The power of archetypes
5 reasons your brand needs an archetype
Brands often ask, "Do Archetypes really make a difference?" In this week’s Looking Glass I’m sharing why Brand Archetypes are essential for growth.
1. Shortcut to Consumer Trust
Archetypes are timeless stories that bridge the conscious mind with subconscious meaning. They have been part of storytelling for centuries. Think of a Hero – you might envision a Marvel character or a literary figure like Odysseus. Both Heroes would likely share some similar values, beliefs, and behaviors and they both evoke similar emotions in consumers. When you align your brand with a specific Archetype, you’re speaking a language that your customers instinctively understand. This alignment makes it easier for consumers to trust your brand because the human brain is always looking for a shortcut to avoid deep thinking.
2. Psychographics > Demographics
Many brands are tempted to focus on a target consumer primarily from a demographic perspective. However, this approach not only limits awareness but also overlooks the 'why' behind consumer behaviors. By focusing on an Archetype, you can reach a broad spectrum of customers who are predisposed to like your brand’s values. Subaru could target Men with a certain income and age range, but instead their creative ladders up to what the brand values and believes. Their Explorer Archetype emotionally draws consumers in (and the Golden Retrievers help too).
3. Drives Profit
The power of Brand Archetypes isn't just theoretical. Young & Rubicam conducted an intensive six-year study on the effects of Archetypes on 50 of the biggest brands. They found brands with a single, clear Archetype experienced nearly double the growth in economic and market values compared to brands without a clear archetypal alignment. Be sure to avoid combining Archetypes or switching Archetypes without major product benefit changes.
Brands with a clear Archetype experienced nearly 2x growth
4. Creates Distinction
In a world saturated with brands vying for consumer attention, how can your business stand out? The most iconic brands leverage Archetypes to reinforce their benefits and establish distinction. Consider how Coke and Pepsi each showcase different personas and values to attract consumers. Coke embodies The Innocent by combining imagery of polar bears or Santa with messages about happiness. Pepsi chose The Jester as a counterpoint to Coke, leveraging humor and celebrities against Coke’s more tradition-focused Archetype.
5. Promotes Consistency
It’s so important for brands to be easily recognizable to consumers. A Brand Archetype provides the framework for maintaining consistency in your brand’s messaging, visuals, and actions. Once you have a clearly defined Archetype, your team and partners can use it as a critical lens when developing promotions and evaluating ideas.
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