Why your brand archetype is so important… It is not easy to give your website, blogs and social media a clearly authentic, consistent and recognizable feeling.
Have you ever said to designers or copywriters “that doesn’t suit our company”, “the feeling just isn’t right” or “the tone isn’t right”? Without being able to properly explain what you do want?
There is a good chance that you start from the own and unique character of your company. That is recognizable for you, but for people who do not know your fashion business very well, it is often still unclear and guesswork.
In my search for tools to be clearer to others, I came across the brand archetypes model. I will explain below what brand archetypes are and how you can use the brand archetype in content marketing.
Carl Gustav Jung creator of archetypes
The archetypes are twelve different and original characters that everyone immediately recognizes. They were created by Carl Gustav Jung in his book on the archetypes and the collective consciousness.
Each archetype automatically evokes certain feelings, values and aspirations. You notice immediately if images and words do not match the archetype of a company. If content marketing is used properly, we call it authentic.
This also makes using brand archetypes so useful. But which fire archetypes are there? And which archetype suits your company?
12 different brand archetypes
The advantage of a brand archetype is that everyone immediately has an image of it. You don’t have to explain much, the character is telling enough. These are the twelve fire archetypes that you will undoubtedly recognize immediately, namely the:
- Brand Archetype Caregiver (Caregiver)
Doing good, compassion, standing up and caring for others. Examples are Pampers, Olvarit, Rabobank.
- Archetype ruler (Ruler)
Always in control, busy status and image. Examples are Mercedes, Rolex.
- Archetype Clown (Jester)
Joker, entertaining. Examples are M&Ms, Fanta and Geico.
- Archetype Creator (Creator)
Innovative and inspiring. Apple, Lego and Tesla.
- Archetype Innocent (Innocent)
Pure, vulnerable and honest. Dove, Ponds and Chocomel.
- Brand Archetype Wise (Sage)
Teacher, researcher, wise and scientist. Examples are NOS, SAP and TNO.
- Brand Archetype Discoverer (Explorer)
Pioneering, stubborn, own way. The North Face, Land Rover and Ogly.
- Archetype magic (Magician)
Amazing, different and wonderful. Examples are Disney, Lynx and Red Bull.
- Archetype Rebel (Outlaw)
Contrarian, revolutionary, rebellious. Examples are Virgin, Diesel and Harley Davidson.
- Archetype Hero (Hero)
Groundbreaking, winner, surpassing everything. Examples are Nike, Audi and Armani.
- Archetype Common Man (Everyman)
Approachable, down-to-earth, nice and simple. Examples are Hornbach, Hema and Ikea.
- Brand Archetype Lover (Lover)
Passionate and seductive. Examples are Ferrero, Crodino and Christine le Duc.
Brand archetype test
You probably immediately have an idea of the brand archetype of your fashion business. However, that image may differ from how others see your company, for example employees or your customers. And then it gets interesting. Because in your communication you are not consistent and authentic.
Do you want to know how your company is perceived? Then have this brand archetype test completed by your employees on the one hand and your customers on the other. To do this, open the link to the brand archetype test.
Responding to the needs of target groups
Of course, the archetype also says something about the relationship between fashion brand and customer. Customers do business based on certain motives and needs. They prefer to do business with companies that they recognize, that are authentic, consistent and clearly positioned. Employees are also more motivated if they recognize and feel acknowledged in the story. Storytelling is extremely powerful to propagate your fashion brand with the help of a strong story.
