12 brand archetypes: what adds value to your brand & target group?
Decades of expanding psychological insights and research, co-conducted by Carl Jung, now provide us with an extensive brand archetype framework.
Some visualizations of the 12-part archetypes framework:
12-part archetype framework
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archetypes framework
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There are many variations in circulation, sometimes with a smaller number of archetypes and even some other names per personality. Below is an example, including linked brands:
archetypes framework
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Better positioning through brand archetypes
Because recognizing and understanding archetypes by people as explained happens very instinctively, you can quickly get in touch with target groups as a brand. On the other hand, it is of course also the case that they (can) avoid such a moment of contact, precisely because they quickly experience that 'the underlying archetype' does not match their own personality.
In any case: because the recognition of archetypes is pre-programmed in our brains, they are extremely useful in determining a promising positioning of your brand and the personality traits to display that (must) resonate with your target group.
Application in your brand communication
Once you have prioritized your ideal brand archetype(s), you need to define a number of things based on those characteristics so that you can use them to shape your brand communications.
Opinions on topics in your market or possibly beyond.
Attitude towards life in a broader sense.
Terminology and vocabulary you want to use.
Tone of voice and writing style, font, visual language, use of color, etc.
Apply all of the above in synergy. You will have a brand with a human and idiosyncratic personality, that your target audience will want to connect with.
Just as for buyer personas, your brand personality and certainly your brand archetype(s) should be checked periodically and adjusted where necessary. Your target groups evolve, the market and society change here and there. Make sure your brand stays in line with what your target group wants to identify with. You know by now: if you don't do that, your added value probably won't be noticed either.
Specific examples of fire archetypes
Below are some examples of brands you probably know and the brand archetype they have committed to.
fire archetype the taiwan telegram data everyman
fire archetype the outlaw
fire archetype the innocent
fire archetype the hero
View the entire series of (also further elaborated) examples of brand archetypes in an insanely large infographic here.
Your strong, recognizable brand identity is within reach!
The added value of your brand
I hope this article helps you to properly bring the added value that your brand provides to the lives of your target groups to their attention. And that you benefit greatly in your brand communication from the effective combination of actionable buyer personas, brand personality and brand archetypes. This allows you to appeal to emotions and make real connections. Good luck!
Have you worked out the 3 building blocks? Then try filling in this brand identity worksheet from the well-known book Online Brand Identity (aff.) by Joris Merks-Benjaminsen. Is it easy for you.