Is your brand the Everyperson, the Explorer, the Hero, the Outlaw? Have you even thought of your brand in terms of its archetype?
Brand archetypes are the embedded stories your company is guided by and moved to live out. You can create a more engaging brand by employing your archetype.
You might think options for companies in the outdoor and snowsports industries are limited to the Everyperson or Explorer. Not so. Your brand could be the Sage, the Creator or the Jester.
Archetype, Individual, Organization
Innocent, Dolly Parton, Disney
Everyperson, Jimmy Carter, Gap
Hero, Lone Ranger, Nike
Caregiver, Mother Teresa, Campbell’s Soup
Explorer, Amelia Earhart, Starbucks
Lover, Rudolph Valentino, Victoria’s Secret
Revolutionary, Che Guevara, Apple
Creator, Martha Stewart, Crayola
Magician, Wolfgang Puck, Olay
Ruler, Alan Greenspan, Microsoft
Sage, Carl Jung, Discovery
Jester, Tina Fey, Ben & Jerry’s
Chart courtesy The Pearson Archetypal System
Take Nike, for (a very overused) example. Nike’s archetype is the Hero. Their branding includes images of sports stars, who are constantly pushing themselves to achieve, and text that speaks of overcoming challenges and having courage.
This works because customers want to identify with this archetype by using Nike’s products. They feel inspired and empowered by their “Just do it” messaging. It also works because this messaging is true to the company’s core.
Using your archetype to shape your communications strategy creates a compelling story with which your audience will want to identify. It separates your brand from competitors, and can be incredibly persuasive.