We know branding is powerful and a great way to build business equity and attract clients. As consumers today we use brands constantly to help select who we will engage or give our business to.
Today there is lots of competition for getting noticed by your audience as the consumer controls their own content more than ever thanks to digital age.
So how do you attract clients, stand out, but be authentic to your personality and your values? This is a big ask however understanding your brand personality and archetype as a tool can help you achieve this.
Knowing or understanding your brand archetype (which is a fancy word for brand personality) will enable you to differentiate your brand in the market place.
So what are Brand Archetypes I hear you say?
Similar to personality tests, archetypes are a genre you assign to your personal brand based on symbolism. It is a concept originally created by famed Swiss psychologist, Carl Jung. The idea behind using brand archetypes is to anchor your brand against something iconic—something already embedded within the conscious and subconscious of humanity. If understood and implemented it can differentiate you from competition as well as make your brand easier to identify with. There are 12 archetypes that you can be classified as. These we term as Caregiver, Explorer, Next-door Neighbour, Magician, Sage, Maverick, Entertainer, Innocent, Creator, Hero, Lover and Ruler.
So, why is it important to know your Archetype?
Gives you a meaning and a image to present to the world
Helps you create deep emotional connections
Helps you tell your story in a memorable way
Encourages brand choice
Can enable you to stretch and build services and product
If you don’t know what your brand archetype is then do our quick and easy FREE Brand Personality quiz or if a Real Estate agent our FREE Agent Archetype quiz now. Ultimately knowing your Brand Archetype is the smart way to stand out, attract clients and be authentic.
So once I know my archetype how do I apply this to my day to day marketing?
There are many big brands that know and use their archetype to brief creatives in bringing their content to life be that through social media posting, video, print advertising or big budget tv advertising. The key is whatever the marketing tactic is that you know the key describing words of your archetype and ensure you provide these to your creative person. Then when you are reviewing all your marketing, always ask yourself simply the question 'is this reflecting my archetype traits?'
For example if you were a ‘Magician' archetype your main attributes are that you transform things, make the impossible possible for your clients. So when you brief a video profile you would want stories or testimonials show casing you performing these solutions or testifying to your doing solutions for your clients. With your social media you would want before and after shots showing off your great work.
There are so many variations and solutions to bringing these traits to life and so there is no need for everyone to look the same. People need to own their own brand and bring it to life so that the right clients are attracted to you.
We’d love to hear what your archetype is so once you have done the quiz please share below in the comments.
With Energy. And Smiles
Karin
Blog written by | Karin Forster, Brand and Marketing Consultant, AMAMI CPM.
Credit: Photo by Stefan Stefancik on Unsplash