Step-by-step instructions for choosing a brand archetype
Posted: Sat Jan 18, 2025 8:39 am
Before a business begins to develop its corporate identity, it is important to find an archetype that will define its identity. For example, a brand may recognize its connection to the Parent type, which is associated with the warmth of a mother's hands, rounded shapes, and calm shades of color. However, if the design is already developed using angular shapes and bright colors, a conflict will arise on a subconscious level.
How to Choose a Brand Archetype
Source: shutterstock.com
If you doubt your ability to fantuan data package independently select the main and additional archetypes, you can always turn to professionals in the field of branding, such as studios and agencies.
“Humanize” the company brand
When describing, use such characteristics that no one has any doubts that we are talking about a person. You can use the following questions:
what is his gender and age;
what he is interested in, what genre of music he likes, what companies attract his attention;
what is the brand's financial reserve, how does it move;
what is his character like;
what values and beliefs influence future decision making.
You can also study associations, write down everything that comes to mind when mentioning services, products or a brand.
Conducting target audience analysis
It is an important step when choosing a product or service of a certain brand. Based on their personal preferences, buyers compare companies by various criteria. Some are looking for the speed of receiving a service, others are interested in having a large assortment, and for others, a sense of security plays a decisive role. In order for the brand archetype to ideally match the needs of the target audience, it is necessary to conduct a detailed study of it.
Defining customers at the level of “men and women aged 25-30 with an average salary” is not enough to provide a complete understanding. To get a more complete picture, it is necessary to study the problems, motives and thoughts of future buyers. This can be done by conducting additional research, for example, by holding a focus group.
By analyzing the clients' responses, you can find out which archetype is dominant for each of them. Then you need to find a common denominator and start choosing one of these paths:
The leading archetype must match the audience type, so it must be understandable and attractive enough for customers to want to interact with it;
The leading archetype may not coincide with the audience model, but it should still be easy for clients to perceive.
By identifying the appropriate archetype and following one of these two paths, a writer can create texts that retain the core meaning while simultaneously engaging and satisfying the target audience.
Make a choice of channels and style of communication with clients
The style of communication with people depends on the archetype. Thus, the Sages and Magicians teach consumers, the Jester entertains, and the Nice Guy communicates on an equal footing, in an open manner.
It is also necessary to determine the company's communication channels with clients. For example, Telegram is predominantly active among young audiences who want to get information as quickly as possible. On the other hand, for publishing long materials, it is preferable to use platforms such as RBC or VC.ru.
Pay attention to similar companies and get to know their archetypes
There are two possible approaches: follow the competitors' path or choose something new. The decision is influenced not only by the brand, but also by the courage of the team.
Download a useful document on the
How to Choose a Brand Archetype
Source: shutterstock.com
If you doubt your ability to fantuan data package independently select the main and additional archetypes, you can always turn to professionals in the field of branding, such as studios and agencies.
“Humanize” the company brand
When describing, use such characteristics that no one has any doubts that we are talking about a person. You can use the following questions:
what is his gender and age;
what he is interested in, what genre of music he likes, what companies attract his attention;
what is the brand's financial reserve, how does it move;
what is his character like;
what values and beliefs influence future decision making.
You can also study associations, write down everything that comes to mind when mentioning services, products or a brand.
Conducting target audience analysis
It is an important step when choosing a product or service of a certain brand. Based on their personal preferences, buyers compare companies by various criteria. Some are looking for the speed of receiving a service, others are interested in having a large assortment, and for others, a sense of security plays a decisive role. In order for the brand archetype to ideally match the needs of the target audience, it is necessary to conduct a detailed study of it.
Defining customers at the level of “men and women aged 25-30 with an average salary” is not enough to provide a complete understanding. To get a more complete picture, it is necessary to study the problems, motives and thoughts of future buyers. This can be done by conducting additional research, for example, by holding a focus group.
By analyzing the clients' responses, you can find out which archetype is dominant for each of them. Then you need to find a common denominator and start choosing one of these paths:
The leading archetype must match the audience type, so it must be understandable and attractive enough for customers to want to interact with it;
The leading archetype may not coincide with the audience model, but it should still be easy for clients to perceive.
By identifying the appropriate archetype and following one of these two paths, a writer can create texts that retain the core meaning while simultaneously engaging and satisfying the target audience.
Make a choice of channels and style of communication with clients
The style of communication with people depends on the archetype. Thus, the Sages and Magicians teach consumers, the Jester entertains, and the Nice Guy communicates on an equal footing, in an open manner.
It is also necessary to determine the company's communication channels with clients. For example, Telegram is predominantly active among young audiences who want to get information as quickly as possible. On the other hand, for publishing long materials, it is preferable to use platforms such as RBC or VC.ru.
Pay attention to similar companies and get to know their archetypes
There are two possible approaches: follow the competitors' path or choose something new. The decision is influenced not only by the brand, but also by the courage of the team.
Download a useful document on the