1. What are Brand Archetypes and Why are They Important?
2. A Brief Overview of Each One and Their Characteristics
3. A Step-by-Step Guide with Examples
4. Tips and Strategies for Creating a Strong Connection
5. The Role of Visuals, Voice, and Values
6. How to Adapt to Changing Markets and Customer Needs?
7. How to Avoid Confusion, Inconsistency, and Stereotypes?
8. How to Apply Brand Archetypes to Your Business and Achieve Your Goals?
brand archetypes are a powerful tool to help you define and communicate your brand's personality, values, and message. They are based on the idea that there are 12 universal and timeless patterns of human behavior that can be used to create a meaningful connection with your customers. By identifying your brand archetype, you can tap into the emotions, desires, and motivations of your target audience and differentiate yourself from your competitors. In this section, we will explore what brand archetypes are, why they are important, and how to use them effectively.
1. What are brand archetypes? Brand archetypes are derived from the concept of archetypes developed by the Swiss psychologist Carl Jung, who believed that there are common and recurring symbols, themes, and characters that appear in the collective unconscious of humanity. These archetypes represent the basic human motivations, such as the need for security, belonging, adventure, or achievement. Brand archetypes apply these archetypes to the world of branding, where they can be used to create a consistent and compelling brand identity and story. There are 12 brand archetypes, each with its own strengths, weaknesses, values, and traits. They are: The Innocent, The Explorer, The Sage, The Hero, The Outlaw, The Magician, The Regular Guy/Girl, The Lover, The Jester, The Caregiver, The Creator, and The Ruler.
2. Why are brand archetypes important? Brand archetypes are important because they help you to understand and communicate your brand's essence, purpose, and personality. They help you to answer questions such as: Who are you as a brand? What do you stand for? How do you want to make your customers feel? What kind of relationship do you want to have with them? By using brand archetypes, you can create a clear and consistent brand voice, tone, and style that resonates with your customers and reflects your brand values. You can also use brand archetypes to craft a compelling brand story that engages your customers and inspires them to take action. Brand archetypes can also help you to differentiate yourself from your competitors and position yourself in the market. By choosing an archetype that aligns with your brand's core values and goals, you can create a unique and memorable brand identity that stands out from the crowd and attracts loyal customers.
3. How to use brand archetypes effectively? To use brand archetypes effectively, you need to first identify your brand archetype. You can do this by analyzing your brand's mission, vision, values, goals, and personality. You can also conduct research on your target audience, competitors, and industry trends. You can use online tools, quizzes, or surveys to help you find your brand archetype. Once you have identified your brand archetype, you need to apply it to your brand strategy and communication. You need to ensure that your brand archetype is reflected in your brand name, logo, slogan, colors, fonts, images, tone, voice, and content. You need to create a consistent and coherent brand experience across all your touchpoints, such as your website, social media, email, packaging, advertising, and customer service. You also need to create a brand story that showcases your brand archetype and connects with your customers on an emotional level. You can use storytelling techniques, such as the hero's journey, to craft a narrative that highlights your brand's values, challenges, solutions, and benefits. You can also use examples, testimonials, or case studies to illustrate your brand archetype in action.
Here are some examples of well-known brands that use brand archetypes:
- The Innocent: The Innocent brand archetype represents purity, simplicity, optimism, and trust. The Innocent brand wants to make the world a better place and appeals to customers who value honesty, innocence, and authenticity. Examples of Innocent brands are Dove, Coca-Cola, and Disney.
- The Explorer: The Explorer brand archetype represents freedom, adventure, discovery, and individuality. The explorer brand wants to explore the world and find new possibilities and experiences. The Explorer brand appeals to customers who value curiosity, independence, and self-reliance. Examples of Explorer brands are Jeep, Patagonia, and Airbnb.
- The Sage: The Sage brand archetype represents wisdom, knowledge, expertise, and truth. The Sage brand wants to understand the world and share its insights and learnings. The Sage brand appeals to customers who value intelligence, logic, and credibility. Examples of Sage brands are Google, Harvard, and TED.
One of the most important aspects of branding is to define your brand personality, which is the way your brand communicates and behaves. Brand personality helps you to connect with your customers on an emotional level, and to differentiate yourself from your competitors. But how do you choose the right personality for your brand? One useful framework is the concept of brand archetypes, which are based on the idea that there are 12 universal and timeless patterns of human behavior that can be applied to brands. In this section, we will give you a brief overview of each of the 12 brand archetypes, and their characteristics, strengths, weaknesses, and examples.
The 12 brand archetypes are:
1. The Innocent: The innocent brand is optimistic, honest, and pure. It appeals to customers who value simplicity, trust, and happiness. The innocent brand promises to deliver quality, safety, and innocence. Examples of innocent brands are Dove, Coca-Cola, and Disney.
2. The Explorer: The explorer brand is adventurous, curious, and independent. It appeals to customers who value freedom, discovery, and self-expression. The explorer brand promises to help customers achieve their dreams, explore new horizons, and live an authentic life. Examples of explorer brands are Patagonia, Jeep, and National Geographic.
3. The Sage: The sage brand is wise, knowledgeable, and authoritative. It appeals to customers who value intelligence, expertise, and truth. The sage brand promises to provide customers with valuable information, insights, and solutions. Examples of sage brands are Google, Harvard, and TED.
4. The Hero: The hero brand is courageous, strong, and confident. It appeals to customers who value achievement, excellence, and empowerment. The hero brand promises to help customers overcome challenges, achieve their goals, and make a positive impact. Examples of hero brands are Nike, FedEx, and BMW.
5. The Outlaw: The outlaw brand is rebellious, provocative, and disruptive. It appeals to customers who value innovation, change, and liberation. The outlaw brand promises to challenge the status quo, break the rules, and create a revolution. Examples of outlaw brands are Harley-Davidson, Apple, and Virgin.
6. The Magician: The magician brand is imaginative, visionary, and transformative. It appeals to customers who value creativity, inspiration, and wonder. The magician brand promises to create magical experiences, make the impossible possible, and bring customers' visions to life. Examples of magician brands are Disney, Tesla, and Netflix.
7. The Lover: The lover brand is passionate, sensual, and romantic. It appeals to customers who value beauty, pleasure, and intimacy. The lover brand promises to make customers feel attractive, desired, and loved. Examples of lover brands are Victoria's Secret, Chanel, and Godiva.
8. The Caregiver: The caregiver brand is compassionate, nurturing, and supportive. It appeals to customers who value service, generosity, and protection. The caregiver brand promises to take care of customers, help them grow, and make them feel safe. Examples of caregiver brands are Johnson & Johnson, Campbell's, and Volvo.
9. The Jester: The jester brand is fun, playful, and humorous. It appeals to customers who value joy, entertainment, and laughter. The jester brand promises to make customers smile, have fun, and enjoy life. Examples of jester brands are Ben & Jerry's, M&M's, and Old Spice.
10. The Ruler: The ruler brand is powerful, influential, and prestigious. It appeals to customers who value leadership, success, and control. The ruler brand promises to provide customers with status, authority, and stability. Examples of ruler brands are Rolex, Mercedes-Benz, and American Express.
11. The Creator: The creator brand is innovative, artistic, and expressive. It appeals to customers who value originality, self-expression, and quality. The creator brand promises to help customers express themselves, create something new, and make a difference. Examples of creator brands are Lego, Adobe, and IKEA.
12. The Regular Guy/Gal: The regular guy/gal brand is friendly, relatable, and down-to-earth. It appeals to customers who value belonging, honesty, and loyalty. The regular guy/gal brand promises to connect with customers, understand their needs, and make them feel comfortable. Examples of regular guy/gal brands are Levi's, Budweiser, and Walmart.
These are the 12 brand archetypes that can help you define your brand personality and appeal to your customers. By choosing the archetype that best matches your brand's values, goals, and identity, you can create a consistent and compelling brand story that resonates with your target audience.
A Brief Overview of Each One and Their Characteristics - Brand Archetypes: How to Use Brand Archetypes to Define Your Brand Personality and Appeal to Your Customers
One of the most important aspects of building a strong brand identity is to understand your brand archetype. A brand archetype is a set of characteristics, values, and traits that define the personality and voice of your brand. By identifying your brand archetype, you can create a consistent and authentic image that resonates with your target audience and differentiates you from your competitors. In this section, we will show you how to identify your brand archetype using a step-by-step guide with examples. Here are the steps you need to follow:
1. Review the 12 brand archetypes and their descriptions. The 12 brand archetypes are based on the work of psychologist Carl Jung, who proposed that there are 12 universal patterns of human behavior and motivation. Each archetype represents a different way of expressing oneself and relating to others. The 12 brand archetypes are: The Innocent, The Explorer, The Sage, The Hero, The Outlaw, The Magician, The Regular Guy/Gal, The Lover, The Jester, The Caregiver, The Creator, and The Ruler. You can find a detailed description of each archetype and some examples of brands that embody them here: https://www.bing.com/search?q=12+brand+archetypes
2. Identify your brand's core values, mission, and vision. Before you can choose your brand archetype, you need to have a clear understanding of what your brand stands for, what it aims to achieve, and how it wants to be perceived by your customers. You can use these questions to help you define your brand's core values, mission, and vision:
- What is the purpose of your brand? Why does it exist?
- What are the benefits and values that your brand offers to your customers?
- What are the emotions and feelings that your brand evokes in your customers?
- How do you want your customers to describe your brand?
- What are the personality traits that your brand exhibits?
- What are the goals and aspirations that your brand has?
3. Match your brand's attributes to the most suitable archetype. Once you have a clear picture of your brand's identity, you can compare it to the 12 brand archetypes and see which one matches the most. You can use these criteria to help you select your brand archetype:
- Which archetype reflects your brand's values and beliefs?
- Which archetype aligns with your brand's mission and vision?
- Which archetype resonates with your target audience and their needs and desires?
- Which archetype differentiates your brand from your competitors and makes it stand out?
- Which archetype is consistent and authentic to your brand's voice and tone?
4. Create a brand story and a brand personality based on your archetype. After you have chosen your brand archetype, you can use it to craft a compelling brand story and a distinctive brand personality that will communicate your brand's essence to your customers. You can use these tips to help you create your brand story and personality based on your archetype:
- Use your archetype as a guide to create a narrative that explains your brand's origin, journey, and vision.
- Use your archetype as a source of inspiration to create a tone of voice, a style of communication, and a visual identity that match your brand's personality.
- Use your archetype as a tool to connect with your customers on an emotional level and to create a loyal and engaged community around your brand.
- Use your archetype as a way to express your brand's values and beliefs and to inspire your customers to take action.
Some examples of brand stories and personalities based on different archetypes are:
- The Innocent: The Innocent archetype represents purity, simplicity, and optimism. Brands that use this archetype aim to offer happiness, comfort, and satisfaction to their customers. They often use bright colors, simple fonts, and cheerful images to convey their message. An example of an Innocent brand is Coca-Cola, which uses the slogan "The Pause That Refreshes" and the image of a polar bear to create a sense of joy and refreshment.
- The Explorer: The Explorer archetype represents adventure, freedom, and discovery. Brands that use this archetype aim to offer excitement, challenge, and exploration to their customers. They often use bold colors, rugged fonts, and dynamic images to convey their message. An example of an Explorer brand is Jeep, which uses the slogan "Go Anywhere. Do Anything." and the image of a mountain to create a sense of adventure and possibility.
- The Sage: The Sage archetype represents wisdom, knowledge, and truth. Brands that use this archetype aim to offer insight, guidance, and expertise to their customers. They often use muted colors, elegant fonts, and minimalist images to convey their message. An example of a Sage brand is Google, which uses the slogan "Don't Be Evil" and the image of a search bar to create a sense of trust and authority.
One of the most important aspects of building a successful brand is to understand who your ideal customers are and what they value. By knowing your target audience, you can create a brand personality that resonates with them and appeals to their emotions, needs, and aspirations. A brand archetype is a tool that helps you define your brand personality based on a set of universal characters that have been used in stories and myths for centuries. Each archetype represents a different way of being, thinking, and acting in the world, and has its own strengths, weaknesses, motivations, and values. By choosing a brand archetype that matches your target audience, you can create a strong connection with them and differentiate yourself from your competitors. Here are some tips and strategies for aligning your brand archetype with your target audience:
1. Identify your target audience's pain points, desires, and goals. The first step to aligning your brand archetype with your target audience is to understand what problems they are facing, what they want to achieve, and what motivates them. You can use tools such as surveys, interviews, focus groups, or social media analytics to gather insights about your target audience. You can also create buyer personas that represent your ideal customers and their characteristics, such as demographics, psychographics, behavior, and preferences.
2. Choose a brand archetype that reflects your target audience's values and aspirations. Once you have a clear picture of your target audience, you can choose a brand archetype that matches their values and aspirations. There are 12 main brand archetypes, each with its own personality traits, tone of voice, color palette, and imagery. You can use online quizzes, books, or articles to help you find your brand archetype. Here are the 12 brand archetypes and their descriptions:
- The Innocent: The innocent brand archetype is optimistic, pure, and honest. It appeals to customers who value simplicity, trust, and happiness. Examples of innocent brands are Dove, Coca-Cola, and Disney.
- The Explorer: The explorer brand archetype is adventurous, curious, and independent. It appeals to customers who value freedom, discovery, and self-expression. Examples of explorer brands are Jeep, Patagonia, and National Geographic.
- The Sage: The sage brand archetype is wise, knowledgeable, and authoritative. It appeals to customers who value intelligence, expertise, and truth. Examples of sage brands are Google, Harvard, and TED.
- The Hero: The hero brand archetype is courageous, confident, and inspiring. It appeals to customers who value strength, achievement, and impact. Examples of hero brands are Nike, FedEx, and Tesla.
- The Outlaw: The outlaw brand archetype is rebellious, daring, and disruptive. It appeals to customers who value innovation, change, and authenticity. Examples of outlaw brands are Harley-Davidson, Apple, and Virgin.
- The Magician: The magician brand archetype is creative, visionary, and transformative. It appeals to customers who value imagination, possibility, and magic. Examples of magician brands are Disney, Lego, and Netflix.
- The Lover: The lover brand archetype is passionate, sensual, and romantic. It appeals to customers who value beauty, intimacy, and pleasure. Examples of lover brands are Victoria's Secret, Chanel, and Godiva.
- The Caregiver: The caregiver brand archetype is nurturing, compassionate, and supportive. It appeals to customers who value service, care, and generosity. Examples of caregiver brands are Johnson & Johnson, Campbell's, and UNICEF.
- The Jester: The jester brand archetype is fun, playful, and humorous. It appeals to customers who value joy, entertainment, and laughter. Examples of jester brands are Ben & Jerry's, M&M's, and Old Spice.
- The Ruler: The ruler brand archetype is powerful, influential, and prestigious. It appeals to customers who value leadership, stability, and success. Examples of ruler brands are Mercedes-Benz, Rolex, and American Express.
- The Creator: The creator brand archetype is artistic, innovative, and expressive. It appeals to customers who value originality, creativity, and self-actualization. Examples of creator brands are Adobe, IKEA, and Moleskine.
- The Regular Guy/Gal: The regular guy/gal brand archetype is friendly, relatable, and down-to-earth. It appeals to customers who value belonging, community, and honesty. Examples of regular guy/gal brands are Levi's, Budweiser, and IKEA.
3. Communicate your brand archetype through your brand identity and story. Once you have chosen your brand archetype, you need to communicate it consistently and effectively through your brand identity and story. Your brand identity includes elements such as your logo, name, slogan, colors, fonts, and images. Your brand story includes elements such as your mission, vision, values, personality, and tone of voice. You can use these elements to create a memorable and distinctive brand that connects with your target audience on an emotional level. For example, if your brand archetype is the explorer, you can use a logo that represents exploration, such as a compass, a name that suggests adventure, such as Adventure Travel, a slogan that inspires curiosity, such as "Discover the world with us", colors that evoke nature, such as green and blue, fonts that convey movement, such as Arial, and images that show exotic destinations, such as mountains, jungles, and oceans. You can also tell a brand story that showcases your passion for travel, your expertise in finding the best deals, and your commitment to providing unforgettable experiences.
4. engage your target audience with your brand archetype through your marketing and customer service. The final step to aligning your brand archetype with your target audience is to engage them with your brand archetype through your marketing and customer service. You can use various channels and platforms, such as your website, social media, email, blog, podcast, video, or events, to showcase your brand archetype and interact with your target audience. You can also use your brand archetype to guide your customer service and create a positive and lasting impression. For example, if your brand archetype is the lover, you can use your website to display testimonials from satisfied customers, your social media to share romantic tips and stories, your email to send personalized offers and discounts, your blog to write about the latest trends and styles, your podcast to interview experts and influencers, your video to demonstrate your products and services, or your events to host exclusive parties and workshops. You can also use your brand archetype to provide exceptional customer service and make your customers feel special, such as by sending thank-you notes, giving free samples, or offering loyalty programs.
By following these tips and strategies, you can align your brand archetype with your target audience and create a strong connection with them. By doing so, you can increase your brand awareness, loyalty, and profitability, and stand out from your competitors. Remember, your brand archetype is not just a label, but a way of expressing your brand personality and values, and connecting with your customers on a deeper level.
Once you have identified your brand archetype, you need to communicate it effectively to your target audience. This is where the role of visuals, voice, and values comes in. These are the three main elements that shape your brand identity and personality, and help you stand out from the competition. In this section, we will explore how to use these elements to convey your brand archetype and appeal to your customers.
1. Visuals: Visuals are the first thing that people notice about your brand. They include your logo, color scheme, typography, imagery, and overall design. Visuals should reflect your brand archetype and create an emotional connection with your customers. For example, if your brand archetype is the Hero, you may want to use bold and striking visuals that convey strength, courage, and action. If your brand archetype is the Lover, you may want to use warm and sensual visuals that convey passion, romance, and intimacy. Some examples of brands that use visuals to communicate their archetypes are Nike, Coca-Cola, Apple, and Victoria's Secret.
2. Voice: voice is the way you communicate with your customers through words and tone. It includes your brand name, slogan, tagline, copy, and content. voice should reflect your brand archetype and create a consistent and memorable impression. For example, if your brand archetype is the Jester, you may want to use humorous and playful voice that conveys fun, joy, and entertainment. If your brand archetype is the Sage, you may want to use informative and authoritative voice that conveys wisdom, knowledge, and expertise. Some examples of brands that use voice to communicate their archetypes are Old Spice, Mailchimp, TED, and harvard Business review.
3. Values: values are the core beliefs and principles that guide your brand. They include your mission, vision, purpose, and culture. Values should reflect your brand archetype and create a loyal and trusting relationship with your customers. For example, if your brand archetype is the Caregiver, you may want to express values such as compassion, generosity, and service. If your brand archetype is the Rebel, you may want to express values such as innovation, disruption, and freedom. Some examples of brands that use values to communicate their archetypes are Patagonia, Airbnb, Tesla, and Netflix.
By using these three elements, you can communicate your brand archetype effectively and create a unique and appealing brand personality. Remember, your brand archetype is not just a label, but a story that you tell to your customers. Make sure your story is authentic, consistent, and compelling.
The Role of Visuals, Voice, and Values - Brand Archetypes: How to Use Brand Archetypes to Define Your Brand Personality and Appeal to Your Customers
One of the challenges of using brand archetypes is that they are not static. They can and should evolve over time to reflect the changes in the market, the customer needs, and the brand vision. A brand archetype that worked well in the past may not be as effective or relevant in the present or the future. Therefore, it is important to monitor and update your brand archetype periodically to ensure that it aligns with your brand identity and strategy. In this section, we will discuss how to evolve your brand archetype over time and how to adapt to changing markets and customer needs. We will cover the following topics:
1. Why you should evolve your brand archetype over time: The benefits of updating your brand archetype to stay current and competitive.
2. How to assess your current brand archetype: The steps to evaluate your existing brand archetype and identify its strengths and weaknesses.
3. How to choose a new or modified brand archetype: The factors to consider when selecting a new or modified brand archetype that suits your brand goals and values.
4. How to communicate your evolved brand archetype: The best practices to convey your evolved brand archetype to your internal and external stakeholders.
1. Why you should evolve your brand archetype over time
Brand archetypes are not meant to be rigid or fixed. They are meant to be flexible and dynamic, adapting to the changing needs and preferences of your customers and the market. Evolving your brand archetype over time can help you achieve the following benefits:
- Stay relevant and resonant: Your customers' needs, wants, and expectations may change over time due to various factors, such as social trends, economic conditions, technological innovations, environmental issues, etc. If your brand archetype does not reflect these changes, you may lose your connection and appeal with your customers. For example, if your brand archetype is the Explorer, but your customers are more interested in stability and security than adventure and freedom, you may need to adjust your brand archetype to match their new mindset.
- Stay differentiated and competitive: Your competitors may also use brand archetypes to position themselves in the market and attract customers. If your brand archetype is too similar or outdated compared to your competitors, you may lose your edge and uniqueness. For example, if your brand archetype is the Hero, but your competitors are also using the Hero archetype with more compelling stories and actions, you may need to differentiate your brand archetype to stand out from the crowd.
- Stay aligned and consistent: Your brand vision, mission, values, and goals may also change over time due to various factors, such as organizational growth, strategic shifts, product launches, etc. If your brand archetype does not align with these changes, you may create confusion and inconsistency in your brand identity and strategy. For example, if your brand archetype is the Innocent, but your brand vision is to challenge the status quo and disrupt the industry, you may need to align your brand archetype with your brand vision.
How to Adapt to Changing Markets and Customer Needs - Brand Archetypes: How to Use Brand Archetypes to Define Your Brand Personality and Appeal to Your Customers
Brand archetypes are a powerful tool to help you define your brand personality and appeal to your customers on an emotional level. However, using brand archetypes is not as simple as picking one that sounds good and applying it to your brand. There are some common mistakes that you should avoid when using brand archetypes, otherwise you might end up confusing, inconsistent, or stereotypical in your branding. In this section, we will discuss some of these mistakes and how to avoid them.
- Mistake #1: Choosing an archetype that does not match your brand values, vision, or mission. One of the most important steps in using brand archetypes is to choose one that aligns with your brand's core identity and purpose. If you choose an archetype that contradicts or clashes with your brand values, vision, or mission, you will create a disconnect between your brand and your customers, and you will lose credibility and trust. For example, if your brand values innovation and creativity, choosing the Ruler archetype, which is associated with authority and stability, might not be the best fit. Instead, you might want to consider the Creator archetype, which is all about expressing your unique vision and making something new and valuable.
- Mistake #2: Mixing or switching archetypes without a clear reason. Another common mistake is to use more than one archetype for your brand, or to change your archetype over time without a clear reason. This can create confusion and inconsistency in your brand personality, and make it harder for your customers to relate to your brand. For example, if your brand started as the Rebel archetype, which is rebellious, disruptive, and challenging the status quo, and then suddenly switched to the Caregiver archetype, which is nurturing, compassionate, and supportive, your customers might wonder what happened to your brand and what you stand for. Instead, you should stick to one archetype that reflects your brand's essence, or if you do decide to change your archetype, you should have a clear reason and communicate it to your customers.
- Mistake #3: Using archetypes in a superficial or clichéd way. The last common mistake is to use archetypes in a superficial or clichéd way, without adding any depth or nuance to your brand personality. This can make your brand seem stereotypical, boring, or generic, and fail to differentiate your brand from your competitors. For example, if your brand is the Hero archetype, which is courageous, adventurous, and heroic, you should not just use the typical symbols and imagery of the Hero, such as swords, shields, or capes. Instead, you should find ways to show how your brand is a Hero in your specific industry, niche, or market, and how you help your customers overcome their challenges and achieve their goals.
Entrepreneurs are not driven by fear; they are driven by the idea to create impact.
You have reached the end of this blog post on brand archetypes. By now, you should have a clear understanding of what brand archetypes are, how they can help you define your brand personality, and how they can appeal to your customers. In this final section, we will summarize the main points of the blog and give you some practical tips on how to apply brand archetypes to your business and achieve your goals. Here are some of the things you should keep in mind when using brand archetypes:
1. Choose the right archetype for your brand. There are 12 main brand archetypes, each with its own strengths, weaknesses, values, and motivations. You should choose the one that best reflects your brand's core identity, mission, and vision. You can also combine two or more archetypes to create a unique and differentiated brand personality. For example, Apple is a combination of the Creator, the Explorer, and the Outlaw archetypes.
2. Know your target audience and their needs. Once you have chosen your brand archetype, you should research your target market and understand their needs, desires, fears, and aspirations. You should also identify their preferred communication channels, media preferences, and consumption habits. This will help you tailor your brand message, tone, and style to resonate with them and create an emotional connection. For example, Nike uses the Hero archetype to inspire and motivate its customers to overcome their challenges and achieve their goals.
3. Be consistent and authentic. One of the most important aspects of using brand archetypes is to be consistent and authentic in your brand communication and expression. You should align your brand name, logo, slogan, colors, fonts, images, videos, stories, and other elements with your chosen archetype. You should also ensure that your brand values, promises, and actions are consistent with your archetype. This will help you build trust, loyalty, and credibility among your customers and stakeholders. For example, Coca-Cola uses the Innocent archetype to convey a sense of happiness, optimism, and simplicity in its brand communication and expression.
4. Monitor and measure your brand performance. Finally, you should monitor and measure your brand performance and evaluate how well your brand archetype is working for your business. You should use various metrics and indicators, such as brand awareness, recognition, recall, preference, loyalty, advocacy, equity, and value. You should also collect feedback from your customers and stakeholders and analyze their satisfaction, engagement, and retention. This will help you identify your brand strengths, weaknesses, opportunities, and threats and make necessary adjustments and improvements. For example, Starbucks uses the Magician archetype to create a sense of wonder, transformation, and experience in its brand performance and evaluation.
How to Apply Brand Archetypes to Your Business and Achieve Your Goals - Brand Archetypes: How to Use Brand Archetypes to Define Your Brand Personality and Appeal to Your Customers
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