Branding is important for all businesses because it helps their customers or clients remember who they are and what they offer. For small- and medium-sized businesses, though, it’s particularly important. If you own a small- or medium-sized business, you should identify and define your brand archetype. Doing so will help you create a stronger connection with your business’s target audience while boosting sales and conversions in the process.
What Is a Brand Archetype?
Most business owners are familiar with the term “branding.” Defined as the process of marketing and promoting a business’s unique elements — logo, tagline, name, slogan, music, color scheme, company culture, customer service, uniforms, etc. — it allows businesses to differentiate themselves from competitors in their industry. But what exactly is a brand archetype?
The term “brand archetype” refers to a metaphorical representation of a business’s brand. Forward-thinking business owners create their brand to achieve a specific image, which is reflected upon their brand archetype.
Some of the most common brand archetypes used by businesses include the following:
- The Innocent: Always honest and upfront, the Innocent uses nostalgia and strong core values to attract customers.
- The Magician: Like a real-life magician, the Magician creates magic by turning customers’ dreams into a reality.
- The Creator: This brand archetype shows how customers can create beautiful, brilliant things using the business’s products or services.
- The Regular Person: Businesses with the Regular Personal brand archetype target ordinary people who need their products or services.
- The Hero: A common brand archetype used by military organizations, the Hero wants customers to step up to the plate to become their own hero.
- The Giver: Also known as the Caregiver, the Giver goes above and beyond the call of duty to care for customers. They emphasize customer service to create a deeper and more personal connection.
- The Ruler: There’s also the Ruler, which seeks to define itself as a leading authority figure that rules above its competitors.
- The Jester: Finally, the Jester uses humor to create happy customers that need a laugh.
Do You Need a Brand Archetype?
In our next article, our Chief Marketing Officer, Chris Holland, continues the conversation with his take on the importance of a related topic, Customer Personas.