Have you ever wondered how brands communicate? Be it a TV Commercial, a social media post, or even a witty, topical spot; brands follow a similar tonality, pun, and verbiage. It is primarily due to the Archetypes in which they place themselves.
Every brand has a way of presenting itself to the audience, and the process differs even if they're from the same industry. The brands that impersonate themselves well and connect with the audience see an uprise in their sales. It is vital to remember that the creative team does not choose the form of representation. It's the other way around.
Archetypes are defined through a brand's core values. For example, Coca-Cola's core value defines open happiness, and therefore, the brand has a unique way of representing itself by connecting people with happy advertisements. On the other hand, KFC likes to favor its chicken to be the best by connecting with high-profile sports such as F1 racing.
While Coca-Cola likes to connect emotionally, conveying that the soft drink provides happiness, KFC likes to talk about how well-cooked and best-in-business chicken wings they provide.
This also brings us to another question about why KFC primarily focuses on its chicken wings, and Coca-Cola pivots around itself and no other subsidiary drinks. Sounds fascinating when you think about why they do what they do, right? The answer is Brand Archetypes!
The term Brand Archetypes came to existence because of a Swiss psychoanalyst and psychiatrist, Carl Jung. The thought process behind the invention is presenting a brand in a certain way by classifying it under brand archetypes. Also, to calm your millions-of-brands horses, there is more than one brand archetype.
Of course, only one archetype can't comprise millions of brands. Thus, there are a total of 12 brand archetypes created in a way to fit every brand from any industry. Let's see what these twelve brand archetypes are:
- The Caregiver
- The Creator
- The Explorer
- The Hero
- The Innocent
- The Jester
- The Lover
- The Magician
- The Rebel
- The Regular Guy
- The Ruler
- The Sage
To explain further how a brand can take advantage of brand archetypes, think of brand archetypes as your grandfather, who has 12 sons. The thought may be uncanny but bear with the explanation. Now, depending on its industry and aesthetics, your brand will fall under one of those 12 archetypes. In short, your brand will be the son of that brand archetype.
There are some famous brand archetypes that are used by brands worldwide. We will be discussing in detail the same in the future. But right now, we'll be focusing on why it is crucial to find the brand archetype.
Why Finding the Brand Archetype is Crucial?
If you merely want to run a business, there's no need to understand the importance of brand archetypes. However, if you're going to become a successful business and go global, brand archetypes can help you reach there. You must be wondering how and the answer is filtering.
Understand brand archetypes and filter your brand where it fits well. Filtering your brand under one of 12 brand archetypes will help you promote the products on one path. This one-way advertising will imprint your brand and its products in the minds of the audience. This is the whole point of brand archetypes- to make your brand a part of people's collective unconsciousness and instinctive counterpart instincts.
For example, every time we see a cool sneaker, we instinctively think of Nike Jordan. On the other hand, when we even think of buying a unique and emerging dress in the fashion industry, we instinctively open the Louis Vuitton website, don't we?
You must be wondering how they do it, and they do it by advertising as per their brand archetype. Following a procedure and sticking to it is vital in today's competitive market. You can't be contradictory like advertising through feminism one month and featuring just men in your marketing strategy during the next campaign.
There may be a connection for doing something like mixing up, such as the occasion of Men's International Day. However, don't miss the relevancy and change the brand archetype you belong to just for one campaign.
Every brand wants to leave its competitors behind and desires its marketing agency to showcase the brand in the most profound way possible. So, if you're an agency, do read about various archetypes to help your clients in a better way. If you're a brand, reach out to us to help you find the brand archetype for your organization and increase the customer reach. As you go ahead, you'll be decoding the purpose of brand Archetypes and will understand what each archetype holds.
Brand Archetype vs. Brand Personality
Even though brand archetype and brand personality might appear the same, there is a notable difference between them. A brand archetype is a method to define a brand's personality. A brand's personality is something to which the consumers can relate. Brand archetype helps the brand to create a personality that is unique and appeals to the end consumer.
Just like Rome wasn't built in a day, creating a brand is also a time-consuming process. With the right direction, it can speed up that process of creation. Archetypes help bring your brand to life by differentiating it from its competitors in the best manner possible.