The Role of Brand Archetypes: Connecting to Your Target Audience

Every brand wishes to stand out from the others but nobody dares to take the risk coming from it. They tend to follow the usual patterns and find it tough to create the right kind of relationship with the targeted audience. This is where brand archetypes come in - a very effective way to create an emotional relationship through stories and collectively recognizable personas.?

A term defined by Carl Jung, who studied common yet universally distinctive personas and tales that have been resonant in the collective human experience, archetypes personify your innate behavior pattern.

What Are Brand Archetypes?

Brand archetypes are personality frameworks by which brands can establish unique identities. There are 12 major archetypes, such as ?Creator, Sage, Caregiver, Innocent, Jester, Magician, Ruler, Hero, Everyman, Rebel, Explorer, and Lover, each exemplifying a set of values, motivations, and behaviors.

All these archetypes are equipped with characteristics that your customers instinctively realize, which makes it easier for your brand to gain trust and emotional momentum.

Why are Archetypes Important?

An emotional connection: People are wired to respond to stories and personas. Using an archetype allows your brand to tap into subconscious desires and needs for a greater emotional connection with your audiences.?

Consistency: Once your brand is assigned to an archetype, you have a solid structure in place to deliver consistent messages. This can take any number of forms be it through advertising, social media, or in all customer interactions. It builds trust over time; people get a sense of what to expect from you.

Differentiation: ?When you choose an archetype that may resonate with your audience's values, they will place you differently, amidst the rush of your competitors. For example, Apple takes the ‘Creator’ archetype as it is innovative and inspiring and is still the prime and unique voice in the industry.

How To Use Brand Archetypes Effectively

• Know your audience: Not all archetypes speak to all audiences. Understanding your target demographic is the very first step to choosing an archetype that will engage with your audience's values, desires, and needs.
• Align to Your Mission: The mission and vision of the company must align with the chosen archetype. If your mission is to guide people to achieve their highest potential, then either "The Sage" or "The Hero" archetype can be a perfect fit. When brand essence is misaligned with its archetype, it could either confuse or alienate your customers.

Archetypes work best when they are infused into the storytelling of your brand. From the website copy to the messages in ad campaigns, the narrative should reflect your archetype and create a cohesive experience for your audience.

Let us assess some real-world examples.

1. Nike is probably the best example of how well the Hero archetype works. Their "Just Do It" slogan provokes a desire among people to push their limits, overcome obstacles, and achieve greatness.
2. UNICEF is a perfect example of the Caregiver archetype. As an organization dedicated to advocating for children's rights, health, and well-being globally, UNICEF embodies the essence of nurturing and protecting vulnerable populations.
3. Coca-Cola aligns with the Innocent archetype through its focus on simplicity, happiness, and joy, while Red Bull fits the Explorer archetype, which seeks excitement and freedom.?
4. Google can be a perfect example of the Sage archetype as it has built a mission to organize the world’s information and make it accessible to everyone.

The Magician archetype is a perfect fit for Disney as it creates a sense of wonder, imagination, and magic through its stories, movies, and theme parks.

Conclusion

Brand archetypes are a powerful method to connect with your audience at an even deeper, emotional level by engaging their needs and feelings. Connecting to the universal persona, you associate your brand with tales people already understand and trust, making the message not only applicable but also memorable.