Humans differ from each other in many ways, and that is how we acquire individualism.
Brands, just like us humans, have different spirits, missions, goals, histories, priorities, and conversational tones, and through all of this, they leave an indelible mark in the minds of consumers.
You've probably heard the question many times - is a brand a person?! And that's exactly what it is...
Marketers put a lot of effort into creating the identity of each brand. In this process, choosing the right archetypes for the brand plays a key role.
Before we move on to the main topic, let's define what an "archetype" means and what significance it holds in the "life of a brand" ?
The term archetype comes from the Greek word (“archetypon”), which means “first form”, “form to be worn”. It was first discussed in psychology by Jung, according to whom archetypes are the most important part of the human psyche, which conveys genetically accumulated information. There are different types of archetypes, and which type of archetype we represent determines what kind of person we are, what values and meaning of life we have.
Marketing would probably not have been successful without psychology. Accordingly, marketers have adapted the theme of archetypes to brands, which clearly demonstrate the brand's mission, aspirations, values, and character in its relationship with the consumer, which overall creates the brand's image.
In the case of large brands, discussion and thinking about the archetype begins during the process of its creation, although, perhaps, in many cases, small entrepreneurs do not even have the opportunity to think about this topic when creating their own business.
However, a properly selected archetype gives a brand vital signs, helps us see its human qualities and face, which helps increase customer loyalty to each company and evokes positive emotions towards it.
Let's discuss archetypes together, give examples of Georgian companies, and if we haven't yet defined our brand archetype, let's determine which one it represents against the background of all this.
Innocent ( innocent, harmless, naive) – the goal of this type of brand is to make everyone happy and joyful. This is an archetype with kind, young, optimistic, romantic qualities. Accordingly, its marketing niche includes companies whose values are sincerity, kindness and simplicity. They use natural ingredients and in many cases such brands are associated with children or family.
For example, the company "Chero" with the slogan "Don't stop happiness" is a good example of this archetype.
Explorer – This brand type is driven by discovery and new experiences. It is a freedom - loving, ambitious, independent-minded archetype with leadership skills, whose marketing niche is tailored to risky, exciting companies that invite us to freedom.
For example – the company “Crosty” – “Create your own revolution”.
Ruler – The purpose of this type of archetype is to establish order. It is a role model, organized, responsible, and has leadership skills that help people establish order in chaos and become more organized.
Image and power are top priorities. This archetype is associated with brands that give us status and influence, and make our business life easier.
For example – “Zarapkhana”, “Cikolia”.
Everyman – This archetype’s goal is to build connections. It is a simple, loyal, supportive, friendly archetype that gives us a sense of reliability and is mainly family-oriented. Brands of this archetype help to lift our spirits and are suited to companies that prioritize dignity, human relationships…
For example – "Old Table".
Magician – The goal of this archetype is to make dreams come true and create something special. Companies of this type help people change things, for example: their views, opinions, and convince them that nothing is impossible. This is a charismatic archetype with great imagination, which tells us that the only limits are in our minds…
For example – Iko Kids, Dino – (Georgian small entrepreneurs) brands that are associated with creating a magical world for children. Their products, children's tents, toys serve to make children's dreams come true and contribute greatly to their development and improving their imagination skills.
Hero – A responsible, strong, confident, purposeful, and bold archetype that is suited to brands that aim to improve the world. The hero archetype’s main focus is solving problems or motivating others.
For example – “Bank of Georgia”
Creator – A creative, imaginative, and creative archetype who always strives to create something valuable and gives people a way to express themselves.
Among the examples of Georgian companies, we can mention “Meama” – with the slogan “Be the change you want to see around you”. Also, “Barambo”, which was the first company in its field on the Georgian market since 2009, offering high-quality chocolate, ice cream and other products to Georgian consumers.
Rebel (THE OUTLAW) – A rebel is an archetype with qualities prone to change, who loves to break the rules and gain maximum freedom. Rules are meant to be broken – this is the calling of this archetype and it actively tries to break taboos. Against the background of international examples, Harley Davidson clearly expresses the rebellious spirit, and from Georgian companies we can name “Kayak” – a simple beer, the main goal of which is to get rid of “clichés” in the beer industry.
Lover – A warm, selfless, idealistic, calm, sensitive archetype that encompasses all types of love: maternal, familial, friendly, spiritual, and romantic. It wants to make people feel special and unique. This type of archetype is suited to brands that help us maintain attraction, find our soulmate, bring us pleasure, and are mostly associated with aesthetics and sophistication.
For example – “Vine’s” – “The most sincere Saperavi that connects us”,
Sage – an intellectual, curious, analytical, and mentoring archetype whose goal is to help the world gain wisdom and insight. This archetype loves to delve into themselves, is always in search of truth, and helps people expand their horizons, gain more information, make decisions, develop, and more. Google is the best example of this archetype, and from the Georgian reality we can name, for example, “Byblus” with the slogan “Let’s help raise the level of literacy in the country.”
Caregiver – an archetype with altruistic, generous, empathetic, caring, selfless, reliable, maternal, nurturing qualities, whose main goal is to care and protect. It acts like a parent who always tries to create a safe space for their children. Such an archetype is suitable for companies that are related to safety, caring for others, and helping.
For example, “Bakuriani”, “Borjomi”, which preserve many years of history and carry out numerous charitable events to help people and nature.
Jester – A humorous, cheerful, mischievous, impulsive, creative, optimistic archetype who tries to enjoy life and does not perceive problems as a big obstacle. This archetype is tailored to brands whose goal is to entertain the audience. It allows the consumer to have a good time and enjoy what they are doing, because we only live once. It does not care about authority and can easily get back on its feet after a failure with a joke.
For example, "Altersox", which offers distinctively styled socks instead of boring everyday socks, beautifies our look, and also stands out on social media with its fun content.
It is best for a brand to have one archetype, although there are cases when it has one main archetype and another supporting one. We must always remember that the archetype should be justified by the brand's conversational tone and the product itself.
An archetype will help you deliver what the brand has to say to the right audience.
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