When it comes to creating, maintaining and growing your brand, it’s important to understand what personality it has. Like people, brands have personalities that influence how they connect with an audience and how their customers interact. People respond better to brands speaking their language, and having an archetype can help find that voice. This is where it is important to look at Brand Archetypes.
Much like people, we enjoy interacting with brands that share our values. Most customers will choose which companies to buy from with their hearts instead of their head. Brand Archetypes give brands a personality which makes it easier to connect with their audience. The most successful brands in the world have this down to a fine art. They are able to connect with their customers on an emotional level to form strong personal relationships.
Archetypes also help align a brand’s vision, purpose and values. They create a voice for the brand to utilise in interactions, forming consistency in their branding and message. They also help by differentiating brands in the marketplace. This means that two companies can sell similar products, but will attract different audiences based on their personality.
Brand personalities are great because they help to attract your tribe.