Of Heroes & Villains of Archetypes

In my time as a #BrandConsultant, there has hardly been a more maligned, abused, and fun tool for brand positioning as the #BrandArchetype Framework. Despite its criticisms, the Brand Archetype model is still widely used by many brand builders to frame the emotional hook for their brand.

Need Scope Analysis vs Brand Archetypes

Many large companies use the #NeedScopeAnalysis to spot emotional positioning options and build irresistible #Brands.?But the concept is a little too abstract and complicated even for those who use it often.?

On the other hand, brand archetypes is a simpler and more intuitive model. It taps into universal, symbolic characters that represent the core values and personality of a brand, making it easier for marketers and customers alike to build deeper connections with the brand. Brand Archetypes provide a straightforward framework for defining and communicating the core essence of a brand.?

The Criticism of Brand Archetypes

Here are some of the often-heard derisions of the brand Archetype framework:

• Gimmicky:?Some view it as trend or a fad, and not a serious tool for brand positioning.
• Horoscopic:?Others see it as a form of horoscope, using archetypes to predict the future of a brand rather than understand its basis.
• Too Simplistic:?Some argue that the framework oversimplifies the complex and nuanced world of branding.
• Not Scientific:?Critics argue that the framework is not based on scientific research or methodology, and therefore lacks credibility.

#CarlJung was a renowned psychiatrist and psychoanalyst who founded analytical psychology, and his work not something to be ridiculed by any measure. But then, why the vociferous and almost mocking criticism??

The prevailing criticism is less about the Archetypes framework itself than about the how it is used.?

A lot of 'Brand Strategists' use it with the glee of a teenager getting their hands on a sun sign book for the first time and proclaiming it as the answer to all of life's problems.

How Not to Use Brand Archetypes

If you're engaged in the business of brands, here are few ways you shouldn't be using the framework.

• Don't use them as a standalone tool?to define your brand. They should be used as a guide to frame your brand's core offering, not as the sole determining factor of your brand.
• Don't treat them as fortune-telling devices. They are meant to help you understand your brand and its emotional appeal, not predict its future.
• Don't mix up the archetypes.?A brand cannot be more than one archetype or a combination of both. This can lead to confusion and a lack of focus.
• Don't force your brand into a certain archetype. Allow it to evolve naturally and choose the archetype that best fits your brand's role in the customer's life.

How to Use Brand Archetypes

Start from the insides. Which emotional need does your brand look to satisfy? Once you have identified the quadrant, the rest should flow automatically.

How does your brand satisfy the emotional need?

Depending on the above answers, you have a clear route to your archetype.

There are times when it feels like you brand satisfies more than one emotional need, but it is never equal. Pick the one that is more dominant.

And here are a few tips on how to better use Archetypes in framing your Brand Positioning:?

• Use as a Guide:?The brand archetypes provide a roadmap to help brands understand and articulate their core essence and emotional appeal. They serve as a guide to help frame the brand's core offering, messaging, and overall brand strategy.
• Sharpen the Archetypes:?While it is not possible to merge archetypes, brands can take the opposite approach and sharpen the archetypes to better differentiate themselves from the competition. For example, if a brand identifies with the ruler archetype, they can further nuance it by emphasizing aspects of leadership, authority, and control.
• Integrate with a Larger Framework:?Brand archetypes should not be used in isolation but rather integrated into a larger brand strategy framework that includes identity, characteristics, language, and tone.
• Collaborate with Brand Owners /Leadership:?The brand archetype should evolve from within the brand and not from an outside perspective. Brands should collaborate with key stakeholders, including brand owners and customers, to ensure that the archetype accurately reflects the brand's essence and emotional appeal.

• Choose Wisely:?Changing a brand archetype is a difficult process, so it is essential to choose wisely from the start. Brands should carefully consider the strengths, weaknesses, and unique characteristics of each archetype before making a decision.

In conclusion, the brand archetype model can be a valuable tool for brand positioning when used correctly. By tapping into universal, symbolic characters that represent the core values and personality of a brand, brand archetypes simplify the brand positioning process and help create a more meaningful and emotional connection with customers.

How do you use Archetypes in your Brand positioning exercises? Would love to hear from you.