Use this detail to build your brand character, personality and story. They tend to have a liking for most things without being overly passionate about one. The people such brands help are often vulnerable and sensitive and require a soft touch. Adapt your brand visuals, colours, typography and images to represent this personality visually. This includes the Hero who saves the day and has the ego to tell everyone about it; the Everyman, who is the neighbor you trust and rely on for advice; and the Lover who will bend over backward to make you feel taken care of and appreciated. You have to develop a unique brand that stands out from the crowd, and you have to make sure that its uniqueness is maintained EVERYWHERE. Your priority needs to be trust. Marketers use his model to determine the personality of the brand. We use the term "tone of . Lastly, please check out my Brand Strategy Guide, where I explain how to use archetypes to develop a comprehensive brand strategy. Virgin Money (more so because of their parent brand and founding father Richard Branson) are seen as an Outlaw because they challenge the status quo of the industry. It always sounds urbane, cool, and street-smart. In other words, we are born with the same instincts and unconscious understanding of behavioural patterns and we recognise them when we see them. Each participant marks the traits they believe the brand should express. Archetypes in branding are not simply about mirroring the personality of your audience. They are motivated by the possibility of success and the gratification that comes with it. Encouraging, facilitating or empowering revolution on the other hand, will make you an instant family (or gang) member. Brand archetypes are not a new concept but they are an underutilised one, especially in the smaller business space. More than that, our brainwaves when listening to a story, match the brainwaves of the storyteller. You should ensure that your brand tone of voice feels like a natural extension of its personality and values. In 1984, Microsoft dominated the personal computer market. . Brands that provide a product or service that take their customers on a transformational journey (Lost to found, Insecurity to security, Worn out to refreshed), could well consider the Magician Archetype as the personality to connect with their audience. Your tone will differ with each situation. Mercedes has a respectful brand tone of voice, while Old Spice is irreverent. When you dive into these archetypes and the behaviour traits of each, you will probably recognise yourself, your family and your friends. They are instinctive and primitive. The scale looks at four parameters for pin-pointing a brand tone of voice:Funny vs. SeriousFormal vs. CasualRespectful vs. IrreverentEnthusiastic vs. Matter of fact.The idea behind this is that even brands that fall in the same archetype can differentiate themselves from their rivals by fine-tuning their tone of voice. But if you are an older player and feel that your way of communication does not impress your target audiences anymore- you need to go for rebranding. The healthcare sector would be The Caregiver as an example. As writer and content creator myself, I need to congratulate you for this awesome piece of writing. They see beauty in everyone and have a knack to see inner beauty that others dont. Which archetype do you see FIs commonly using and do you have an example of an outlier FI that has done it well? Ego-motivated brands: these brands want to leave a mark on the world. On the other hand, a jester brand is going to have a lighter step and a good sense of humor. When Old Spice says, You wouldnt exist if your grandpa didnt wear this, it makes you notice, crack a smile, get curious, and buy a bottle to see if it works for you. Nike made advertising history with its 1988 "Just Do It" campaign. Confident and assertive . This set the tone for their brand to be bold, aspirational, and galvanizing. It means a lot coming from someone of your stature and experience. Expand your vocabulary with synonyms and capture this in your brand guidelines. Is it very formal or conversational? Every person says which words they chose and puts them as separate sticky notes on the board. This makes the Hero quick on its feet, making . We have an affinity with them thats hard to put your finger on. Most overt manifestation of your brands personality. Latest Technology Blogs by Top Tech Bloggers in India, How to Choose The Best Payment Gateway for your Business, How to Increase Website Traffic for Free [33 Techniques], How to End an Email with Amazing Email Sign-Offs. Brand voice is the personality of your business that is conveyed through your communications. Once you have your Archetype in place, you need to flesh it out before applying it to your brand visuals and communication. They are built on the "wow" factor generated by both their marketing efforts and their product or service. To appeal to an explorer, you need to challenge them. It's the unmistakable distinction that sets one brand from all the others. Your character is what will attract your target audience and turn them into followers. If you guessed Nike, Starbucks, and Casper, you guessed right. They don't want to appear arrogant and vulnerable, so they fight for what is right and regard themselves as honorable citizens and the bully's adversaries. Aligning values and archetype-driven branding They are idea-driven, thrive on vision and intuition. Level 1: The hero archetype is expressed through seeking out challenges and demonstrating great achievement. If the task seems too daunting- consult our experts.Some examples of tone of voice in marketing are:Mailchimp- warm, friendly, helpfulVersace- bold, seductive, assertiveThe Body Shop- direct, informal, approachableZomato- Conversational, humorous, friendlyChanel- Elegant, sensual, and classic. The Gatorade brand is the embodiment of the Hero archetype. The Innocent. The innocent is a positive personality with an optimistic outlook on life. We want to make the reader forget about everyday problems or mundane things- and take them to a happy place. Branding, Integrated & Digital Marketing Wizard and Founder of BrandLoom Consulting (A $1m startup). Again, this is visually fantastic! Ask participants to move words from the we are column to the wed like to be if they want to keep these brand qualities in the future. Brands that revolve around everyday activities might use this archetype with the message that its ok to be normal. The other primary archetype contenders get moved to the secondary archetype column. . Dont build a LIMP APOLOGETIC BRAND thats easily ignored. The moral of the story? 12 Brand Archetypes with examples. Using the characteristics of your brand archetype, define its opinions on issues related to your market and the wider industry. Great work, Stephen. Give everyone a printout of the diagram with the personality sliders. Take the example of Old Spice. Apple is a perfect example of a brand breaking through with one and developing with another. A great example of that would be Nike. "No other battery lasts like it". The final word in sophistication, Tiffany, is witty, elegant and classic. While there is no universal definition of the types of the tone of voice, you can look at the Nielsen Norman Groups tone of voice scale. Now that you've seen some Hero brands, let me explain how the Hero archetype can be expressed in branding. Negative or guilt based communication is a complete turnoff. Whether its your funny uncle acting like The Jester at your grans birthday or your anti-establishment friend dropping conspiracy theories in the pub as The Outlaw, you will see these archetypal personalities time and again. I help companies generate more revenue through digital marketing. Make sure you use your unique tone of voice simultaneously across all channels. Imagery and tone of voiceare especially important for The Lover archetype. Hero brands use honest, candid, and brave tone of voice. In psychology, expert Carl Jung opines that each person exhibits the traits of an archetype- or a mixture of two. Home or family life brands fit this archetype perfectly while elitist positioning or were better messaging would be a turn-off. Apply your vocabulary, opinions, attitudes and tone of voice to all of your brand communication. Here is a list of the 12 archetypes that are universally used the most: The Hero. Use words like indulge, love, decadent, rich. Stephen is a passionate Brand Creator and Founder of Iconic Fox Brand Agency. You will confuse and put off your audiences without a uniform style of speaking across all channels. Split the cards at random between the participants. A launch announcement will have an enthusiastic, optimistic tone, while the news of closing a shop will be grim. The Hero dislikes being weak, vulnerable, and cowardly because it does not allow them to demonstrate their skills. Although the behaviours of your uncle and friend are familiar through experience, the behaviour or archetypes whom you dont have experience with will also be recognisable. Psychologist Carl Jung who coined the term in the early 20th century was in good company. Then cluster the sticky notes with the same words. They inspire, motivate and cheerlead their customers to do more, be more and have more. explored the idea of archetypes when he spoke of forms of intuition as the templates of intuitive understanding. Once you have an archetype in place, you now have the foundation and character for a brand story.
They were very patient- to listening & understanding my needs & then making necessary changes. Archetypes. Level 3: The hero is a humanitarian making great sacrifices for the greater good. They are prompt with their work & meet deadlines. Take the example of Old Spice.
Thank you! Almost all brands that you feel such a bond with are built with a solid alignment to an archetype, which are grounded in decades of psychological research and have their roots in Greek Mythology. They are interested in new ways, solutions not yet imagined and products not yet built. Here is an example of two brands with very distinct personalities- talking about Christmas. Discovering your brand archetype enables you to form deeper connections with your audience based on emotions, meaning you'll attract customers to your brand thanks to shared values and characteristics. This reflects the fact that every brand (and for that matter, every person) is a mix of different qualities. You should promote the outdoors and the unknown as the land of the free and challenge them to explore it, with your brand of course. Adidas claims that their brand positioning is at the tip of their spear, as seen on new products and with the world's best athletes, teams, and events. Many brands- and many triumphs later, we have registered our presence in India, USA, UK, Canada, Australia and UAE. Nikes communication style is instantly recognizable. Brand archetypes are personas that reflect all aspects of a brand, including its behaviors, values, tone of voice, and unique selling points. Thats why they function as a unifying thread among each family member. 5. Provide each participant with a list of the possible traits. The Hero brand would do well in industries that involve sportswear, outdoor activities, and equipment. The Magician. Let me now give you some examples of how to use the Hero archetype in branding. They are called magicians because they seem to make innovation look almost magical. If you can go against the grain of your industry with your core archetype (eg. They need to express themselves with their individual talent and strive to bring their vision to life through that expression. Explore our guide to the history and application of Jung's archetypes for brands. This ensures that they stayed true to their brand personality and established a presence that people grew to appreciate. But there are also 4 sub-archetypes for each, so the Hero Archetype is like the representative of this family. Every person has their personality and way of expressing themselves. Very clear description of how archetypes apply to todays brands. But how do you choose which one to apply to your brand? The connection that we build with our audience is very important to achieve our goals. This means that brands with a strong archetypal personality that connects on an emotional level with their audience, have a massive advantage over their competition. Voice is the consistent representation of your brands personality. Ok, but I hate to disappoint you because you already know them. Think of Vans- the quintessential youth brand. Its possible for a brand to break through to their audience as one archetype but to develop a closer alignment to another as it evolves. Rulers see themselves at the top of the food chain and aggressively defend that position. Examples: Nestle (note the word 'nest', associated with family). Thanks for creating and sharing this. Archetypes allow us to apply human characteristics to our brand. And last but not least, is Gatorade, a sports-themed beverage and food product brand. It products help parents provide healthy food for children. Apple aligned themselves with creatives, encouraged their audience to Change the World through their creativity, and provided a tool of self-expression to do so, and so the became a Creator brand. Theyre legit with actual science to back them up. They may overcompensate for flaws by becoming authoritarian or seeking a fight. Quite a chunk of information. The Sage is a seeker of truth, knowledge and wisdom. Thank you for sharing your wisdom. . In part 2 of this article, we delve into what goes next after choosing the archetype: how to use it, and what will depend on it. Higher level vocabulary with layered or philosophical meaning will be acknowledged and appreciated while over simplified or dumbed down messages will not.