Archetypes are representations of behavioral patterns resulting from consumer experiences.
Archetypes are representations of behavioral patterns. These result from the experiences of various generations of human beings when facing everyday situations; that is, they are a predisposition that we have in the formation of certain ideas.
Archetypes are increasingly used by brands and agencies to build marketing and communication frameworks that present their purposes and brand values. With this, they help us to direct strategies, communication and actions, making it possible to align with the target audience.
How to build a brand archetype
Archetypes are one of the most advantageous ways for a brand to reach the consumer's subconscious. This can be seen from the visual identity to the communication campaigns that the brand carries out. An example of this is Nike, in which the archetype used by the brand is the hero. This brand is no longer seen as a seller, but as a means that helps people reach their full potential, that is, to win.
Thus, archetypes are essential for those who want to build a strong identity and capture the attention of their consumers.
To be able to reach them in the best way, there are different strategies to better understand your consumer, how they speak, act, buy, which will allow you to have a better approach with them. After you know them, you have to answer a question that has to do with how they see the world, by discovering this, it will be easier to find the archetype for your brand. With this information it will be easier to win over your audience!
3 Reasons to use archetypes in your brand:
Label – If you use the archetype in the best way, it will become a label for your brand. Be careful when choosing, because they can associate your brand with something negative due to its archetype. With the existence of an archetype for your brand, a mental trigger is activated in consumers, which allows them to awaken emotions and, consequently, actions on the part of those who are impacted by the brand.
Positioning – By using archetypes, we can establish ourselves as a strong brand, this analysis gives us an effective structure to position the brand and manage to occupy a place in the consumer's mind whenever they hear about your brand.
Engagement – Designing a personality for the brand around an archetype is the first step towards having a community loyal to the brand, which interacts and, consequently, generates conversions.
What types of brand archetypes exist
In building a brand, there are 12 types of archetypes, which are the most used by brands:
- Hero – It is based on being as competent and courageous as possible. Its characteristics are seen as dynamic, fast and agile.
- Explorer – The Explorer is free, so he wants to travel, live adventures and discover new things that make him escape from the daily routine. The consumer of this archetype is restless and looks for products that help him in this journey of adventures.
- Rebel – The strategy is based on breaking, destroying and shocking. Usually consumers tend to be young, protesting people, who like authenticity and audacity.
- Sage – The sage seeks knowledge, practice, and self-reflection. The characteristics of these consumers are honesty, truth, and strong critical thinking.
- Common Person – They do not like to attract attention, are reserved, and dislike causing conflict. They are characterized as neutral, reserved, and common.
- Innocent – This archetype views the world with purity and innocence. Their characteristics are authenticity, transparency, and simplicity.
- Lover – The desire of those who use this archetype is to connect with others through sensuality, and their strategy is to become emotionally or physically attractive.
- Magician – The magician is not swayed by the obvious and seeks creative problem-solving strategies. They are characterized as courageous, intuitive, and charismatic.
- Jester – This archetype is recognized for its good humor and spontaneity. They are characterized as playful, carefree, and happy.
- Artist – This archetype is extremely creative and always looking for new projects. They are characterized as creative, full of ideas, and having a great imagination.
- Caregiver – The caregiver, as the name says, cares for others and their well-being, making their strategy personalized and differentiated. They are characterized as helpful, affectionate, and empathetic.
- Ruler – This archetype likes to be in control and influence people to follow their point of view. They are characterized as persuasive, fair, and responsible.
