Have you ever noticed how some brands just seem to understand what you need, before you even know yourself?
How to use Brand Archetypes to connect with your customers.
They provide products and services that make your life easier and meet you where you’re at. As a result, these brands enjoy a level of customer loyalty that is hard to come by. So, how do they do it? The answer lies in understanding and utilising brand archetypes.
Brand archetypes are based on Carl Jung’s theory of the 12 universal selves that exist within each of us. By understanding which archetype or combination of archetypes your customers identify with, you can create a brand identity that resonates with them on a deeper level. Enjoying a level of customer loyalty that other brands can only dream of.
Discover the 12 Brand Archetypes.
The 12 brand archetypes are:
- The Innocent: childlike, optimistic, and trusting
- The Explorer: curious, courageous, and independent
- The Hero: leadership qualities, noble, and aspirational
- The Caregiver: compassionate, selfless, and helpful
- The Rebel: disruptive, iconoclastic, and free-spirited
- The Lover: passionate and sensual
- The Sage: knowledge seeker, intelligent, and insightful
- The Magician: visionary, resourceful, and inspirational
- The Outlaw: risk taker, edgy, and authentic
- The Jester: playful, spontaneous, and happy-go-lucky
- The everyman/everywoman: relatable quality leader in their field
Which Archetype Fits Your Brand?
Now that you’re familiar with the 12 brand archetypes, it’s time to take a closer look at your own brand. Which archetype or combination of archetypes does it fit into? Here are a few questions to ask yourself as you consider this question.
- What is your brand’s personality? Is it serious or lighthearted? Disruptive or traditional? Innovative or dependable? Aspirational or down to earth? Keep in mind that your brand doesn’t have to fit into just one archetype; many successful brands actually utilise multiple archetypes. However, it is important to have a dominant archetype that speaks to the core of your brand’s identity.
- How does your target customer want to be seen by others? For example, if your target customer is someone who is looking for an environmentally friendly car, they may want to be seen as an Explorer (curious and courageous) or a Rebel (disruptive). If your target customer is someone who is looking for a dependable family car, they may want to be seen as an Everyman/Everywoman (quality leader in their field). Keep in mind that people often want to be seen in a way that is different from how they actually see themselves; so don’t make assumptions about how people see themselves based on their demographics or psychographics.
Understanding brand archetypes can help you create a brand that connects with customers on a deeper level and enjoys a high degree of customer loyalty as a result.
To find out which archetype or combination of archetypes fits your brand best, start by taking a close look at your brand’s personality. Then consider how your target customer wants to be seen by others. Keep in mind that people often want to be seen in a way that differs from how they actually see themselves.
By taking these factors into account, you can create a brand that resonates with customers on a deep level and enjoys lasting success.
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What is your brand's personality? Is it serious or lighthearted? Disruptive or traditional? Innovative or dependable?
Do you ever wonder how some brands just understand you and meet you at the right time? Read on how Brand Archetypes work and how to use them.
To discuss your Brand Archetypes contact Hello Brands today.
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