Is your brand having an identity crisis? You’re not alone. B2B brands often find themselves struggling to stand out in a crowded market. And while there may be plenty of short term fixes, the best solution for undifferentiated positioning may lie deep within the psyche of your brand. So pull up a couch and let’s dive in.
In the course of his work on the collective unconscious, the esteemed psychologist, Carl Jung, developed a set of twelve archetypes — categories of people, behaviors, and personalities. His theory of shared human experiences, which has been applied across numerous industries, turns out to be a robust framework for creating compelling and resonant brand identities that resonate with audiences.
Apple, Godiva Chocolates, Nike and Harley Davidson are just a few brands that rely on archetypes to help establish inviting personalities, strengthen connections, and foster loyalty. In the B2B landscape, where relationships are paramount, Jung’s archetypes are equally as powerful, fueling companies’ efforts to strengthen their brand…
Brand Archetypes:
The Creator Innovative and imaginative
The Ruler Authoritative and commanding
The Caregiver Nurturing and supportive
The Explorer Adventurous and seeking new experiences
The Sage Wise and knowledgeable
The Innocent Optimistic and honest
The Outlaw Rebellious and revolutionary
The Magician Visionary and transformative
The Hero Courageous and strong
The Lover Passionate and intimate
The Jester Fun and entertaining
The Everyman Approachable and relatable
FedEx aligns with the Hero archetype, showcasing its commitment to overcoming challenges and delivering excellence. Their messaging focuses on reliability, speed, and the ability to get the job done, no matter the obstacles.
Canva is all about the Creator archetype. From its first ads just a few years back, the graphic design platform has been positioning itself as the easy-to-use tool for business trying to stand out with sleek design.
And Slack has found its brand voice in the Jester archetype. The brand has rolled out a number of fun marketing campaigns, including mockumentary style videos with actual customers. By using comedy to address real-life problems, Slack is underscoring its position as a preferred communications platform.
Intrigued by all this? Well here’s how you can effectively leverage the right archetype for your brand.
Start with your brand’s core values
Determine which archetype aligns with your company’s purpose, mission, vision, and values. For instance, if your business prioritizes innovation and creativity, the Creator archetype might be a perfect fit.
Consider audience needs
B2B buyers are driven by both rational and emotional factors. Understanding their needs, pain points, and aspirations can help you select an archetype that resonates deeply. Businesses looking for security and reliability might respond well to the Ruler archetype.
Craft a compelling brand story
Next, use the chosen archetype to shape your brand narrative. This involves not just the messaging but also the tone, visual elements, and overall brand experience. A Sage brand would focus on delivering expert insights and thought leadership content.
Develop consistency across touchpoints
And finally, ensure that the archetype is consistently reflected across all customer touchpoints, from your website and social media to client interactions and marketing materials. Consistency reinforces your brand’s identity and builds trust.
By aligning with an archetype that reflects your core values and resonates with your target audience, you can differentiate your brand, build deeper connections, and drive long-term loyalty. In the competitive world of B2B marketing, leveraging the power of archetypes can be the key to unlocking your brand’s full potential.
