Written By
John
Bohan
There’s a certain something about the brands we connect with. You know, the ones we can’t get enough of, the ones we tell our friends and family about.
It can’t just be random that we like them so much and prefer them over so many others, can it?
So what’s really behind that special connection we feel?
What makes us loyal to these brands?
Is it their clever writing?
The flashy designs?
Charming ambassadors?
Actually, their secret is their Brand Archetype.
In this article, we are going to dive into what are brand archetypes and how they can help you build lasting relationships with your audience that go well beyond the surface.
By definition, an archetype is a universal symbol or character that resonates with deep human experiences. These are the metaphorical parts of stories we already know, allowing narratives to connect emotionally with their audiences.
By using brand archetypes, you speak in a language and tone that is familiar to potential customers like that of an old friend, drawing them in more easily and building a connection right away.
First introduced by Carl Jung, archetypes represent core human motivations and behaviors that transcend culture and time.
They often act as a medium to establish a brand's personality, enabling quick recognition and long-lasting relationships with customers.
We are living in a world bustling with ads, in fact, you and I see an average of 2,500 to 10,000 ads; every day. (Source: Google & Yankelovich)
On one hand, it’s become incredibly hard to stand out. But on the flip side, brands that nail emotional resonance are thriving more than ever.
Research shows 77% of consumers buy based on brand relationships, and effective storytelling can make brands 22x more memorable.
This is where archetypes come in as handy tools that can weave your narratives strongly into your audience’s hearts.
Look at Apple’s legendary Think Different campaign. By aligning themselves with people like Einstein and Amelia Earhart—icons we already recognized—they tapped into existing archetypes that triggered emotional connections. These were heroes, rebels, explorers, figures we subconsciously aspire to be or admire. And Apple didn’t have to shout to make that connection; they simply whispered a familiar story.
So, as a marketer what does this mean for you today?
Instead of trying to create entirely new narratives that might fall flat, draw on what your audience already knows and loves.
The era of product-first marketing is fading; consumers want to feel something. And in a world flooded with noise, an emotional hook is your biggest advantage.
Let’s learn about the 12 archetypes introduced by Carl Jung.
Brands, like your cherished MacBook or Campbell’s Soup, are aligned with a specific brand archetype. This alignment is rooted in psychological research and Greek mythology, revealing how fundamental human desires drive our connections to brands.
They represent universal human desires that brands can embody. For instance:
Aligning your brand with an archetype offers two key benefits:
All in all, these archetypes align with core human desires, influencing why some brands evoke stronger emotional responses than others. By embodying these archetypes, you can establish deeper connections and stand out in an ever-crowded market.
If you’d like to build a unique archetype for your brand most suited to your larger vision and develop strategies that will steer you in the right direction, you’re in just the right spot.
We, at Socialtyze, have helped over 250 leading brands establish deeper connection with their audience over the past 2 decades.
But, don’t reach out to us just yet.
Continue to receive complimentary insight on building your archetype and brand from us.
We have plenty of content to share in the coming weeks and months.
Once you’re truly ready to transform your brand and take your business to an entirely new level of success, let us know.
We have a crew of world class brand and creative strategists to help you.
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