The soul of your brand should shine through in everything you do. This includes how you tell your brand’s story. What is the most effective way to nail your brand storytelling? Through archetypes.
Effective storytelling brings meaning and profit to your brand. This must be done consistently with a compelling and attention-grabbing story with the use of archetypes.
What in the World are Archetypes?
The term archetypes might be new to you. Archetypes are simply software of the psyche. They are elementary ideas, feelings, fantasies, and visions. We relate to an archetype at all times, looking for that need to fulfill our desires.
Storytelling through archetypes can bring that power your brand needs. This is done with larger-than-life and symbolic storytelling archetypes that achieve a real human connection, which can be difficult within a world full of disconnecting technology. Archetypes also help attract and retain customers as well as save your brand time and money while rising above the competition.
5 Reasons to Use Archetypes
- Provide the missing link between customer motivation and product sales
Attract and retain customers not only with a clear message but also a consistent message. Intentional and powerful communication leaves your brand in the back of consumers’ minds. Archetypal images offer the fulfillment of basic human desires and motivations, while also releasing deep emotions and yearnings. Consumers are drawn to your brand because of your storytelling and will most likely become reliable customers.
- Highlight the meaning of your brand
What is your brand and what does it represent? These things can be clearly defined with archetypes. Remember, you have only seconds to grab the attention of consumers. A clear message that is also creative (cue the use of archetypes) will attract and maintain customers. Archetypes create brand loyalty because they help bring a brand’s services or products to life. Your brand has to have meaning to resonate with your consumers and this is easily done with the use of storytelling methods.
- Compelling, consistent, and clear content
Archetypes give your brand a clear persona and message to attract the perfect customer. Express your values and characteristics in your story, while delivering a consistent and enduring expression of your brand’s meaning. The use of archetypes gives your brand the formula to create consistent, clear, and intriguing content.
- Save time and Money
With archetypes, your brand will spend less time and money worrying about what to say and how to say it. This gives your brand the opportunity to focus on the impact of your product or service. Archetypes help you tell your brand’s story effortlessly, yet effectively.
- Stand out among the competition
Archetypes can give you an edge over your competition. Your brand uniqueness can be on full display with the use of the right archetypes.
- Are any brands related to your brand using the same archetype?
- How well are your competitors supporting and living up to their archetype?
Answering the questions above will help your brand identify with the right archetype so you don’t get overshadowed by the competition.
Digging Into the Archetypes
There are 12 different archetypes that your brand can relate to.
- Magician
The Magician archetype is all about transformation and believing that anything can happen. Magicians are well-informed and powerful, offering the belief that miracles do happen. Brands that use the Magician archetype include MAC Cosmetics and Dyson because they offer transforming products and services.
- Hero
The Hero archetype is courageous and brave. Heroes leave a mark on the world with their perseverance and achievements. The Hero archetype is used by brands like Gatorade and Nike, who offer products that unleash your inner hero.
- Innocent
The Innocent archetype is safe and pure. Innocents look for the goodness and simplicity in things, all while being humble and nostalgic. Brands that use the Innocent archetype include Coca-Cola and Nintendo because they offer products and services that bring out the inner kid in you.
- Everyman
The Everyman archetype represents the common man and believes in everyone fitting in and being ok with who they are. This archetype wants people to belong and promote equality. Brands that use the Everyman archetype include Target and Old Navy. These are shops that have products for people of all ages and from all backgrounds.
- Jester
The Jester archetype is joyful and optimistic, always living in the moment. Jesters are spontaneous and playful, using humor to lighten up any mood. Examples of brands using the Jester include Taco Bell and Budweiser, who use humor to connect to their consumers.
- Creator
The Creator archetype uses innovation to inspire. Creators believe in self-expression and using your imagination to craft something new. Brands that use the Creator archetype include Apple and Polaroid, both offer products that enhance your creativity.
- Caregiver
The Caregiver archetype focuses on nurturing others and offers caring and warm services. Caregivers are compassionate and generous, preferring a stable environment. Common brands that use the Caregiver archetype include Walgreens and Huggies, which offer products and services to help care for others.
- Outlaw
The Outlaw archetype is rebellious and believes in taking risks by breaking the rules. Outlaws desire to fix what is broken by any means necessary. Brands that use the Outlaw archetypes include MTV and Harley Davidson. Both brands tap into your unruly side.
- Explorer
The Explorer archetype is fearless and daring. Explorers are independent and yearn for freedom by going on wild adventures. The Explorer archetype is used by brands like Nasa and REI, who use services and products to bring out the curiosity in you.
- Sage
The Sage archetype is knowledgeable and confident. Sage brands look to discover the truth through information. Brands that use the Sage archetype include the Discovery Channel and BBC, who offer insightful and well-informed material to connect to their consumers.
- Lover
The Lover archetype is intimate and passionate. Lovers have a desire to connect and appreciate the beauty in the world. The Lover archetype is used by brands like Godiva and Lancôme, who offer products that help you indulge your sensual side.
- Ruler
The Ruler archetype is all about power. Rulers avoid chaos with a stable and predictable world, while taking responsibility and staying motivated by taking on the role of being a leader. Common brands that use the Ruler archetype include Louis Vuitton and Rolex, who offer luxurious products for those who work hard.
Benefits of Storytelling Archetypes
It’s easy to transition into using archetypes in your brand storytelling, but if you want some help in the process then you’re in luck. There happens to be plenty of help to be found. This is where a branding agency can help you with a detailed branding workshop to get the ball rolling. The agency will help you define and design your brand identity through conversations and collaborative exercises that get the core of what the brand is and what audience(s) it is targeting.
