we explain them in the following list but they are not necessarily in the order of the large groups.
1. Common man: the most inclusive
We begin to define these archetypes with the first type, the common man (or rather, common brand), also known as the average man, who has the purpose of remaining in society for a time.
The common man is an archetype that seeks to easily integrate into society, the audience, the market, without making too many calls for attention; that is, they make themselves understood easily or through influencer marketing.
The most important attributes are that they are brands that feel friendly, authentic, and include many social segments. In addition, they provide realistic responses to needs and concerns.
One of their fears is that people won’t understand them because they are complicated or because they want to stand out from the rest.
The most important examples are IKEA, Amazon , among others.
2. The innocent: simpler and more humble
The innocent brand archetype is one that inspires positivity, simplicity and even purity with its messages, both from the brand and the world.
In this case, things are seen in a very simple way, that is, to great complications, simple solutions are required.
The attitude of the innocent brand seeks to convey honesty, happiness, trust, optimism and reliability , all to generate the greatest possible well-being. They would never do anything against the audience, because their greatest fear or against is that it will be boring or complex.
Great examples of these brands are reflected in personal care products, organic products, food, among others. One of the most recognized is McDonald’s or the ever-present Coca Cola.
3. Hero: braver
The brand with the hero archetype has determination as its fundamental aspect . It is a brand that has experience and knowledge thanks to great discipline and market responsibility.
Hero brands always prove their worth through acts of heroism and overcoming, improving the world for the common good. Their key words that define their attitude are represented by honor, the scope of victory, involvement in effort, discipline and the spirit to win.
Typically, their messages carry tones of aspiration and motivation at the same time. The most representative brands are Duracell, Nike , among others.
4. Caregiver: more helpful
Another of the most common archetypes in brands is the caregiver, which represents the most selfless in terms of protecting the audience.
Caring brands have a special emphasis on promoting a better life for the market in which they are located, and they spare no resources to achieve their goals. In addition, they absolutely avoid giving the impression that anything can be denied.
Their common message is: care for and protect what you love most with generosity, passion, close protection and altruism.
Examples of brands in this archetype are insurance companies (such as Mapfre), Volvo, Nestlé, Doctors Without Borders , among others.
5. The explorer: with a love of adventure
One of the archetypes that is always in search of paradise is the explorer. A type of marketing personality that is not standing still, but is constantly innovating and moving.
The explorer is an archetype that has no ties and boredom is not something to think about. He has an independent, free, authentic and daring personality.
The marketing strategies applied by exploratory brands inspire the desire for freedom and daring, experiencing new things or doing routine things differently, to a point of impudence or ambition.
The most important examples of this type of brand can be found in cars, such as Land Rover, shoes such as Timberland or the energy drink and sponsor of extreme sports such as Red Bull.
6. The lover: more sensuality
Do you want something different in your life? A lover refers to a brand archetype that pleases or seduces with a lot of passion.
Brands with this archetype seek to act in an intimate, close way with their audience, looking much better than the competition, reaffirming their beauty and the exclusivity they confer.
Their best features are romanticism, love, elegance, sensuality and value idealism, because the audience values it. That is, they help their clients feel desire and impulsiveness.
Examples of these brands are mainly beauty brands such as L’oreal, Victoria Secret or some food brands such as Häagen Dazs ice cream.
7. Rebellion: independence and debauchery
Have you ever heard the phrase: rules are made to be broken ? Well, this is the slogan that fits this archetype.
The rebel archetype in a brand is one that conveys a sense of disruption, both in terms of time and rules ; therefore, they are always innovating and are considered fighters of conventionalism.
Examples of rebellious brands are closely related to clothing, as is the case of Diesel , or in the vehicle industry, the powerful Harley Davidson motorcycles .
8. Jester: happiness and positivity
When you get a brand with the jester type, or with this archetype, they represent those that have the ability to entertain or make the audience laugh with their campaigns . This is their greatest attraction, since they invite people to enjoy life to the fullest.
Jester brands have aspects such as grace, accessibility and carefreeness , seeing life in a peaceful way. Their purpose is for the audience to relate them with fun or having a good time.
There are many examples of this type of brand, such as soft drinks like Fanta , or cookies like Oreo .
9. The creator: more original and innovative
One of the most interesting brand archetypes, because they allow the audience to develop their creativity to the fullest.
Creative brands inspire creativity, innovating and leading to new projects . They even get to the point of bringing out artistic traits in their audience and even sharing knowledge.
The main features of the creative archetype are imagination and innovation, free expression, self-improvement, anticipation, originality and the search for perfection.
As important examples of creative brands, they are mainly found in the technology or design and marketing sectors. Apple is one of the first that fits perfectly with this archetype, closely followed by Lego.
10. The Magician: A Vision of Desire
Brands with this archetype are all about making their audience’s dreams come true . That is, they offer experiences that are magical in their entirety.
Characteristics of this archetype can be improvisation, mystery and illusion. Their favorite slogan is to help make wishes come true.
Market areas such as health, personal care, entertainment, and even beauty are grouped into this type of archetype. An example is Axe .
11. The wise man: more experience
It is one of the easiest archetypes to relate to, as it is related to all brands that emphasize knowledge as added value.
Brands with the wise archetype seek to expand or inspire the wisdom, truth, mastery and intelligence of technological or information knowledge.
His character is appreciated by the audience, as he is always up-to-date and on trend, acting as a reference for the precise understanding of different topics or innovation in areas such as technology.
Examples of this type of archetype can be found in the education, communication and even search engine sectors. Google is one of the references for a wise brand (and boy does it know), as is Philips or CNN.
