Is your brand a creator, a ruler or a jester?

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Lisa Holt of Teesside-based strategic marketing agency, The Creative Alchemist, explains why you should introduce brand archetypes to your business.

Branding is both a science and an art. As humans, we’re naturally drawn to a certain personality (usually similar to our own) and this is one of the reasons why you may chose to favour one brand over another.

You may not realise it, but just like a human, it’s highly likely that your brand already has its own set of personality traits too, which have been cemented right from the beginning naturally as it has become more established.

Delving deep down and understanding your brand’s true identity and personality will not only help your brand develop in terms of how it looks (by this we mean your logo, designs and the colours) but it will also help your brand’s tone and how you communicate with your audiences. The sooner you can begin living as your brand and building a marketing strategy with your identity as the foundation, the more you’ll engage with consumers emotions and leave a lasting impression in your audience’s minds – regardless of whether you’re a small business or a worldwide brand.

Defining these personality traits through brand archetypes can enable powerful brand positioning, and allow you and your business to tap into specific core desires, drives, fears and motivations all humans have which can help your customers and potential customers understand who you are as a brand, what you stand for and how you can help them succeed.

So what are archetypes? Put simply, archetypes are defined as ‘a very typical example of a certain person or thing’. Swiss psychiatrist Carl Jung introduced archetypes more than half a century ago as characters that provide emotional prompts to fundamental human desires. In more recent times, leadership consultant, speaker and author Dr. Carol Pearson has continued to expand on Jung’s work into a more complex approach which looks at breaking the 60 archetypal attributes down to just four which truly define your brand.

Each brand archetype is associated with specific motivations, values, drivers and attributes. There’s 12 core archetypes in total, which are:

  • The Caregiver
  • The Every Person
  • The Hero
  • The Innocent
  • The Explorer
  • The Rebel
  • The Lover
  • The Creator
  • The Jester
  • The Sage
  • The Magician
  • The Ruler

Take Lego for example. As a creator, the brand enables anyone who buys its products to be exactly that – creators. Customers become inventive and expressive while maintaining a sense of stability and control. Allowing its customers to play out their imaginings. Lego is a visionary, an entrepreneur and a storyteller as well as a creator, and these four archetypes are what makes the product, and its marketing activities stand out.

Defining your brand’s archetype is an exciting journey which will lead to more effective marketing and PR strategies, as well as brand activities and design work. Get in touch with the team at The Creative Alchemist for more information today.

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