Brands usually adopt specific themes that not only give more impact to their story but also strengthens their appeal. In the aspect of promotion, brands take their cue from “archetypes” or images that help create mutually beneficial relationships with existing and potential customers. For start-ups and newbies in a saturated industry, following archetypes can leave a lasting impression than creating something from scratch.
Just imagine. Would we have known Spiderman, Captain America or Iron Man so well had it not been for the superhero archetype? Yep, the hero appeals to a wide range of marketplaces. But the hero archetype is just one of many archetypes that your brand can work on to effectively share your message to target audiences.
Simply put, a brand theme or archetype is a typical image often seen in movies, books, television shows and pop culture.
Simply put, you want to promote your new company in an unforgettable way. A run-of-the-mill approach means you have no problem if a competitor upstages you and gets all your target customers.
By carefully considering a proper theme for your brand, you develop personal connections with your customers. In knowing your story, your customers seek out your brand because they feel like you can understand them and provide them with the right solutions.
Without a brand theme or archetype, your story may not have a solid foundation. And you will not have the means to stand out from the crowd.
(1) Hero – This theme or archetype sends a simple message that, in spite of it being cliche, still works like magic: “Are you in trouble? Don’t worry. I can save you.” Most people seek for brands to address a need or solve a problem and the hero archetype seems to tap into this sentiment. For instance, you are looking for a good web design company and this brand tells you that they have references to prove their track record, so why not give them a try?
(2) Rebel – For brands targeting younger audiences, this kind of image is guaranteed to generate results. There are brands that encourage people to “embrace their differences” or rebel against mediocrity. Such as in the case of Apple when they launched their campaign slogan “Think Different.” The quote below was even narrated by Steve Jobs:
Here's to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They're not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can't do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.
(3) Adventurer – This theme appeals to travellers and people on the go. This gives audiences the impression that the brand is embarking on a journey and would like the customers to join them. The air of inclusiveness can be a source of inspiration, converting casual onlookers into actual customers of your company.
(4) The Authority – Intellectuals and those keen on information would warm up to this kind of business promotion. When brands tell you they are the authority on something, if backed up by real and verifiable information, you are likely to believe them. Many SEO companies employ this promotional tactic to not only share their knowledge but to also show their sincerity to customers.
(5) Caretaker – How many times have you heard of brands telling you “We care”? While that may indeed be the case, companies use these words to reinforce the caretaker archetype. The theme is anchored on trust and confidence. Customers get the reassurance that they can just sit back and relax while the company takes care of everything else for them. Companies like Johnson and Johnson have made a name for themselves by working around the “care” archetype.
Whether you already have a growing company or are still in the throes of launching one, it is never too early or too late to pursue a brand theme or an archetype. Anything in your mind lately?
Also, note that the list above is not set in stone. There are many themes and archetypes out there but we at Digital Muscle only listed five of the most popular. These days, brands do not stick to a single archetype – especially those selling different products or services that belong to more than one industry. Well, you know what they say. When one is not enough, cover all bases!
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