Brand archetypes: how to create a promotional strategy

Brand archetypes as an opportunity to highlight its unique features

The modern marketplace is flooded with choices, making it extremely difficult to attract consumers. In order to interest the public, a company must influence their emotions. In this context, brand archetypes, a model based on Jungian psychology, become an effective tool.

The psychologist Carl Jung identified 12 personality archetypes. They represent a set of behavioural traits that manifest in people throughout their lives. Marketers have adapted this strategy to find the best ways to interact with consumers. The archetypes formed the basis of a strategy to position the brand and highlight its identity through mission statements.

Archetypes that can be used in branding include Hero, Creator, Explorer, Wise Man, Ruler, Lover, and Innocent. They also encompass images such as the Jester, the Boyfriend, the Guardian, the Rebel, and the Magician. Each of these characters has its unique characteristics. They can form the basis of a brand narrative.

How to work with the model

Working with the tool starts with determining which archetype corresponds to the brand. This involves analysing the audience to understand their needs and pain points. It also requires outlining a unique value proposition based on the niche in which the company operates. In this case, it is also important to consider the emotional needs that help build a connection with the audience. 

The archetype’s characteristics, principles and dynamics should be consistent with the brand’s values and aspirations. This is important not only for the current state, but also with an eye to the future. Once the archetype is chosen, it needs to be integrated into all aspects of the business and its manifestations. This is not just about the visual component. This is also the style of communication with consumers. It is essential to maintain consistency and a unified strategy across different digital channels. You need to infuse content with symbols and techniques that are specific to a particular archetype. Customers should feel the presence of the imagery across all brand touchpoints. 

KPIs

As with any strategy, it is vital to monitor the progress of the archetypes regularly. Key performance indicators will be:

• brand reputation;
• engagement;
• conversion rates.

Analysing the data will refine your approach and achieve high customer engagement results.

The archetype should become an integral part of the brand identity. It will then help to differentiate the company from its competitors and make it unique in the eyes of consumers. This, in turn, contributes to increasing loyalty and strengthening the emotional connection with the audience. 

A strategy based on archetypes provides opportunities for sustainable business growth and long-term success. It promotes the creation of a corporate identity that is close to the consumer. It is important to recognise that the brand archetype should match the target audience archetype. This approach will deliver outstanding results, both financially and emotionally.