How to Improve Communication and Attract Ideal Customers
According to Jung, archetypes are universal patterns of behaviors that, once discovered, can help people better understand themselves and how they relate to others. In their book, The Hero and the Outlaw Margaret Mark and Carol S. Pearson had the idea to apply this to brands in order to improve how brands communicate with customers.
During our design process, we talk a lot about brand story and I find this a useful exercise to gain perspective and develop a brand in a consistent way. Plus it’s fun!
also know as The Dreamer, The Romantic
Motto: We create happiness
Brand promise: Simple, pure, trustworthy and safe
At best: Honest, enthusiastic and optimistic
Possible pitfalls: Overly simplistic, boring, puerile
Customers connect with your brand because it promises joy and wholesomeness. Keep the tone optimistic and straight-forward.
It will feel out of character if you suddenly appear heavy-handed or negative.
Brands include: Coke, Dove, McDonald's
also known as The Warrior, The Rescuer
Motto: We triumph
Brand promise: Victory, superiority, power and advantage
At best: Brave, determined, and efficient
Possible pitfalls: Arrogance, overly-aggressive, and ruthless
Customers connect with your brand because it promises quality and superiority. Keep the tone confident and motivated.
It will feel out of character if you suddenly appear uncertain or uninspired.
Brands include: Nike, FedEx, Duracell
Also known as The Everyman, The Girl/Guy Next Door
Motto: Come as you are
Brand Promise: Dependability, trust and familiarity
At best: Friendly, empathetic and down-to-earth
Possible pitfalls: Boring, undifferentiated, mediocre
Customers connect with your brand because it promises a sense of belonging and acceptance. Keep the tone conversational and familiar.
It will feel out of character if you suddenly appear elitist or superficial.
Brands include: Levi’s, Budweiser, IKEA
also known as The Helper, The Parent
Motto: We rise by lifting others
Brand promise: Care, safety and support
At best: Helpful, compassionate, and generous
Possible pitfalls: Patronizing, overly didactic and codependent
Customers connect with your brand because it promises protection and emotional warmth. Keep the tone personal and caring.
It will feel out of character if you suddenly appear ironic or driven by business goals.
Brands include: Volvo, Pampers, Campbell’s
also known as The Maker, The Artist
Motto: The world is a canvas to the imagination
Brand promise: Imagination, self-expression, and creativity
At best: Original, visionary, and game-changing
Possible pitfalls: Self-centered, being unrelatable, and pretentious
Customers connect with your brand because it promises an innovative and transformational experience. Keep the tone inspirational and daring.
It will feel out of character if you suddenly appear mundane or inauthentic.
Brands include: Apple, Lego, Adobe
also known as The Seeker, The Wanderer
Motto: It’s a big world out there. Go explore!
Brand promise: Independence, self-actualization and discovery
At best: Non-conformist, spiritual, and motivating
Possible pitfalls: Aimless, self-indulgent, and hedonistic
Customers connect with your brand because it promises freedom and a path of personal growth. Keep the tone bold and ambitious.
It will feel out of character if you suddenly appear overly concerned with the status quo or everyday routine.
Brands include: North Face, Jeep, GoPro
also known as The Outlaw, The Maverick
Motto: Life is a game with rules, learn how to break them.
Brand promise: Revolution, honesty and rejecting convention
At best: Unorthodox, raw, and free-spirited
Possible pitfalls: Destructive, nihilistic, and purely for shock-value
Customers connect with your brand because it promises an alternative to mainstream culture and a subversion of the status quo. Keep the tone audacious and edgy.
It will feel out of character if you suddenly appear conventional or concerned with other’s opinions.
Brands include: Harley Davidson, MTV, Virgin
also known as The Sensualist, The Seducer
Motto: The heart never lies.
Brand promise: Sharing passions, appeal to the senses, being loved
At best: Attractive, sensual, and sexy
Possible pitfalls: Needy, people-pleasing, and inauthentic
Customers connect with your brand because it promises an intimate, spell-binding experience. Keep the tone personal and affectionate.
It will feel out of character if you suddenly appear aloof or indifferent.
Brands include: Victoria’s Secret, Häagen-Dazs, Calvin Klein
also known as The Transformer, The Visionary
Motto: Make your own magic
Brand promise: Understanding the universe, building a better future
At best: Transformational, thoughtful, and independent
Possible pitfalls: Manipulative and disconnected from reality
Customers connect with your brand because it promises transformation based on knowledge, experience and imagination. Keep the tone expansive and inspirational.
It will feel out of character if you suddenly appear status-quo or to be splitting hairs.
Brands include: Disney, Lululemon, TED
also known as The Executive, The Ruler
Motto: Dare to Lead.
Brand promise: Power, authority, and stability
At best: Confident, decisive, and strong
Possible pitfalls: Overbearing, aggressive, inflexible
Customers connect with your brand because it promises strength, luxury and leadership. Keep the tone dignified and aspirational.
It will feel out of character if you suddenly appear indecisive or unprofessional.
Brands include: American Express, Rolex, Hugo Boss
also known as The Jester, The Comedian
Motto: Life is to be enjoyed
Brand promise: Joy, humor, enthusiasm
At best: Fun, playful, and self-deprecating
Possible pitfalls: Frivolous, irresponsible, mean-spirited
Customers connect with your brand because it entertains, lightens things up and helps them enjoy the moment. Keep the tone light and teasing.
It will feel out of character if you suddenly appear to take yourself too seriously or becoming overly contemplative.
Brands include: Priceline, M&Ms, Old Spice
also known as The Scholar, The Teacher
Motto: If you have knowledge, let others light their candles in it.
Brand promise: Wisdom, truth, and reflection
At best: Knowledgable, articulate, and informative
Possible pitfalls: Aloof, pedantic, and detached
Customers connect with your brand because it educates and challenges them. Keep the tone intellectual and open-minded.
It will feel out of character if you suddenly appear to dumb down or become patronizing.
Brands include: National Geographic, Google, New York Times
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