Brand Strategy
Nowadays, people are bombarded with marketing messages left and right. How do you ensure that your brand stands out from the competition then? No matter what marketing strategies you use, always make sure that your story is at the heart of everything. Your story is what will make people remember you, and it's what will help you connect with your audience on a deeper level. So take the time to craft a brand that you can be proud of, and that will make people want to continue doing business with you for years to come.
Once you have a general idea of what you want to say, it's time to start fleshing out the details. Start by thinking about the beginning, middle, and end of your story. What happened before your brand came into existence? How did it come to be? And what impact has it had since then? As you're writing, keep your audience in mind. What will they find interesting or surprising about your story? How can you make them feel invested in your brand? Remember, the goal is to create a story that people will want to share with others. So make sure it's something that you're proud of and that shows off what makes your brand special.
Jane Steel: How Carl Jung's 12 Character Archetypes Apply To Branding
According to Jane Steel, Global Strategy Director at Jones Knowles Ritchie. She recommends one method using psychologist Carl Jung’s character archetypes as a tool. There are 12 different archetypes that a brand could fall into.
Think about the beginning, middle, and end of your story. What happened before your brand came into existence? How did it come to be? And what impact has it had since then?
As you're writing, keep your audience in mind. When it comes to crafting a brand that will resonate with your target audience, the archetype framework can be an extremely useful tool. Emotive brands are those that tap into the deep-seated psychological needs of their consumers, and the 12 brand archetypes provide a helpful framework for doing just that.
How Emotive Brands Created Using The Brand Archetype Framework?
When it comes to crafting a brand that will resonate with your target audience, the archetype framework can be an extremely useful tool.
Emotive brands are those that tap into the deep-seated psychological needs of their consumers, and the 12 brand archetypes provide a helpful framework for doing just that.
Remember, your brand is more than just a logo or a slogan—it's the emotional connection that you have with your customers.
Take advantage of the power of archetypes to create an emotive brand that will speak to your consumers on a deep, subconscious level.
So, how can you use this framework to create an emotive brand? Let's take a look at each of the 12 archetypes in turn and see how they might be applied.
01. The Innocent: This archetype appeals to our need for innocence and simplicity in a world that can often feel complicated and overwhelming. Your brand should focus on being trustworthy, optimistic, and genuine.
02. The Explorer: The explorer archetype is all about freedom, adventure, and discovery. it speaks to our need for adventure and excitement in our lives. Your brand should focus on being authentic, adventurous, and bold.
03 The Sage: The sage archetype is all about knowledge, wisdom, and understanding. This archetype appeals to our need for knowledge and understanding in a world that can often feel confusing and chaotic. Your brand should focus on being intelligent, informative, and insightful.
04. The Hero: The hero archetype is all about courage, strength, and determination. This archetype appeals to our need for heroism and courage in a world that can often feel dark and dangerous. Your brand should focus on being brave, innovative, and inspiring.
05 The Caregiver: The caregiver archetype is all about care, compassion, and nurturing. This archetype appeals to our need for care and compassion in a world that can often feel harsh and uncaring. Your brand should focus on being caring, compassionate, and generous.
06. The Creator: The creator archetype is all about creativity, self-expression, and originality. It is a self-expression and creativity in a world that can often feel stifling and restrictive. Your brand should focus on being creative, original, and authentic.
07. The Outlaw: This archetype appeals to our need for independence and self-reliance in a world that can often feel restrictive and stifling. Your brand should focus on being edgy, independent, and authentic.
09 The Lover: The lover archetype is all about passion, intimacy, and connection. Need for connection in a world that can often feel cold and lonely. Your brand should focus on being romantic, and intimate.
11. The Ruler: This archetype appeals to our need for power and success in a world that can often feel unfair and unjust. Your brand should focus on being powerful, successful, and influential.
08. The Magician: This is all about transformation, imagination, and possibility and routine. Your brand should focus on being creative, imaginative, and innovative.
10. The Jester: The jester archetype is all about fun, playfulness, and irreverence. This archetype appeals to our need for fun and excitement in a world that can often feel serious and heavy. Your brand should focus on being playful, entertaining, and lighthearted.
12. The Regular Guy/Gal: The regular guy/gal archetype is all about ordinariness, approachability, and relatability. Your brand should focus on being down-to-earth, relatable, and approachable.
So, make sure you select archetypes that best resonates with your brand's mission and values. Then, use the tips above to infuse your branding with the power of emotion. By doing so, you'll create a brand that connects with its audience on a deeper level and stands out from the competition.
Your brand is what other people say about you when you're not in the room. So, if you want to build a strong brand, make sure your messaging is on point. Your brand is what other people say about you when you're not in the room, so if you want to build a strong brand, make sure your messaging is on point. Keep your audience in mind as you craft your content, and ensure that everything you put out there speaks to your values and strengths.
What is the value of your brand strategy?
It can be easy to get caught up in the tactical aspects of building a brand without first taking a step back to consider what you're trying to achieve. Your brand strategy should start with a clear understanding of what your goals are. Once you know what you're aiming for, you can begin to craft a plan that will help you get there. Building a strong brand is an essential part of any business strategy, so it's important to get it right. With a little planning and forethought, you can create a powerful brand that will serve you well for years to come.
Start With Brand Strategy Key Concepts & Steps
Nowadays, businesses need to have a clear brand strategy to succeed. Your brand is your most valuable asset, and it needs to be carefully nurtured and managed. A brand strategy is a long-term plan that sets out the direction you want your brand to take. It takes into account your business objectives, target audience, competitive landscape, and positioning. Your brand strategy should be designed to help you achieve your business goals. It should be flexible enough to adapt as your business grows and changes over time.
Here are some key concepts and steps you need to know about how to start with brand strategy:
Clearly define your business objectives. What are you trying to achieve with your business? What are your goals? Your objectives will help to shape and guide your brand strategy. They should be specific, measurable, achievable, relevant, and time-bound.
Get to know your target audience. Who are they? What do they want? What needs do they have? Knowing your target audience is essential for creating a successful brand strategy. To appeal to them, you need to understand their needs and wants.
Conduct a SWOT (strengths, weaknesses, opportunities, threats) analysis of your business. This will help you to identify the key areas you need to focus on in your brand strategy.
Develop your position statement. This is a short, clear, and concise statement that articulates what your business does and how it is different from the competition.
Create your brand identity by developing your logo, tagline, strapline, colors, and fonts. Your brand identity should be consistent across all of your marketing materials.
Use traditional marketing channels such as advertising, public relations, and events to promote your brand. Or you can use digital channels such as social media, email marketing, and content marketing. Whatever channels you use, make sure your brand message is consistent and that you are promoting your brand regularly.
Following these steps will help you to create a successful brand strategy for your business. Remember, your brand is your most valuable asset. Treat it with care and it will help you to achieve your business goals.
If you want to learn more about how you can improve your brand better contact Holum Studio for a free consultation.
The Psychology Of Brand Personality
Whether we are attractive or unattractive, fascinating or uninteresting, endearing or repelling, depends on our personality. A brand is the same.
Furthermore, a strong brand personality provides your business with a human face, which makes it stand out among its rivals in a crowded market.
Your brand's personality reveals whether it is adventurous or cautious, jovial or serious, trustworthy or doubtful. In addition, brands that cater to businesses need to have a strong brand personality just as much as those that serve consumers. Whether or not they are aware of it, consumers in both sectors are looking for a brand that speaks to them in a relatable and human way.
What is a brand personality, then? Why is it important, too? In the lines that follow, we go into more detail on personality to assist you in giving your brand a personality that won't be easily forgotten.
Why Does Brand Personality Matter?
A wide range of distinctive, enduring emotional, cognitive, and behavioral characteristics make up a brand personality.
Your brand's personality is what you would describe it as if it were a person. Like people, brands have distinguishing traits that result from how they perceive and process the world. A strong brand can be distinguished from a weak one by the sincerity and consistency with which these traits are presented. The personality of a brand affects the choices made for design and communication.
Like Apple has defined itself as a sleek, intrepid explorer, the best brand personalities are instantly recognizable and intensely relatable.
What Is Brand Personality?
Brand uniqueness and positioning are greatly influenced by brand personality. A corporation is humanized by a strong brand personality, which gives it depth and complexity and increases its relatability to its target market.
It is a feature of your brand that people can relate to and identify with. As a result, it has a big impact on increasing brand equity, developing brand loyalty, and boosting customer acquisition.
Customers of Starbucks and BMW can't imagine themselves driving anything else, respectively, because of their personalities.
01. Drives Competitive Differentiation
One of the key elements in setting your business apart from the competition is its personality. Depending on a person's personality, the same good or service can be advertised in very different ways.
The secret is to develop a personality that is true to your company, enduring over time, and relatable to your target client.
02. Boosts Brand Awareness
Your brand experience becomes identifiable and memorable when it has a distinct brand personality. The essential elements of brand awareness are these.
Brand awareness is more than just potential buyers learning about your company through advertising and promotion. In order to move from recognition to preference, it is also important to raise existing customers' awareness of the brand.
The Brand Personality Framework
Sincerity, enthusiasm, competence, sophistication, and ruggedness are the five main qualities that make up the Brand Personality Framework, which classifies various brand personality types. In a landmark publication for The Journal of Marketing Research, branding and marketing specialist Jennifer Aaker provided the first definition of these characteristics. Brand personality features are used to further define each dimension, and it is the mix of these traits that gives a brand its unique identity and recognizability. Numerous of the top brands in the world exhibit the various types of brand personality listed below. When determining where your own brand falls on the various brand personality spectrums, the goal is to identify brand personality traits that are intentionally linked to your positioning, such as your brand compass, core values, and brand archetype.
1. Sincerity
Sincerity is a desirable trait for all brands, of course, but sincerity as a dimension of brand personality is only appropriate for brands that are upstanding, sincere, joyful, and real.
The hotel, food service, and safety industries are frequently home to brands with these distinguishing characteristics. Consider Hallmark, Oprah, Pampers, Campbell's Soup, and Allstate.
2. Excitement
Brands in the excitement dimension have characteristics like being bold, dynamic, imaginative, and cutting-edge. They are frequently marketed to younger populations.
Excitement brands use cool celebrity endorsements or high-octane advertising to awaken wonder or thrills. Nike, MTV, Disney, GoPro, and Red Bull are a few examples.
3. Competence
A competent brand is dependable, perceptive, and prosperous. Brands that fit this personal attribute are strong pillars of trust and self-assured thinkers.
Consider the names of companies in the financial, insurance, medical, and logistical sectors, to mention a few. Chase, UPS, Volvo, Microsoft, and Blue Shield are a few examples.
4. Sophistication
Refined, opulent, and charming characteristics describe brands in the sophistication dimension. These are high-end brands intended for an elite, status-conscious market.
Although they are common in fashion, luxury, and the automobile industry, brands in the sophistication dimension span many different industries. Consider brands like Nescafé, Apple, Mercedes, Apple Pay, and Hermes.
How To Define Your Brand Personality Traits
Since personal features are inherently human characteristics, thinking of your brand as a person makes it easiest to express its personality. Here is where branding psychology is useful. Similar to a person's personality, a brand can be classified into four separate components, including emotions, intelligence, characteristics, and behaviors.
01. Emotion Vs. Intelligence
Some brands, like people, are more emotionally driven by zeal or passion than others. And some are more intelligently motivated, motivated by logical thought and reasoned analysis.
An emotion-driven brand is very different from its intelligence-driven counterpart in terms of appearance and feelings.
You can identify your brand's more concrete features and behaviors by knowing where they fall on the EQ-to-IQ scale.
02. Characteristics Vs. Behaviors
Characteristics are how people connect with a brand and judge it. They are its most obvious external characteristics. For instance, one may describe Harley Davidson as tough and manly.
In contrast, a brand's behaviors are how it behaves in relation to the environment. As we will see further down, Red Bull, for instance, is brave and adventurous, supporting competitions that push the boundaries of extreme performance.
Where Does Brand Personality Come To Life?
Much like with people, the personality of a brand has a significant impact on where it fits in the world, much like with people. We might look for signs of brand personality in a brand's appearance, tone of voice, and behavior.
1. Look:
The visual identity of a brand is comprised of its logo, colors, typography, photographs, etc. In a strong brand, it is the overall style that is instantly recognizable.
What hue comes to mind when we hear the name Coca-Cola? In what typeface? Coca-Cola has an appearance that is instantly recognizable from a great distance, probably more so than any other brand.
2. Sound:
A brand's voice, music, and other aural branding elements all embody its sound. The two main characteristics that characterize a brand's voice are the manner in which it expresses its message verbally and the tone in which it does so. As the voice of Lincoln, Matthew McConaughey gave the formerly stuffy and stodgy brand a cool, distant, and somewhat opaque personality. It was unavoidably distinctive.
Brand Personality Examples
The top brands in the world are the ideal locations to look for examples of well-developed brand personalities, even though we've covered quite a few of them in this post. To give you an idea of how brand personalities impact consumer engagement in practice, here are a few examples of brand personalities from both the B2C and B2B worlds that represent opposite extremes of the personality spectrum.
01. Red Bull
Red Bull's personality is portrayed by everything from its aspirational language to its charging bull logo to the sports and events it sponsors. It is edgy and dynamic, caffeine-fueled and energizing. The name is prominently displayed in the most extreme sports on the globe, including skateboarding, climbing, and motor racing.
02. Dove
The Dove brand has a refined, innocent, and pure personality. With its upbeat brand tone, it talks to customers about femininity and beauty in a way that goes beyond the surface. An illustration of a personality that was created with a specific aim, as it inspires positivism and honesty in its advertising, and beauty in all its forms.
03. Slack
It's tough to imagine that a committee came up with the name for the Slack company. The brand has adopted a sloth-related phrase to alter office discourse. The personality of Slack is straightforward and individual but, above all, helpful—a logical extension of its name. It sounds like a friendly HR professional introducing you to a new company and has a lively, captivating tone.
04. IBM
If IBM were a person, they might be seen with spectacles, a pocket protector, and a focus on technical knowledge and education for their brand personality. In order to provide practical solutions backed by insightful, practical information that specifically addresses the needs of its different audiences, IBM draws on its decades of expertise as an industry leader.
The Takeaway
The relationships we have with brands in our lives are just like those we would have with real people, even if we can't give them a hug or shake their hand. In many circumstances, the connections we make with our preferred companies help to shape who we are. Your brand's eccentricities and idiosyncrasies serve to humanize it and set it apart from the competition—ideally on a profound and significant level. Your brand's positioning should be carefully considered when creating how it appears, speaks, and behaves in the real world. If you have a thorough understanding of brand personality psychology, you can develop a genuine, attractive, and, most importantly, consistent brand personality that will appeal to consumers and keep them coming back.
Carl Jung's 12 Types Brand Archetypes
In order to create a strong and recognizable brand based on a brand archetype, you need to know what archetype will work best for your business first.
Nowadays, brand archetypes help businesses in various ways. It helps small and medium-sized businesses create a unique identity, helping them connect with their target audience on an emotional level. Businesses can tap into the emotions that drive customer behavior and create more resonant advertising, branding, and messaging.
When used effectively, brand archetypes can be an incredibly effective way to connect with customers and create loyalty. However, it's important to understand that each archetype appeals to different emotions and should be used accordingly. Each archetype has its own set of values, strengths and weaknesses, just like any human personality. It has its own distinct set of characteristics, which can be used to guide your branding strategy.
What Are the Brand Archetypes?
A brand archetype is defined as "a universally recognized symbol, term, or pattern of behavior." In other words, it’s a stereotype that exists in the minds of your target audience. Carl Jung, a Swiss psychiatrist and founder of analytical psychology, first introduced the concept of archetypes in the early 1900s.
While there are an infinite number of archetypes that could be used for branding purposes, Swiss psychiatrist Carl Jung first identified 12 primary archetypes that he felt were innate in the human psyche. These have become widely accepted by marketers and brand strategists as a way to connect with consumers on a deep, subconscious level. Jung believed that everyone had a personal relationship with each archetype, which he called the "collective unconscious."
The 12 Types of Brand Identity Based on Carl Jung's Archetypes
01. The Caregiver
The caregiver is a natural nurturer who provides care and support to others. The Caregiver archetype is often associated with words like "caring," "nurturing," and "protective." If your brand were a person, the Caregiver would be the one always lending a helping hand or stepping in when things get tough.
Caregiver Brands examples: Campbell’s Soup, and Gerber.
How To Apply The Caregiver Archetype Brand Strategy?
When applying the Caregiver archetype to your brand strategy, keep in mind that your customers need to know that you care about them and their needs. Understand what they are going through and show them that you can help make their lives easier.As a Caregiver, your top priority is always going to be the people you are caring for. Showing compassion will make your customers feel valued and appreciated. When people are in need, they want to know that they can rely on you. They need to know that you will be there for them when they need you. Show your customers that they can count on you to be there for them and that you are there to help them through whatever they are going through.
02. The Explorer
The explorer is a free spirit who seeks out new experiences and adventures. They are curious, courageous, and independent. Some examples of explorer brands include; Jeep: The off-road vehicle brand encourages drivers to "go anywhere, do anything"—an ethos that perfectly aligns with the explorer archetype.
Explorer Brands examples: Jeep, Red Bull, and REI
How to Apply the Explorer Archetype Brand Strategy?
The Explorer archetype brand strategy is all about discovery: uncovering new opportunities, new ways of doing things, and new ideas like an adventurer or explorer. If your brand is all about innovation and growth, then the explorer archetype is likely a good fit. Always look for new opportunities to grow and expand your business. This could mean expanding into new markets or finding new ways to reach your target audience. Provide something new and distinct that sets you apart from your competitors. This could be a new product or service, or a new way of doing things. Keep these three things in mind as you build your brand strategy, and you’ll be well on your way to success with the Explorer archetype.
03. The Protagonist/Heroine
The Hero is a brave, courageous, and determined individual who overcomes challenges and saves the day.
Protagonist Brands examples: Nike, BMW, and Duracell.
How to Apply the Protagonist/Heroine Archetype Brand Strategy?
The Protagonist/Heroine archetype can be a powerful tool in branding, but it is only one piece of the puzzle. To create a successful brand, you need to have a clear understanding of your customer, a unique value proposition, and a well-executed marketing strategy. But if you can focus on the protagonist/heroine archetype and use it to guide your brand strategy
The first step is to identify your brand's protagonist or heroine. What is their goal? Once you have a clear understanding of your brand's goal, you can begin to develop a strategy that will help you achieve it. This can be done by telling stories that connect with their values and by creating an experience that is memorable and unique.
04. The Lovers
The Lovers archetype is all about connection. Aside from being the perfect match for relationships and love brands.
Lovers Brands examples: Victoria’s Secret, and Haagen Dazs.
How to Apply The Lovers' Archetype Brand Strategy?
When it comes to applying the Lovers archetype to your brand strategy, there are a few key things to keep in mind.
First, focus on creating an emotional connection with your audience. This can be done through storytelling, using relatable characters, and speaking to their needs and desires.
Finally, create an intimate relationship with your customers. This doesn't mean getting too personal, but it does mean finding ways to connect with them on a deeper level. Whether it's through one-on-one interactions, providing VIP treatment, creating intimacy will help turn your customers into lifelong fans.
05. The Magician
The Magician archetype is often associated with innovation, creativity, and making the impossible happen.
Magicians Brands examples: Apple, Disney, and Absolut.
How to Apply the Magician Archetype Brand Strategy?
This archetype is all about using your creative power to manifest your dreams and goals. If you want to create something new in your life, whether it's a business, a project, or a relationship, the Magician archetype can help you make it happen. To tap into the powers of the magician, start by getting clear on what you want to create. Then, use your imagination to visualize it in your mind. Feel the excitement and joy that comes with having already accomplished your goal.
06. The Rebel or Outlaw
The Rebel is a nonconformist who wants to change the world. They are rebellious, edgy, and often misunderstood.
Examples of Rebel Brands include: Harley-Davidson, and Diesel
How to Apply the Rebel or Outlaw Archetype Brand Strategy?
If your brand is ready to make a statement and break free from the pack, the rebel archetype may be right for you. Keep reading to learn more about how you can apply this archetype to your brand strategy. When an organization or product embodies the rebel archetype, it stands out from the crowd and breaks the mold. It bucks tradition and dares to be different. It doesn't follow the rules because it doesn't believe in them. The rebel is an agent of change, determined to make a difference.
07. The Ruler
The Ruler archetype is all about leadership, power, and control. It represents a brand that is authoritative and knows what’s best for its customers.
Ruler Brands’ examples: Mercedes-Benz and Microsoft.
How to Apply the Ruler Archetype Brand Strategy?
To apply the ruler archetype to your brand strategy, focus on creating messages that establish your brand as the leader in your industry. Use strong language and definitive statements to convey your message. Focus on your brand’s core values, and make sure that everything you do communicates those values. Be consistent in your messaging, and your actions always align with your words.
08. The Sage
The Sage is a wise and knowledgeable individual who is always seeking the truth. They are intelligent, thoughtful and often seen as experts in their field.
The Sage Brands examples: Google, PBS, and Philips.
How to Apply the Sage Archetype Brand Strategy?
When it comes to applying the sage archetype to your brand, you want to focus on creating content that is informative and educational. This could include blog posts, infographics, or even video tutorials. You want to position yourself as an expert in your industry and provide valuable insights that will help your audience better understand your products or services. Let your knowledge shine through, and you'll build trust with your audience.
09. The Innocent
The Innocent is optimistic and pure. They are childlike, gullible, and open-minded.
Innocent Brands examples: Coca-Cola, Nintendo Wii, and Dove.
How to Apply the Innocent Archetype Brand Strategy?
When using the Innocent archetype in your branding strategy, it’s important to stay true to your values and show that you are committed to making a difference. This will help you build trust with your audience and create a strong emotional connection.
Use positive language and imagery in your marketing materials, and focus on values such as innocence, hope, and purity.
10. The Everyman
The Everyman is someone who is down-to-earth and relatable. They are friendly, unpretentious, and often seen as everyday heroes.
Everyman Brands examples: IKEA, Home Depot, and eBay.
How to Apply The Regular Guy or Gal archetype Brand Strategy?
So, how can you make sure that your brand is coming across as the regular guy or gal?
Here are a few tips: In your marketing and advertising materials, use simple language.No need for fancy words or jargon—just speak like a real human being. Create a brand that comes across as The Regular Guy or Gal archetype. Just remember to keep it real, and you'll be sure to win over some loyal customers.
011. The Creator
The Creator is an artist who expresses their unique vision through their work. They are passionate, imaginative, and often seen as trendsetters.
If you want to apply the Creator archetype brand strategy, you need to focus on creating something new that will capture people's attention and imagination.
Creator Brands examples: Lego, Crayola, and Adobe
How to Apply the Creator Archetype Brand Strategy?
To do this, you need to tap into your own creativity and come up with an original idea that can be used to promote your brand. Once you have an idea, you need to put it into action and bring it to life. This means creating content, products, or services that are unique and interesting. The more creative and innovative you are, the more likely you are to succeed with the Creator archetype brand strategy.
012. The Jester
The Jester is a fun-loving individual who loves to make people laugh. They are carefree, lighthearted, and often seen as the life of the party.
The Jester archetype brand strategy is both unique and effective. It is a great way to connect with your target audience in a way that is both fun and memorable.
Jester Brands examples: Old Spice, Ben & Jerry’s, and M&Ms.
How to Apply the Jester Archetype Brand Strategy?
If you can do all of these things, then you are well on your way to successfully applying the Jester archetype brand strategy. Here are a few tips on how you can apply the Jester archetype brand strategy to your business: Having fun and making people laugh. Use this to your advantage by incorporating humor into your marketing campaigns.
Conclusion:
Once you have a good understanding of the different brand archetypes, you can start to narrow down which one best aligns with your brand identity and values. Keep in mind that you don’t have to limit yourself to just one archetype — you can use multiple archetypes in your branding strategy. No matter what type of business you’re in, there’s an archetype that can help you better connect with your target audience. By understanding the 12 common brand archetypes and how to use them, you can create a more compelling and differentiated brand that resonates with consumers on a deeper level.
Do you want to learn more about how to use brand archetypes in your business? Get in touch with our team of branding experts today.
