What\u2019s the use of brand archetypes?<\/h2>\n\n\n\n
Brand archetypes help to understand the target audience on a deeper level. They make the brand look human, not soulless corporation. When the archetype is chosen correctly, then the audience gets a feeling<\/a> as if they have known the company for a thousand years and already love it.<\/p>\n\n\n\n Archetypes<\/strong> are universal images consisting of a set of recognizable features and patterns of behavior.<\/p>\n\n\n\n Any person can understand this because all characters in movies, books and TV series are created on their basis. Therefore, when we use customer archetypes in branding, we create products that respond to target audiences on a subconscious level.<\/p>\n\n\n\n If you want to know more about their impact on human life, watch this presentation<\/a> on TEDx Talks.<\/p>\n\n\n\n With the help of the archetype, you will understand how to interact with the target audience to get the maximum response. In the eyes of the target audience, your brand will become more holistic, because the archetype will unite the meanings embedded in the product around itself.<\/p>\n\n\n\n The framework will help you articulate and clarify communications. If you first define the archetype, you can quickly think about how the brand should sound, what to speak and what values \u200b\u200bto share. If you have already formed the Tone of Voice, then the marketing archetype will help to clarify and make it more unique.<\/p>\n\n\n\n Let\u2019s move on to the types of archetypes.<\/p>\n\n\n\n In general, there are 12 consumer archetypes grouped by four clusters:<\/p>\n\n\n\n \u25cf Freedom: innocent, sage, seeker.<\/p>\n\n\n\n \u25cf Individualism (Ego): hero, magician, rebel.<\/p>\n\n\n\n \u25cf Affiliation (Social): citizen, jester, lover.<\/p>\n\n\n\n \u25cf Order: ruler, caregiver, creator.<\/p>\n\n\n\n We will describe each customer archetype in three words, tell you how to use it, and define suitable products for them. All by examples.<\/p>\n\n\n\n In three words:<\/strong> charming, optimistic and honest.<\/p>\n\n\n\n The \u201cinnocent\u201d strives to make everyone around happy. Such brands do not use aggressive marketing approaches or gimmicks. They value simplicity and are as open as possible for the audience. Innocent brands allow audiences to experience harmony and immerse themselves in<\/p>\n\n\n\n childhood.<\/p>\n\n\n\n The archetype is suitable if your product:<\/strong><\/p>\n\n\n\n \u25cf gives a feeling of kindness, optimism and carelessness<\/p>\n\n\n\n \u25cf associated with children or family<\/p>\n\n\n\n \u25cf uses natural ingredients<\/p>\n\n\n\n How to use it. <\/strong>Communication with users is easy and fun, without unnecessary formality. Tell touching stories, do not mention provocative topics and mitigate conflicts if they arise. Use traditional methods of promotion with simple advertising messages: the more natural, the better.<\/p>\n\n\n\n Alpro <\/a>uses light colors in their designs and a fun font. Their photos are cute and sincere, associated with children\u2019s pranks. The product is 100% natural composition and environmentally friendly. The ad uses a simple plot, where the main character describes the daily routine.<\/p>\n\n\n\n In three words:<\/strong> curious, intellectual, spiritual.<\/p>\n\n\n\n \u201cSage\u201d strives for independence and truth in order to stand out from the mass market. Such brands educate and support the audience on the path of learning. \u201cSage\u201d helps to better understand the world, become more erudite. He believes in logic and approaches problems rationally.<\/p>\n\n\n\n The archetype is suitable if your product:<\/strong><\/p>\n\n\n\n \u25cf helps to become smarter and gain skills<\/p>\n\n\n\n \u25cf helps to make decisions<\/p>\n\n\n\n \u25cf expands horizons<\/p>\n\n\n\n \u25cf is more expensive than the market<\/p>\n\n\n\n How to use it. <\/strong>Publish educational content based on credible research. Conduct open discussions with the audience, focus on the benefits.<\/p>\n\n\n\n Make the audience think. Educational content does not mean an abundance of terms and feeling bored. You can use an entertainment or game feed to captivate the user.<\/p>\n\n\n\n GitLab <\/a>is a service that helps streamline <\/a>workflows and make them more<\/p>\n\n\n\n transparent and understandable. The company maintains an intelligent blog<\/a> which is subdivided into<\/p>\n\n\n\n several thematic blocks. Each of the GitLab topics is exposed through its product or employees. This approach turns the service into an expert in the eyes of users.<\/p>\n\n\n\n In three words:<\/strong> curious, independent, free.<\/p>\n\n\n\n The Seeker strives for new experiences and discoveries. He likes uncertainty and risk, and most of all he hates routine and boredom.<\/p>\n\n\n\n Seeker brands become guides to the unknown world of adventure and vibrant events for their audience.<\/p>\n\n\n\n Suitable for a brand if your product:<\/strong><\/p>\n\n\n\n \u25cf helps people understand themselves better<\/p>\n\n\n\n \u25cf inspires<\/p>\n\n\n\n \u25cf helps to express individuality<\/p>\n\n\n\n \u25cf forms an experience that will take your audience breath away<\/p>\n\n\n\n How to use it. <\/strong>Encourage the audience to try new things and not be afraid of difficulties.<\/p>\n\n\n\n Explain how the brand helps to gain new experiences and emotions. Talk about user experience with your product.<\/p>\n\n\n\n W1D1 <\/a>is an app that inspires and helps improve creative skills. It challenges tasks that motivate you to try new things and act out of the box. W1D1 invites people to explore the world of creativity with them.<\/p>\n\n\n\n In three words:<\/strong> brave, courageous, decisive.<\/p>\n\n\n\n \u201cHero\u201d seeks to save the world, defeat evil and find a way out of any hopeless situation. He is willing to sacrifice old solutions that no longer work, to become the best version of yourself. Hero brands inspire audiences to welcome changes and self-improvement.<\/p>\n\n\n\n The archetype is suitable if your product:<\/strong><\/p>\n\n\n\n \u25cf brings change to the user through overcoming difficulties<\/p>\n\n\n\n \u25cf solves social problems or inspires others to do so<\/p>\n\n\n\n \u25cf helps to do hard work<\/p>\n\n\n\n \u25cf helps to become stronger in every sense<\/p>\n\n\n\n How to use it. <\/strong>Show your audience the difficulties that can be successfully overcome with your product. Remind your audience of the ambitious goals that you and they strive for. Tell stories of real people who are using your product. <\/p>\n\n\n\n Under Armor is a sports brand that inspires changes. In all communications, they broadcast that the user is capable of something that he or she doesn\u2019t even know about. Under Armor supports people on their path to change for the better. They also shoot videos<\/a> about how people do not give up on the sporting path. Another prominent activity was their mask donating to young athletes. Medical masks were distributed free of charge to young athletes so that they can continue training in the pandemic.<\/p>\n\n\n\n In three words:<\/strong> hopeful, mystical, transformative.<\/p>\n\n\n\n The \u201cMagician\u201d is interested in how the world works and how it can be improved. The archetype becomes a catalyst for intense and rapid change. \u201cMagicians\u201d make dreams come true, they believe that boundaries are only in the minds of people. Brands are magicians aimed at transforming reality.<\/p>\n\n\n\n Suitable for a brand if your product:<\/strong><\/p>\n\n\n\n \u25cf uses new technologies<\/p>\n\n\n\n \u25cf helps to change attitudes and opinions<\/p>\n\n\n\n \u25cf promotes rapid changes in the user\u2019s life<\/p>\n\n\n\n How to use it. <\/strong>Broadcast expertise, focus on fast changes in life after using your product, emphasize its \u201cmagical\u201d properties. Create a well-thought-out image of your brand with magicians and magic transformations.<\/p>\n\n\n\n TEDx <\/a>is an atypical example of a \u201cMagician.\u201d They describe their concept as striving for changes and opening new horizons. TEDx can easily be confused with the Finder. But in fact, they offer to change a point of view by watching their videos. This concept is inherent precisely to the \u201cmagician\u201d archetype.<\/p>\n\n\n\n The most watched video <\/a>on TEDx YouTube was about procrastination. It scored 54,240,434 views, and people continue to leave comments under it. Users watch such videos in the hope of gaining insight that will help them become more efficient.<\/p>\n\n\n\n In three words:<\/strong> independent, unpredictable, rebellious.<\/p>\n\n\n\n The \u201crebel\u201d breaks the rules and goes against the system. He values \u200b\u200bfreedom and absence of borders. Such brands are always a little aggressive and assertive, because to break rules they need energy. \u201cRebels\u201d shows the audience that they understand and share their dark side. They free society from taboos.<\/p>\n\n\n\n Suitable for a brand if your product:<\/strong><\/p>\n\n\n\n \u25cf supports an audience that feels alienated<\/p>\n\n\n\n \u25cf represents a shadow niche<\/p>\n\n\n\n \u25cf goes against existing standards and norms<\/p>\n\n\n\n \u25cf competes with corporations<\/p>\n\n\n\n How to use it. <\/strong>Break the box and amaze your audience. Go against the public opinions. Raise provocative topics. Amplify to the point of absurdity and ridicule existing trends, notice the minuses of the routine.<\/p>\n\n\n\n Hey <\/a>is an email service that is revolutionizing the world of email. They are open to talk about the shortcomings of competitors and introduce their own standards and rules for emails. For example, on this page<\/a> Hey talks about how to fight spyware letters and what companies are playing a dishonest game. They use cocky style and provocative phrases.<\/p>\n\n\n\n In three words:<\/strong> authentic, humble, friendly.<\/p>\n\n\n\n The \u201cCitizen\u201d archetype tries not to stand out from society. He does not tolerate luxury and strives to fit into the environment as much as possible. Citizen brands try to please the audience, emphasize commonality and deep values, and create a welcoming atmosphere.<\/p>\n\n\n\n The archetype is suitable if your product:<\/strong><\/p>\n\n\n\n \u25cf helps to feel affiliation<\/p>\n\n\n\n \u25cf promotes simple human values: kindness, love, loyalty, honor<\/p>\n\n\n\n \u25cf cheers up<\/p>\n\n\n\n How to use it.<\/strong> Choose topics that are close and interesting to the audience. Show that you accept your audience for who they are. If the audience is wearing jeans \u2013 you must wear them too.<\/p>\n\n\n\n Bumble <\/a>is a service for networking, finding a soul mate and friends. If the service focused only on the search for a couple, then the archetype of \u201cLover\u201d would suit him. But Bumble emphasizes the value of their users, not only in a romantic sense.<\/p>\n\n\n\n The brand talks about normality and gives advice. Bumble helps users to be themselves: for example, the company made a video about how to properly discuss mental health with strangers.<\/p>\n\n\n\n In three words:<\/strong> playful, optimistic, cheerful.<\/p>\n\n\n\n The Jester strives to have a lot of fun with friends. The Jester brand is the soul of a company that is able to unite and bring people closer together. Jester is not afraid to break the rules, but does it not because of a desire to oppose themselves, but just for fun. He is impulsive and unrestrained, thinks outside the box and loves creativity.<\/p>\n\n\n\n The archetype is suitable if your product:<\/strong><\/p>\n\n\n\n \u25cf entertains the user<\/p>\n\n\n\n \u25cf allows feeling young by soul<\/p>\n\n\n\n \u25cf helps people to have fun<\/p>\n\n\n\n How to use it.<\/strong> Come up with unusual destinations for familiar things. Avoid regular advertising. Be creative, joke, keep a positive attitude. Beat even failures. Everything you do should bring a smile.<\/p>\n\n\n\n Morning Brew <\/a>is a business news magazine that reimagines conventional news.<\/p>\n\n\n\n They mention things that are funny and atypical in everyday things. Morning Brew Twitter<\/a> cheers up and entertains the user. Standard media don\u2019t do that, but follow the classic rules of journalism.<\/p>\n\n\n\n In three words:<\/strong> sensual, empathetic, soothing.<\/p>\n\n\n\n The \u201clover\u201d enjoys life using all senses. This archetype strives for intimacy, aesthetics and passion. Moreover, passion is equated with enthusiasm, and not romance. Love brands make you feel special.<\/p>\n\n\n\n The archetype is suitable if your product:<\/strong><\/p>\n\n\n\n \u25cf gives pleasure<\/p>\n\n\n\n \u25cf helps to find a soulmate<\/p>\n\n\n\n \u25cf helps to maintain attractiveness<\/p>\n\n\n\n \u25cf associated with aesthetics and sophistication<\/p>\n\n\n\n How to use it. <\/strong>Engage all human senses. Describe aromas, tastes, tactile sensations, if possible. Create memorable and nice visuals. Communicate in a way that makes the user feel like they are flirting with somebody. <\/p>\n\n\n\n Vogue <\/a>tries to select aesthetic photos and non-trivial topics that appeal to the feelings of the readers. Though Vogue often talks about the inaccessible fashion world, they are still in close contact with the audience. The magazine seems to be sharing secrets that no one else know.<\/p>\n\n\n\n In three words: <\/strong>dominant, influential, successful.<\/p>\n\n\n\n The \u201cruler\u201d seeks power to control and streamline. The strategy of rulers is to maintain a sense of respect for the target audience to help it become more authoritative. They convey a sense of superiority and exclusivity.<\/p>\n\n\n\n The archetype is suitable if your product:<\/strong><\/p>\n\n\n\n \u25cf helps to feel status and influence<\/p>\n\n\n\n \u25cf is associated with making money<\/p>\n\n\n\n \u25cf simplifies business life<\/p>\n\n\n\n How to use it.<\/strong> Focus on the achievements of the brand and the success that the user can achieve with the product. Communicate respectfully and officially, as if with a business partner. Create an image of elitism and uniqueness, look for a personalized approach.<\/p>\n\n\n\n Luxury Abode <\/a>is an online luxury marketplace. They provide access to luxury real estate, exclusive items and private master classes. They apply an individual approach to their clients. Luxury Abode is only available to a limited number of people.<\/p>\n\n\n\n In three words<\/strong>: caring, hopeful, protective.<\/p>\n\n\n\n Caregivers seek to surround people with warmth and attention to support in any situation. They act as a parent who loves their children. Caring brands create a safe space and make users feel secure. This is how they help to overcome difficulties in real life.<\/p>\n\n\n\n The archetype is suitable if your product:<\/strong><\/p>\n\n\n\n \u25cf is associated with safety and concern for others<\/p>\n\n\n\n \u25cf helps to take care of yourself<\/p>\n\n\n\n \u25cf is associated with mentoring, medicine or charity<\/p>\n\n\n\n How to use it<\/strong>. Focus on service and support that will come to help at any time. Create a personalized approach for each user. Communicate warmly and sympathetically, respond to even the most minor issues. The relationship with the user should be family-like.<\/p>\n\n\n\nWhat are the brand archetypes<\/h2>\n\n\n\n
Innocent<\/h3>\n\n\n\n
![\"Alpro\"](\"https:\/\/mldi5dmmdvnt.i.optimole.com\/cb:sOwt.3b410\/w:auto\/h:auto\/q:mauto\/f:best\/https:\/\/www.cs-cart.com\/blog\/wp-content\/uploads\/alpro.jpeg\")
<\/figure>\n\n\n\nSage<\/h3>\n\n\n\n
![\"GitLab\"](\"https:\/\/mldi5dmmdvnt.i.optimole.com\/cb:sOwt.3b410\/w:auto\/h:auto\/q:mauto\/f:best\/https:\/\/www.cs-cart.com\/blog\/wp-content\/uploads\/gitlab.jpeg\")
<\/figure>\n\n\n\nExplorer<\/h3>\n\n\n\n
![\"Explore](\"https:\/\/mldi5dmmdvnt.i.optimole.com\/cb:sOwt.3b410\/w:auto\/h:auto\/q:mauto\/f:best\/https:\/\/www.cs-cart.com\/blog\/wp-content\/uploads\/w1d1.jpg\")
Hero<\/h3>\n\n\n\n
![\"UnderArmor\"](\"https:\/\/mldi5dmmdvnt.i.optimole.com\/cb:sOwt.3b410\/w:auto\/h:auto\/q:mauto\/f:best\/https:\/\/www.cs-cart.com\/blog\/wp-content\/uploads\/underarmour.jpg\")
Magician<\/h3>\n\n\n\n
![\"TEDx\"](\"https:\/\/mldi5dmmdvnt.i.optimole.com\/cb:sOwt.3b410\/w:auto\/h:auto\/q:mauto\/f:best\/https:\/\/www.cs-cart.com\/blog\/wp-content\/uploads\/tedx.jpeg\")
Rebel<\/h3>\n\n\n\n
![\"Hey\"](\"https:\/\/mldi5dmmdvnt.i.optimole.com\/cb:sOwt.3b410\/w:auto\/h:auto\/q:mauto\/f:best\/https:\/\/www.cs-cart.com\/blog\/wp-content\/uploads\/hey.jpeg\")
Citizen<\/h3>\n\n\n\n
![\"Bumble\"](\"https:\/\/mldi5dmmdvnt.i.optimole.com\/cb:sOwt.3b410\/w:auto\/h:auto\/q:mauto\/f:best\/https:\/\/www.cs-cart.com\/blog\/wp-content\/uploads\/bumble.jpeg\")
Jester<\/h3>\n\n\n\n
![\"Morning](\"https:\/\/mldi5dmmdvnt.i.optimole.com\/cb:sOwt.3b410\/w:auto\/h:auto\/q:mauto\/f:best\/https:\/\/www.cs-cart.com\/blog\/wp-content\/uploads\/morningbrew.jpg\")
Lover<\/h3>\n\n\n\n
![\"Vogue\"](\"https:\/\/mldi5dmmdvnt.i.optimole.com\/cb:sOwt.3b410\/w:auto\/h:auto\/q:mauto\/f:best\/https:\/\/www.cs-cart.com\/blog\/wp-content\/uploads\/vogue.jpeg\")
Ruler<\/h3>\n\n\n\n
![\"Luxury](\"https:\/\/mldi5dmmdvnt.i.optimole.com\/cb:sOwt.3b410\/w:auto\/h:auto\/q:mauto\/f:best\/https:\/\/www.cs-cart.com\/blog\/wp-content\/uploads\/luxury-abode.jpeg\")
Caregiver<\/h3>\n\n\n\n
![\"Calm\"](\"https:\/\/mldi5dmmdvnt.i.optimole.com\/cb:sOwt.3b410\/w:auto\/h:auto\/q:mauto\/f:best\/https:\/\/www.cs-cart.com\/blog\/wp-content\/uploads\/calm.jpeg\")
<\/figure>\n\n\n\n![\"Crocs\"](\"https:\/\/mldi5dmmdvnt.i.optimole.com\/cb:sOwt.3b410\/w:auto\/h:auto\/q:mauto\/f:best\/https:\/\/www.cs-cart.com\/blog\/wp-content\/uploads\/crocs.jpeg\")
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