Whether it’s running shoes, lawn mowers, cosmetics, accounting services, or bulletproof glass — B2C and B2B brands must inspire their target audiences to feel trust and connect on a visceral level. The problem is, manufacturing companies struggle to understand branding and create strong brands for themselves. We’re here to help with a quick primer on brand archetypes, complete with a quiz that can help you better define your company’s personality.
How can better branding help my company?
A clearly defined brand will:
- Help you stand out from your competitors
- Attract new customers and make it clear why they should work with you
- Improve your relationship with customers by giving them a seamless experience
- Attract top talent and help with recruiting ideal candidates
What is a Brand Archetype?
In a nutshell, a brand archetype is just the personality that you assign to your brand. Psychologist Carl Jung created the concept of archetypes, identifying twelve different types. Each archetype is an ideal model of a type or group, or a typecast character. (Think of Captain Jack Sparrow as the archetypal Outlaw, or Dorothy from the Wizard of Oz as the archetypal Innocent.)
Every archetype represents fundamental human desires, and when you associate your brand with an archetype, you’re tapping into deep emotions that motiviate your customers.
A Closer Look at Specific Brand Archetypes
Take a look at the picture above— can you tell which archetype best suits your brand? If not, that’s ok: We’ve created a quiz to help you. It takes just a few minutes and clients have told us it was an extremely valuable exercise for their team.
How to Use Brand Archetypes in Content and Design
Once you’ve taken the quiz and determined which archetype best suits your company, you can create content and design elements that speak more directly to the emotions that will motivate your audience to engage with you.
By now, you know that content is an important part of any marketing plan, right? Well, content is also a great way to incorporate your archetype into your marketing. Whether it’s a social media post, a trade show brochure, or an email campaign, you should be speaking in one clear, consistent voice that aligns with your archetype.
If you’re the Creator, you’re always the Creator— if you jump from Creator to Sage to Jester, your brand will start to feel schizophrenic and confuse your audience.
Don’t forget to update your visual design to reflect your corporate archetype, too. Color, typeface, images, and layout should all be modified so that everything is adhering to the overall theme of your archetype. For example:
Take Harley-Davidson, for instance. They’ve fully embraced the Outlaw archetype, and they’ve made design choices to back it up. Relying on slick images of shiny bikes and videos of leather-clad riders as well as black tones highlighted with starkly contrasting white type, Harley-Davidson has gone all in on the Outlaw.
Read more here:: B2CMarketingInsider