Consumers are now connecting with brands that connect on a “human” level and engage with them through “emotion”.
You want strategies that allow your brand to look, feel, sound, behave, think and act differently to the competition.
For candidates looking to join a new company and customers looking to do business, the personality archetype of your brand can have a bigger impact on their decision than you initially think…
If you’re new to this subject, here’s a brief summary - Psychiatrist and Psychoanalyst Carl Jung, (founder of analytical psychology!) defined 12 personality archetypes that represent the range of basic human motivations.
Jung found that every individual typically has one dominant archetype that drives their personality. It just so happens that brands do too.The issue is, most businesses don’t address the psychology behind their brand or employer brand and, when they do, it’s probably retrospective.
Knowing which personality archetype that your brand fits into, means your stakeholders can control their messages to convey that personality in a clear and consistent way.
It should always be the starting point to gain key insights, prior to any creative work commencing.
Most people can consciously or unconsciously identify with these personality types based upon their life experiences and shared cultural consciousness.
Individuals are more complex than simply being defined as a ‘good’ or ‘bad,’ therefore, Jung created 12 archetypes to represent a wide variety of traits, which most people will fit into. So will most brands.
Nike is a great example of a Hero archetype. Every advertisement Nike produce is about rising to the occasion, triumphing over challenges, and being your best - with their help, of course.
The next time you see an advertisement for a consumer brand, see if you can identify the brand’s archetype.
Want to uncover your brand archetype?
You’re in luck! We’ve developed an online tool to assess your core traits to ascertain your core brand archetype.