If you could only pick ONE of the 12 brand archetypes, which one would you pick? Well, let’s think about why your average customer buys what you sell. What does your brand motivate people to think, feel, be, or do when they leave your website? Do you want your clients to leave the store feeling more adventurous? (Explorer) Do you want them to feel comforted and cared for? (Caregiver) Do they buy because they are bent on crafting something new (Creator) or do they just want to break the rules? (Outlaw) Are they trying to understand their world? (Sage) …or do they do it because it feels good to go into your shop, visit with you and your empathic yet funny team? (Jester) What does your gut tell you about your businesses’ primary function in your customer’s lives?
If you’re not sure, delve into business branding using archetypal psychology. It helps you to understand how basic human needs/instincts can be translated into customer motivations and produce sales. Brand marketing research shows it is the key to inspiring customer loyalty because it addresses your customer’s basic human needs.
In a nutshell, each of the 12 brand archetypes speak to a different psychic need (proven by psychology – not horoscopes ) that can be imprinted on the consumer. Not convinced? Consider what comes to mind when you see media coverage on Olympic gymnast Simone Biles winning a gold medal (Hero) or a destitute mother clutching her emaciated baby in what looks to be a third world country (Caregiver). Archetype branding exists in logos, color palettes, taglines, images, scenes, movies, etc. It subliminally speaks to us about our basic human needs and motivations.
Although your brand may overlap with different archetypes, deciding on the most important one and sticking to it may be one of the most important decisions you will make as a business owner. This decision will determine what fonts you use, what your logo looks like, what your tagline should be, etc. It should also influence other decisions you make like what music to play in a shop or what aroma you choose to use in your shop, etc.
Need some help? Our team is trained and licensed to use the world-renowned PMAI® (Pearson-Marr Archetype Indicator), a scientifically validated archetype assessment tool, to help you increase their brand’s ROI (return on investment). Want to maximize your brand’s effectiveness in marketing? Take advantage of our Labor Day special – 25% off our Brand Archetype Assessment Package – now! Call (703) 465-0953 for more information.