Creating your brand goes well and truly beyond creating a groovy name, a cool logo and a website! I mean, these things need to be taken care of but after that- there are so many more decisions to be made. You need to find a way to talk to your audience, to connect with your audience and to be considered trusted by your audience. Complicated!? Yes, but stay tuned...I will walk you through this clever concept that is sure to take your brand to an all new level!
Businesses, corporations and brands are not people (I have been abducted by Captain Obvious himself)... But, people do comprise and create them. It is how these people within the business are thinking, feeling, intending and acting which define just how the business behaves as a whole- on any given day!
To put a stop loss on the effect of human moods (No, before you go there, I was not insinuating that you are high maintenance) and to minimise the transition between employees- businesses all over the world are injecting a personality into their business to make their brand message consistent. This is where the notion of archetypes comes in. Da da da daaaaa! Drum roll please...
In short, archetypes represent a full spectrum of characteristics that can manifest both positively and negatively. Not to be confused with stereotypes- archetypes empower choice and generate an emotional experience.
Brands tend to mimic and replicate one, sometimes multiple archetypes to ensure that the tone and language of the brand remain in line with its desired perception from their customers. Below is a small list (slight exaggeration- please forgive me) of a few different archetypes that some famous brands have adopted.
I challenge you to analyse whether or not your brand is already taking any of the below positioning, and if not- which one do you think would be ideal for your business? Don’t forget to share with the She Says, He Says team- we’d love to know! Don’t be a chicken (who even decided that chickens were always scared- weird), this small exercise will (hopefully) help you better channel your communication tactics and begin increasing your conversation engagement.
Proves self through amazing physical acts. Strong, but uses a controlled strength to benefit others.For example: Nike, Ford, Holden.
The protective nurturer and gentle provider: Helps others by providing their needs. Much respected and trusted, icons of home, security and continuity. For example: Campbell’s, Volvo, Kleenex, Heinz, Commonwealth Bank.
Rebel, Outlaw, Rogue. They aim to achieve freedom through defiance, disobedience, and nonconformity. Enjoys being a little bit bad, may not be admired but enjoys being feared. For example: Harley Davidson, Virgin Airlines. Diesel and MTV.
The Everyman (Good old boy, Girl next door, Average Joe, down to earth)
Bonds with others by being humble, hard-working, and friendly. For example: Target, Covergirl, She Says, He Says (See what I did there?).
Provides intellectual solutions to problems, expert advise, serious objective tone. Finds truth through research, objectivity, and diligence. For example: IBM, Intel, Google
Pursues perfect enjoyment through physical experiences, dreamlike quality easy to fall for. For example: Victoria’s Secret, BMW, Versace, Starbucks. Ooh la la! Are you in love with this or what?
Learn what’s valuable by discovering new things. Challenges consumers to do new things and by doing them, they learn about themselves. Challenge accepted? Examples: Jeep, Pepsi, VISA, Red Bull
Gain something important by serving others (and deemphasising self). For example: Red Cross, Amnesty International, Peace Corps and other Non Profits.
Conservative and restores something by returning to old-school values. For example: Old Spice, Kellogg’s, Ralph Lauren
Achieves a pure life by always doing the right thing. I’m thinking Avon, and Dove.
Achieves great rewards through great risks/fun. Learn what’s constant in live by changing environments. For example: Mountain Dew, Nintendo, Subaru. Inspired yet?
I like this one. Creates transformation, overcomes the impossible, creates delight with his/her imagination and cleverness. The happiest brands in the world: Apple and Disney.
Element of energy and fun, overthrowing the established way of doing things, speaks the truth when no one else does, adds levity to tense situations, has access to powerful people. You’re thinking of Ikea.
Allows Hero to perform amazing feats by taking care of the mundane, offers friendship, plays valued—but not taking the leading role. For example Post-It Notes and Blu Tack.
Non conformist, not motivated by fitting in but by self-expression. Brands like: Lego, Apple (fits a few categories really).
Achieve amazing goals by getting people excited about a cause Individual people and brands the empower: Lorna Jane, Barrack Obama.
Creates a change in the world through hard work and planning. Disciplined, focused, organized. Parker Pen, Australia Post, Blackberry.
So tell us! Which one (or few) are you?
