90 percent of all purchases are made emotionally, then the buyer justifies them with logic.
That’s a pretty strong statement to make, but the issue is, HOW do we create emotion?
We simply choose a marketing archetype that our company can relate too. So what IS a marketing Archetype?
An archetype is best described as ‘ a very typical example of a certain person. The Rebel for instance, the joker, the hero. But how do we incorporate these into our branding?
Well, it all comes down to stories.
Who doesn’t love a good story? Stories are usually based around the same types of archetypes. The hero, the joker, the rebel. We can even see these archetypes in almost every film we watch, but most importantly, because of this we can RELATE to them.
And THIS is where archetypes come in and can either PROPEL your company into the limelight or bury you.
An archetypes that works will do the following,
- Build trust
- A brand identity
- A personality
- Build an emotional connection
And as we already know, EMOTION SELLS!
Let’s take a look at a few archetype’s regularly used by successful global brands.
So it’s vital you pick the correct archetype for your company! Can you imagine if Pampers picked an incorrect archetype such as the explorer? With one of the keywords being Danger? Exactly!
There are multiple archetypes and we have just covered a small selection here today.
Do you need assistance finding your archetype for your startup or small business? Are you lost when it comes to creating a strong brand and then managing your brands through social media?
Maybe you just don’t have the time to be consistent and build on your brand each day, searching for potential customers?
Then get in touch! I’m a digital marketing specialist based in London that has experience working with some of the world’s largest global brands.