Finding the ideal archetype: the ultimate guide to bringing your brand to life

You might be wondering what brand archetypes are and why you should care. Imagine that your brand is a movie character with a well-defined personality, values, and communication style. Well, brand archetypes are exactly that. It's giving your brand a soul, a character that resonates with your audience and makes it unforgettable.

What is a Brand Archetype?

A brand archetype is a symbolic representation of your brand personality. These archetypes, twelve in number, are based on universal patterns that Carl Jung identified in myths and stories around the world. They embody specific traits and values that help brands connect emotionally with their audience.

The 12 Brand Archetypes

• The wise man : Search for truth and knowledge (ex: Google).
• The innocent : Optimism and purity (ex: Dove).
• The Explorer : Adventure and discovery (ex: Jeep).
• The manager : Leadership and responsibility (e.g. Mercedes-Benz).
• The creator : Innovation and creativity (e.g. Lego).
• The caretaker : Compassion and help (e.g. UNICEF).
• The magician : Transformation and dream (ex: Disney).
• The rebel : Rebellion and non-compliance (ex: Harley-Davidson).
• The hero : Courage and control (ex: Nike).
• The lover : Passion and sensuality (ex: Chanel).
• The joker : Joy and humor (ex: M&M's).
• The warm : Realism and empathy (e.g. Volkswagen).

To discover the details of each archetype, click here.

Why is it useful?

1. Coherence and Alignment : Archetypes provide a road map for your brand's communication and actions. They ensure that each message, each interaction is in perfect harmony with the values and personality of your brand.
2. Emotional connection : Archetypes allow you to create deep emotional connections with your audience. When people feel an emotional connection to a brand, they are more loyal and more likely to recommend it.
3. Differentiation : In a saturated market, differentiating yourself is crucial. Archetypes help your brand stand out by giving it a unique and recognizable personality.

Concretely, what is the point?

• Content strategy : Adopt a specific tone and style in your content, whether on social media, your blog, or your marketing campaigns.
• Visual design : Align your visual design (colors, typography, images) with the archetype chosen to create a coherent visual identity.
• Customer experience : Offer a customer experience that reflects the values of your archetype, whether through your customer service, your products or your website.

How do you choose the archetype of your brand?

In just 6 steps, you can unlock the potential of archetypes to make your brand shine:

Step 1: Brand Analysis

Before diving headlong into the world of archetypes, it's essential to know your brand well. Consider the following questions:

• What are the core values of your brand? For example, is it innovation, reliability, or passion?
• What is the mission of your brand? What are you trying to achieve or change in the world?
• What is the vision of your brand? Where do you want your brand to be in 5, 10, or 20 years from now?

Step 2: Understand your audience

Your audience is the core of your brand. To choose an archetype that resonates with it, you first need to understand it:

• Who are your ideal customers? (age, gender, profession, interests)
• What are their aspirations and challenges?
• What types of brands and products do they already like?

Step 3: Competition Study

It is crucial to know how your competitors are positioning themselves:

• What archetypes do they use? This will help you identify opportunities to differentiate yourself.
• What are their strengths and weaknesses? Use this information to refine your strategy.

Step 4: Co-creation with your Team

Involving your team in the process is crucial to ensure a consistent and sincere adoption of the chosen archetype. Organize workshops where each member can express their ideas and feelings about each archetype.

Step 5: Test and Validation

Once you have a clear idea of the potential archetype, it's time to test it out:

• Create content and visual prototypes based on this archetype and observe the reactions of your audience.
• Use social networks and other communication channels to get feedback.

Step 6: Alignment and Implementation

Once the archetype is validated, integrate it into every aspect of your brand:

• Content strategy : Adopt the tone, style, and values of the archetype in all your content.
• Visual identity : Make sure that colors, fonts, and images reflect the archetype you've chosen.
• Customer experience : Offers a customer experience in accordance with the traits of the archetype, from reception to after-sales.

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To conclude

Brand archetypes aren't just a marketing trend; they're a powerful tool for creating a memorable and authentic brand. By clearly defining your brand archetype, you can create a lasting emotional connection with your audience, stand out from the competition, and align all aspects of your communication to tell a coherent and engaging story.

So, ready to discover which archetype best embodies your brand? Take the leap and turn your business into a living legend.

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