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Get Groovy with Brand Archetypes

Get Groovy with Brand Archetypes

How do you attract customers to your brand? It’s one of the most common questions we get as marketers and one of the easiest to answer. The secret? Authenticity. Honestly, it’s that straightforward. But even though the answer is simple, it’s not as easy to achieve. So, how do you infuse your brand with realness? You’ve gotta know your brand archetype.  

At its core, a brand archetype symbolizes your brand’s personality and values. It’s like the DNA of your brand, synching its character and guiding its behavior across various marketing channels. Strategically, it shapes your brand’s communication, the stories it tells, and how it vibes with your audience. By identifying your brand archetype, you gain clarity on your brand’s identity and can tailor your messaging and imagery to generate buzz with your customers. It’s the key to unlocking the true soul of your brand and forming deeper connections.

The Lowdown on Brand Archetypes

First, you should understand what an archetype is. Simply put, It’s a universal symbol or pattern that people instinctively and collectively recognize and relate to. Archetypes are often found in stories, myths, and cultures worldwide, reflecting common themes and values that vibe with human experiences. Think of archetypes as the building blocks of storytelling and branding, providing a framework for creating characters and brands that feel familiar and meaningful to audiences.

Get Psyched!

Brand archetypes are rooted in psychology. If you trace their origins to the beginning, you’ll wind up with Carl Jung. Jung’s exploration into the unconscious unlocked universal symbols blazed in the human psyche called—you guessed it—archetypes. These archetypes laid the groundwork for the pillars of storytelling, but not as we know them today.

Fast-forward to the flower-powered sixties (1962, to be specific). Two groovy women, Katharine Briggs and Isabel Briggs-Myers, revolutionized personality study with the Myers-Briggs Type Indicator (MBTI). Building upon Jung’s theories, they crafted a user-friendly framework for understanding personality preferences, unlocking deep insights into individual identities. Their pioneering work paved the way for personal growth and self-awareness on a global scale, bridging the gap between psychology and everyday life.

In the new millennium, Carol S. Pearson and Margaret Mark further expanded the horizons of archetypes in “The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes.” Drawing upon Jungian psychology and the work of Briggs and Briggs-Myers, the 12 iconic modern-day brand archetypes were born. 

Why Do You Need It?

Using your brand archetype in your marketing is like infusing soul into your business—it adds depth, resonance, and authenticity. Your brand archetype serves as the guiding star of your marketing efforts, ensuring that every message, every campaign, and every interaction stays true to the essence of your brand. By aligning your marketing with your archetype, you create a consistent and cohesive brand identity that sparks with your audience on a profound level.

Additionally, using your brand archetype in marketing helps you stand out in a crowded marketplace. Today, consumers are bombarded with endless marketing messages, and keepin’ it real is key. By tapping into the universal truths and emotional connections embodied by your archetype, you create a groovy and memorable brand experience that cuts through the noise and captures the hearts of your audience. Ultimately, infusing your brand archetype into your marketing differentiates you from the competition and carves out deeper connections with your customers, driving loyalty, advocacy, and long-term success.

Meet the Archetypes

The 12 brand archetypes represent distinct personality traits, like familiar characters we encounter in our lives. Each archetype embodies qualities and characteristics that vibe with human experiences and emotions. They include:

  • The Hero—embodying bravery and resilience.
  • The Outlaw—symbolizing rebellion and freedom.
  • The Magician—representing transformation and mystery.
  • The Lover—reflecting passion and intimacy.
  • The Jester—embodying humor and spontaneity.
  • The Girl Next Door—symbolizing relatability and authenticity.
  • The Creator—symbolizing innovation and self-expression.
  • The Ruler—reflecting power and authority.
  • The Caregiver—representing compassion and nurturing.
  • The Sage—embodying wisdom and introspection.
  • The Innocent—representing purity and simplicity.
  • The Explorer—reflecting curiosity and adventure.  

Each archetype offers a unique perspective on human nature and gives marketers a powerful tool for crafting brand identities that resonate with their target audience.

Get into the Flow

Digging into your brand’s archetype helps you get into the groove. It’s all about getting down to the nitty-gritty of your biz—its goals, values, and mission. Consider how you want people to receive your brand. Is it all about blazing trails with innovation, keeping it real with tradition, or flipping the script with radical change? When you sync up your essence with its archetype, you’re laying down the funky foundation for an identity that hits deep with your audience.

Once you’ve tapped into the soul of your brand, it’s time to whip up a messaging strategy that hits your audience right in the feels. Drop into the minds of your target market and tune into their dreams, desires, and struggles. With your brand archetype as your guide, tailor your messaging to vibe with the customers you want. With every word you dish out, you’ll tighten the bond between your brand and its tribe, setting the stage for some seriously stellar interactions and everlasting connections.

Here’s How You’ll Do It:

  • Get Your Groove On: Do it old school by grabbing a pen and paper and jotting down your brand’s goals, values, and mission. Tap into your brand’s essence by crafting a vision board, visually capturing the emotions you aim to evoke when people engage with your business. 
  • Discover Your Brand’s Archetype: You could spend hours researching each archetype to find the perfect fit for your brand, or you could save time and take our quiz that does the work for you.
  • Get Inside Your Audience’s Head: Slip into the minds of your audience and vibe with their desires and dreams. Use your newfound insights to fine-tune your messaging and hit all the right notes with your target audience.
  • Craft Your Killer Content: Unleash the power of your brand archetype with killer content that speaks volumes. For example: Before: “Check out our new product! It’s awesome!” After: “Indulge in pure love with our latest creation. Feel the warmth of affection with every sip.”
  • Jam, Test, and Jam Some More: Don’t be afraid to experiment with different messaging and see what sticks. Jam out, test the waters, and keep refining until you’ve got a messaging masterpiece that gets everyone on their feet.
  • Build Real Connections: Let your authenticity shine in every interaction. Build real connections with your audience by being genuine to who you are.

Real-Life Examples

Disney
If you had to guess Disney’s archetype, what would you guess? If you thought The Magician, you’re right on! Disney’s whole identity is about magic and mystery, where dreams take flight and wishes come true. With its mesmerizing theme parks and timeless tales, Disney casts a spell of wonder and whimsy, transporting audiences to a world where imagination knows no bounds. Disney wields the magic of storytelling to captivate hearts and ignite the spark of imagination in all who dare to dream.

California Love
The archetype is in the name. California Love embodies the Lover brand archetype, fueled by a deep passion for the cannabis plant and a profound connection to the Golden State. United by a shared love and admiration for the wonders of cannabis, this family-owned business is dedicated to showcasing the highest quality products, ethically grown and accessible to all. Inspired by the spirit of California, they believe in spreading love and positivity through their products, creating a community bonded by a mutual appreciation for the plant’s transformative power. 

The TOKE Agency
Our funky marketing agency is rooted in acceptance and community, striving to create a sense of belonging for everyone they encounter. Our genuine charm and down-to-earth nature set us apart—no fancy-schmancy pretense here! With The TOKE Agency, it’s like having a conversation with an old friend, sharing warmth, understanding, and a sense of connection. We’re dedicated to inspiring those warm, fuzzy feelings and making a genuine difference in people’s lives. Join The TOKE Agency on our journey of authenticity and connection, where every client feels welcomed with open arms and a heartfelt smile.

By aligning your brand with its archetype, you’re laying the foundation for success and creating an experience that goes beyond transactions. Tapping into universal truths and emotional connections allows you to create a community that vibes—all because you’re speaking to the right people at the right place and time. So why wait? Get groovy with your brand archetype, and get ready to shine brighter than ever!

Key Takeaways

  • Authenticity Is the Queen: Infusing your brand archetype into your marketing strategy is the secret sauce to standing out in a crowded marketplace. By aligning your brand with its archetype, you create a genuine and relatable brand experience that resonates with your audience on a deeper level.
  • Be Consistent: Leveraging your brand archetype helps you create consistency and coherence across all your marketing efforts. Every message, campaign, and interaction reflects the authentic soul of your brand, reinforcing its identity and values.
  • Build Meaningful Connections: You create deeper connections with your audience by tapping into your archetype’s universal truths and emotional connections. These connections go beyond mere transactions, driving loyalty, advocacy, and long-term success for your brand.