The archetype. If you’ve ever taken a psychology class, you have probably learned about archetypes and realized that you knew about them all along. Despite the intimidating name, this is what an archetype is:
An archetype (pronounced /ˈɑrkɪtaɪp/) is an original model of a person, ideal example, or a prototype upon which others are copied, patterned, or emulated; a symbol universally recognized by all.
Why am I telling you all of this? Because we all need to be reminded of it from time to time.
Kara and I (Liesel) were reminded when we went to a lecture on Wednesday morning. This topic was discussed along with many other unique branding techniques based on the importance of communication. This discussion about archetypes, by far, was my favorite take away.
What do archetypes have to do with branding?
Well, archetypes fulfill an innate need. As marketers we are always trying to connect with our customers by trying to convey that we can, indeed, fulfill that need. See which archetype you, your company, your clients and your competitors are, then see where it takes you with your marketing efforts:
Motivation: Stability and Control
- Archetype: Creator – one who crafts something new
- Archetype: Caregiver – one who cares for others
- Archetype: Ruler – one who exerts control
Motivation: Belonging and Enjoyment
- Archetype: Jester – one who has fun
- Archetype: Regular Person – one who is fine with who they are
- Archetype: Lover – one who finds and gives love
Motivation: Risk and Mastery
- Archetype: Hero – one who acts courageously
- Archetype: Outlaw – one who breaks the rules
- Archetype: Magician – one who can affect transformation
Motivation: Independence and Fulfillment
- Archetype: Innocent – one who retains/renews faith
- Archetype: Explorer – one who maintains independence
- Archetype: Sage – one who understands the world
Which are you?
Like most people I can see bits of my self in many of these – the same is true for the company. One of the biggest mistakes people make is not identifying with ONE archetype – they try to do too much and that leads to a branding identity crisis.
The best advice is to think hard about this then pick one archetype. Once that is picked, MAKE SURE YOU DELIVER ON THE ARCHETYPAL PROMISE. If you don’t, all of your efforts will have been for naught.
For more on archetypes, go to wikipedia.