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The Three Levels of Brand Archetypes
Ryker Taylor
May 11, 2020

Brand personality is a thing that can make you stand out from your competitors. It also helps you to bring more customers and financiers to your side. Brand personality mostly covers the character traits of your organization. You have to possess a unique personality that will make your brand successful. 

Developing a brand and marketing strategy can be expensive, but starting on the right foot can save you a lot of time and money. We created The Rulebook to help you better understand who you are as a brand, who your tribe is (VIP Customers), and what marketing elements you should start with to succeed. The rulebook starts with defining who your brand is by using archetypes that give your brand human characteristics.

What are brand archetypes?  Archetypes are built on Carl Jung’s theory, which states that humans like using symbolism to know certain concepts better. The Swiss psychologist pointed out 12 patterns, each with a persuasive identity. 

The 12 archetypes have qualities, beliefs, and attitudes. This concept has been put into proper use by those in the marketing and advertising sector to come up with brand archetypes. Brand archetypes can simply be defined as thinking models that have made consumers relate more with the aspirations of a particular brand.

These models can give a brand new life. Archetypes are broad and represent the desire and basic requirements of consumers. It makes them feel closer to a particular company and the products or services they have to offer. You should, therefore, align your brand to an archetype and make your personality feel familiar to consumers. This provides room for consistent communication that is more natural.

The 12 brand archetypes include:

  • The Jester
  • The Lover 
  • The Innocent
  • The Sage
  • The Everyman
  • The Magician
  • The Explorer
  • The Hero
  • The Friend
  • The Caregiver
  • The Creator
  • The Royalty

These archetypes are defined by their goals, drawbacks, traits, and marketing niche. You can have one or more of these that are characterized into three different levels. They include primary, secondary, and tertiary. The main archetype you possess acts as the primary type, and others will come in as secondary and tertiary types.

How Primary, Secondary and Tertiary Archetypes Work Together?

Aligning your brand with more than one type of archetype is not bad at all. Those that stick to one type can, in several instances, display qualities of other patterns. This is because some may have coinciding qualities. Primary, secondary and tertiary archetypes will make your brand extra unique. Clients can relate to different models, which is essential for brand development. What you should understand is that your secondary and tertiary archetypes determine the strength of your primary one.

The three levels combine to boost your brand personality. This is because more clients will relate to your business. Choosing different archetypes that correlate helps your audience connect to your brand more naturally. This can have a positive impact on the sales you make and also boost your profitability. A single archetype mostly defines businesses, but you can pick more that will work in your favor. Identifying the key motivation of each model is essential because that is what will help you connect with your audience.

Identify Which Archetype is Primary

Identifying an archetype that is primary for your brand is essential. It helps you build and focus on a bigger target audience that will have a positive impact on your brand. With over 12 archetypes, identifying one that is primary may prove to be a strenuous task for most companies. It is somewhat easier for startups or those that are new in the business. Existing companies may have a difficult time deciding their primary archetype. Some have been forced to rebrand to settle for an original pattern that will make their brands stronger and help their audience relate to them more.

Here is what you need to consider to identify which archetype is primary. 

Company Culture

The archetype you plan to choose as your primary type should be a proper representation of what your company stands for. Take time to analyze your company better. This will help you understand your culture and how things work. Failure to carry out proper analysis will make you settle for a primary archetype that does not relate to your brand. Such a decision can make your brand appear fake. Understand what your company stands for to choose the right primary archetype. 

Know Your Core Values

You should also understand the core values of your company to know which archetype is primary. How you utilize your brand values in your daily activities is important. Look at the feedback you get from your clients whenever you implement your core values. Understanding your core values better will help you identify which archetype is primary.

Consider Your Competition

Competition is a common thing in most sectors. How you handle it is all that matters. You should come up with unique strategies that will give you an edge over your competitors. One thing you can try out is opting for a primary archetype that is different from what your competitors have. It can be difficult because you will only come across certain types that work perfectly in your industry. Look for an archetype that is different from what your competitors are using. You should also make sure it stands out for your brand.

Benefits of a Unified Brand Voice

Building a brand is essential if you want to have a smooth time marketing yourself. It helps in boosting the visibility of your company. Apart from the image, you also need to focus on your spoken identity. That is the key reason why brand voice matters a lot. This is simply how you communicate with your clients. You should have a proper style of communication that is impactful to your brand. Having a unified brand voice benefits your business in so many ways. They include:

Improving Customer Loyalty

Retaining your customers is essential if you want to keep growing as a business. Having a unified brand voice is one of the tricks that can help you keep your customers for a long time. Changing your brand voice more often results in a lack of trust, and this will make you lose your customer base. You should have a unique brand voice to keep your clients and attract more.

Improving Brand Reputation

Having a unique style of communication is also good for the reputation of your brand. Most customers will want to associate with you because of the quality of service you offer. They will understand the kind of approach to expect from you when they need help. It is also vital for the growth of your brand.

Good for Competition

Competition is rife in most industries. The perfect solution is coming up with strategies that will give you an edge over your competitors. A unique brand voice can keep you ahead in your industry. Most clients will choose your brand because of a unique style of communication. You can also use your brand voice to help customers understand why you are the best in your industry.

You should choose the right archetype for your brand identity and settle for a unique communication style that will help your business grow. 

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