Do archetypes in branding have any relevance? It's hard to say. After all if you are selling a product it doesn't really matter because you are selling the idea of the product. A brand however is a different animal. This article will discuss archetypes of branding and why they may not have any relevance to your brand development strategy.
Archetypes of Branding - What are they? -
There are literally thousands of archetypes that I could name but you get the point. Archetypes in branding are really more like guidelines and models. If you look at branding you will see a lot of these patterns across multiple industries. The trick is understanding the underlying logic behind each archetype and applying it to your brand strategy.
Archetypes in branding -
archetypes of branding A hero is an archetypal brand archetype. Every successful brand has a hero attached to it. How does this apply to branding? Well, the key is to create a hero concept and attach a clear, decisive action that will lead your customer from being a passive viewer or customer to becoming a hero. What makes a hero great is their ability to overcome obstacles and overcoming the competition. A hero will also make a promise to the customer and deliver on their expectations.
A villain is an archetypal archetype in branding. They are bad guys. They are bad guys because they are using unethical methods to get what they want. When it comes to branding, the devil is in the details, the less detail there is the better. A devil character will have a strong personality and be determined to achieve their goals.
There are 12 archetypes of branding which apply to marketing.
The four traditional archetypes are
storytellers,
archetypes of differentiation,
archetypes of commitment and
archetypes of leadership.
In order to identify the right marketing character for your business, you should look for the following characteristics: strong identification with the story, strong commitment to the theme, great teller and telling it well, great listeners and great leaders.
Once you have determined the right archetypes for your brand, you will need to learn about each of these archetypes in order to determine what types of stories your business can tell. One way to learn more about each archetype is to read a great book on archetypes.
Storytellers are archetypes of creativity and determination.
When it comes to branding, a creative person will be focused and driven to achieve their goals. This includes creating a brand. In order to be a great storyteller, you will need to be able to tell a good story and motivate others to follow your path. A great storyteller can also create an atmosphere that inspires people to become successful.
Archetypes of differentiation
When it comes to differentiation, these are archetypes of differentiation.
Being motivated to achieve results is different from being driven to do so. Differentiation drives people to take actions to move their objectives towards success.
One of the best archetypes of differentiation is the innocent archetype. If you're working in the creative industry, you will be working with innocent archetypes such as the artist, the scholar, or the writer.
Just as there are many great brands in the world, there are also many bad brands. Bad brands are defined by under-performance, bad packaging or by poorly designed products. In order to avoid being identified as a bad brand, you will need to employ archetypes of differentiation such as passionate brands, knowledgeable archetypes and passionate warrior archetypes.
A passionate brand is defined by the core values and principles of the brand and the ability to continuously challenge themselves to achieve new levels of performance. A knowledgeable brand, on the other hand, is defined by the ability to use information and resources effectively to solve problems and improve quality and/or productivity.
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