Create Long-Lasting Brand Value By Choosing The Right Archetype For Your Brand

When trying to build a brand, you need a story to back it and should use archetypal images that help to uncover and bring your story to life. Archetypes have immense powers in creating a magnetic attraction that is mostly responsible for creating long-lasting brand value.  If you are wondering what are archetypes then you need to go through this article carefully because you will come to know more about its pivotal role in brand building. Before we proceed further, let us answer your question first. Since you have a story that unveils the brand to the audience, you could identify a character in the story and link it to some archetype. Archetypes are not objects but a representation of a way of thinking and a pattern of ideas that is consistent across cultures, generations, and time.

Understanding archetypes

The purpose of using a story to introduce a brand is to stir emotions and connect the characters to the audience at a personal level. Since there is an underlying connection between the brand and the characters, the viewer automatically feels connected to the brand. It is through one of the characters that you can convey some philosophy and ideas that represent the brand ethos and the chosen character then becomes an archetype. Archetypes personify brands and bring forth the underlying spirit and message consistently that goes beyond cultures, generations and time. Archetypes are not bound by the themes and emotions defined by a script but go much beyond. Archetypes represent values, motivations, and traits that are intrinsic to human nature and therefore remain consistent throughout.

The need for archetypes

To connect brands intimately with humans, you have to impart some humane values and traits into it for which you have to rely on archetypes.  The characteristic of your brand determines which kind archetype would match with it. You would find at least a dozen brand archetypes used for branding that covers a wide range of emotions from those that create excitement for those that convey comfort. Your marketing strategy and the feelings you want to generate among the audience for striking a chord with them are factors that point to the type of archetype that would ideally go with the brand.

If your brand has creative and artistic traits with inventive tones, then you can adapt The Creator archetype that serves the goal of creating something endearing with lasting value. Similarly, The Hero archetype is popular for brands that are strong, courageous, bold, and confident that inspires others and encourage making a positive mark on the world.

Give a character to the brand

Accepting the need for giving character to your brand, you have to choose some archetype that makes it easy to recognize the brand and infuses life into it. The brand comes alive when you relate it to some archetype as the characteristics and spirit of the archetype passes on to the brand. It is an easy way of telling people an entire story about the brand in minimum possible words. The archetype becomes the emotional and spiritual face of the brand and takes it closer to the audience and keep them connected. People start realizing about the powers of the brand because archetypes tap into human desires that are universal.  By distilling sales pitches and value proposition, archetypes transform brands into characters that are easy for humans to understand.  The most exciting aspect of archetypes is its ability to relate to the business goals.

Stand out from the crowd

That is the age of grabbing eyeballs, and the competition is so intense that sometimes it might appear impossible to keep the brand brightly visible. To make things easy, marketers fall back upon archetypes, and the stronger the archetype is better are the prospects of the brand outshining others.  Archetypes being inspirational to encourage consumers to dig deep into the roots of the brand to discover what drives it. Your brand is unique because of the ideas and people that shaped it and also the places related to it. The archetype of your brand upholds its DNA and makes it easy for the brand to stand apart from the rest.

Define the tone for the brand experience

By looking at the archetype, consumers get ready to interact with the brand as they know what to expect from it.  Customers become aware of what kind of relationships and experiences they are likely to encounter when interacting with the brand as an archetype sets the tone and tenor of the interaction. For example, a brand with The Explorer archetype will exude a personality that is ambitious and adventurous as well as somewhat restless.  The brand building expectations spread its wings as soon as the characteristics get well established.  When customers find that the brand lives up to the expectations, they start trusting it. If they enjoy the same experience consistently, over a period they turn loyal to the brand.

Connect customer needs with the product

What comes first, the archetype selection or the audience? The audience is always the primary consideration because by analyzing their needs and wants you should be able to select a matching archetype. Luckily, there is still an archetype to match with what the audience wants.  You can use archetypes to tap into consumer desires, and it is possible to customize archetypes to bring it closest to match with the wants and needs of consumers.  Effectively, archetypes help to connect your product to the audience needs. The audience can understand how the product can help you to realize your goals and the bonding with consumers deepens in the process.

Choosing the right archetype for your brand needs a good understanding of brand traits and how the archetype is capable of reflecting it.  You must have enough clarity about what your brand conveys and the kind of emotion that would help to connect with consumers.  Remember that the archetype has not only to be relevant to the brand, but consumers must find it relatable as well as unique. Most importantly, the identity you create has to be consistent that builds trust and enhances brand value.


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