Brand Archetype: What it means for your product?

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For certain brands, we feel loyalty and connection, and we prefer them over others and are ready to pay more. It is crucial for brands to fall in a category or the consideration set but also to stand apart. 

Here come brand archetypes that guide marketers and help them to give direction to the brand’s story. In literature, an archetype represents a character or an emotion that recurs throughout many stories and helps readers recognize a character’s motivations and actions.

The 12 archetypes that can also help brands to set the tone for their positioning while narrating their story are:

How to choose your brand archetype:

Based on your company’s culture:

Your brand archetype should be closer to your company’s values or personalities of the top executives. This way, the brand will come as genuine and will be more relatable to the consumers.

Based on the industry:

There are certain norms for archetypes that are preferred over others for a particular industry. A hospital specializing in cancer research should choose a caregiver rather than a jester to convey its message. However, if they want to emphasize innovative research and their accomplishments, they can also select the creator.

Based on your competitors:

The point of choosing an archetype is differentiation, and it an excellent strategy to have an archetype different than the competition.

It is essential to understand that an archetype tells your brand’s story and creates a differentiation in the minds of a customer. As it goes with any story, it is vital to be genuine and honest because people sense authenticity. Also remember to align it with characteristics of your target market and the emotions your brand should evoke.

All in all, the strategy of a brand is to be positioned in a way that it either amuses or pleases while solving the consumer’s problem.

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