Based on the patterns of behavior and emotions of representatives of the target audience, as well as strategies for interacting with clients, brands choose their distinctive image based on a certain concept. We tell you what archetypes are in branding, why they are used, how to find your own, and how to create a memorable image based on it. What are brand archetypes? A brand archetype is a universal character that embodies the position of the company and product on the market.
Its behavior is formed based on all el salvador telemarketing list aspects of the business: goals, values, mission, tone of voice and unique selling proposition. In essence, this is the humanization of business. A company presented as a simple and understandable hero for the audience is better remembered and evokes an emotional response from consumers. Initially, the theory of archetype models was developed by the Swiss psychologist Carl Jung, who understood archetypes as certain symbols that reflect personal or collective experience.
If a person likes something – a product, an advertisement, a performance, a video – it means that these materials resonate with his personal perception. In 2001, Carol Pearson and Margaret Mark published a book about creating brands using archetypes, where they proposed using Jung's concept in marketing. Having defined their original image, it is easier for businessmen to form an identity (style, individuality, work methods), and choose methods of communication with the target audience.
Often, a brand conveys several images, and one of them is the main one. We don't meet wizards or jesters on the streets, but we clearly understand who they are, thanks to the accumulated experience and associations that arise when these words are mentioned. Certain images immediately appear in the mind. These are archetypes. Why are they needed? The use of symbols and prototypes helps: coordinate all aspects of the activity; build a marketing strategy correctly; promote your business more successfully; successfully carry out transformations and reconstructions; differentiate oneself from competitors; influence the decisions of partners and consumers; increase emotional sympathy towards oneself; to persuade the target audience to purchase your products and choose your services; attract new clients.
