A brand archetype is a way of presenting a brand, its values and messages as an archetypal persona to make it more relatable and recognizable with consumers that share the same values.
Brands acquire relatable and easily accessible characters through brand archetypes, They are a categorization system that uses subtle brand psychology accessible to human understanding of identity.
The 12 brand archetypes are derived from the work of psychoanalyst Carl Jung and his idea of human psychological archetypes.
Brand archetypes based on these Jungian archetypes indicate the brands’ main motivation and driving force - as opposed to brand personality, which describes the brands with adjectives applicable to persons.
How Do Brand Archetypes Inform Brand Positioning?
Human psychological archetypes ►https://rb.gy/50tz4d
Your business should find its own brand archetype and align itself with it for these two reasons, above all:
Differentiation: Archetypes and personalities they convey provide multiple possibilities for standing out in the crowd of competitors because they are unique and memorable.
Connection: Archetypes create a deeper connection with your audience because they show a human side of the brand, a collection of traits, yearnings, passions and moods akin to people’s psyche.
Before You Establish Your Archetype: 3 Details You Need To Define To Make The Right Choice
For young brands or small businesses that do not have a well-developed identity, delving into brand archetypes can help.
But choosing a brand archetype cannot be done at random. There are certain details and facts about your business that you need to define in order to know which brand archetype to pursue.
The most essential business factors that will define your brand archetype are:
Order to know which brand archetype►https://rb.gy/50tz4d
Your mission/values: Ask yourself why you do what you do, why did you start your business and what made you get into it? You should also have a clear idea of what constitutes success for you and your company and what values your brand stands for. Mission, values and goals are the core element of every brand archetype and they inform all other traits.
Your target audience: What brand archetype you opt for will largely depend on your audience. A brand archetype and your target audience need to be aligned. What your brand professes has to resonate with your consumers - it will inform the branding strategy and the way in which your products or services will appeal to them. Know your audience. create buyer personas and be deeply informed of their interests and values.
Your niche and industry: As we will see in the 12 brand archetypes section, each archetype tends to do better in certain industries and niches than in others. Some industries are, simply, a better fit for a collection of traits, brand voice, messaging and strategy that each archetype has. Depending on which industry your business is in, you may be closer to defining your own brand archetype.
Deeply informed of their interests and values►https://rb.gy/50tz4d