Why are brand archetypes useful when creating a brand personality?

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Archetypes are aspirational, helping us create our own identities and live vicariously through a brand. They make us believe that we can be a hero if we buy some Nikes, or have enduring love if we give someone fine chocolates.

How do you apply brand archetypes?

  1. Understand the Power and Potential of Your Brand. Know what you are offering your customers in ways that go beyond the rational and logical.
  2. Get to Know Your Customers.
  3. Build on the Emotional Connection.
  4. Use Symbolism for a Stronger Connection.
  5. Review and Apply the Right Archetype.

How are brand archetypes used in branding?

Brand archetypes help you determine the human character traits that most accurately reflect your brand. This enables your brand to create deeper connections with your audience and customers based on strong emotional interactions.

What is an astrological archetype?

What is Archetypal Astrology? “Archetypal astrology . . . is based on an observed correspondence between the planets in the solar system and specific themes, qualities, and impulses associated with a set of universal principles and thematic categories known as planetary archetypes.

What are the 12 common archetypes?

There are twelve brand archetypes: The Innocent, Everyman, Hero, Outlaw, Explorer, Creator, Ruler, Magician, Lover, Caregiver, Jester, and Sage.

What is Amazon’s brand archetype?

Everyman archetype example: While a bit of the shine is off its star of late, Amazon is a classic example of an Everyman brand archetype. The company appeals to anyone, and unlike businesses such as Paddy Power, Amazon actively swerves away from any divisive topic.

How does archetype help in dealing with customers?

Archetypes help to understand the target audience on a deeper level. They make the brand look human, not soulless corporation. When the archetype is chosen correctly, then the audience gets a feeling as if they have known the company for a thousand years and already love it.

Why are marketing archetypes important?

Finding out which archetype your brand is gives it personality and meaning – it’s the image we present in the world, to the world! It builds a clear picture in your customers’ minds and differentiates your brand and messaging from others in the same market niche.

What brand archetype is Nike?

Nike is a fantastic example of a Hero brand archetype. They’re not just selling sportswear, they want their customers to feel inspired, and empowered by the products they buy.

How do you build customer archetypes?

  1. Talk to Your Customers. Talking to your customers directly will give you a more solid idea of what they want and what motivates them to purchase something.
  2. Use Jung’s Archetypes as Inspiration.
  3. Write a Descriptive Paragraph to Accompany Each of Your Archetypes.

How do you develop a brand personality?

  1. Decide who you are FIRST.
  2. Enlist the help of family & friends.
  3. Get to know your audience.
  4. Nail down your brand voice.
  5. Let your core values lead the way.
  6. Consider your offerings and audience.
  7. Get inspiration from successful companies.

How archetypes influence our Behaviours?

Archetypes Influence Behavior Jung described archetypes as “the forms which the instincts assume.” Instincts are like biological urges. When we trigger an instinct, it activates a pattern of behavior like running a software program on your computer. Because these patterns are pre-existing, archetypes are predictable.

What are the female archetypes?

An archetype is to the psyche what the body is to the mind. There are seven feminine archetypes that prevail in contemporary western society—the mother, the maiden, the queen, the huntress, the sage, the mystic, and the lover.

What is the Venus archetype?

Venus Archetype Represents passion and selfless devotion to another person. It also extends to the things that make our hearts sing, like music art or nature.

What archetype is Scorpio?

Scorpio – The Alchemist Scorpio is about deep, soul-level transformation. Scorpio is passionate, intense and perceptive. The Phoenix rising from the ashes.

What are the four main archetypes?

As well as explaining the theoretical background behind the idea, in Four Archetypes Jung describes the four archetypes that he considers fundamental to the psychological make-up of every individual: mother, rebirth, spirit and trickster.

What character would be best example of an archetype?

A character archetype in novel terms is a type of character who represents a universal pattern, and therefore appeals to our human ‘collective unconscious’ . For example, ‘hero’ is the most fundamental character archetype, which directly corresponds to us each being the hero (or protagonist) of our own life story.

Why are readers drawn to an archetype?

Archetypes are constitutional building blocks of storytelling and their presence contributes to the totality of the story and gives the audience an identifiable human component. Many believe the reoccurring story (or use of archetypes) gives literary works a widespread acceptance.

What brand archetype is Ralph Lauren?

Ruler brand archetypes offer high-end products of premium quality. They can be evident from the financial industries to security, technology, and government. Of course, jewellers and luxury fashion brands such as Chopard and Ralph Lauren are dominant Ruler brands as well.

What archetype is Ferrari?

The Lover: to inspire love and intimacy It is a trait that teaches consumers to appreciate themselves and that they deserve to indulge. This is a more niche archetype and fit companies like Godiva, Nespresso, Ferrari, and L’Oreal.

What brands are Hero archetypes?

It’s easy to picture comic book superheros as iconic of this archetype. But in our everyday lives, we can look at Michael Jordan, Nelson Mandela, the Marines, Nike, and Red Cross as examples of the Hero.

What are customers archetypes examples?

5 customer archetype examples The creative renegade: They don’t venture outside the box, per se; they live outside of it. They’re always asking “what if?” They think big, they like to take what they might call “tasteful risks,” are extraordinarily talented and – for better or worse – keep meetings interesting.

What is archetypal branding?

What is a brand archetype? A brand archetype is a representation of your brand as a persona based on 12 key human desires and values, such as safety, power, and belonging. The idea behind creating your archetype is to build a brand narrative and create an emotional connection with your target audience.

What are archetypes marketing?

Archetypes are the heartbeat of a brand because they convey a meaning that makes customers relate to a product as if it actually were alive in some way, they have a relationship with it and care about it. Each brand archetype slots in with the common narratives we see and experience regularly in our culture.

Do you need a brand archetype?

Brand Archetypes are a tool that can help you differentiate your brand, give it a depth of personality and use it to truly connect with your audience so they begin to feel something for you. An effective Brand Story is intriguing and an opportunity to be truly authentic.

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