How to Use Brand Archetypes to Hack the Mind of Your Customer [Examples]

Gina Martinez

Gina Martinez

Apr 12, 20244 min read

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How to Use Brand Archetypes to Hack the Mind of Your Customer [Examples]

In the world of marketing and branding, understanding the psychology of your customers is key to success. One powerful tool that can help you tap into the minds of your customers is the concept of brand archetypes. These archetypes are universal characters or symbols that evoke specific emotions and thoughts within individuals. By aligning your brand with a particular archetype, you can create a strong and lasting connection with your target audience.

When we see a brand that embodies a specific archetype, we don't immediately think of the character or symbol associated with it. Instead, we experience an instinctive understanding and a sense of familiarity. This is because the understanding of these archetypes is deeply ingrained within us, allowing us to quickly connect with or avoid certain brands based on our experiences with them. By leveraging the power of archetypes, you can tap into this instinctive understanding and create a strong bond with your customers.

One practical application of archetypes in the business world is the Situation-Behavior-Impact (SBI™) feedback model. This model, developed by the Center for Creative Leadership, helps individuals provide feedback in a clear and objective manner. When we perceive someone's behavior negatively, it is natural for us to jump to conclusions and make assumptions about their intentions. However, this can cloud our judgement and hinder effective feedback.

The SBI™ model encourages individuals to focus on the situation, the behavior observed, and the impact it had. By removing judgement and assumptions from the feedback process, we can provide more constructive and actionable feedback. This can greatly improve communication and collaboration within teams, leading to better overall performance.

Now, let's explore how brand archetypes and the SBI™ model intersect. Just as the SBI™ model helps us remove judgement when providing feedback, brand archetypes help us tap into our customers' subconscious minds without triggering their defenses. When a brand embodies a specific archetype, it creates a sense of familiarity and trust within the customer. This allows the brand to communicate its message more effectively and create a lasting impact.

For example, let's consider the archetype of the "Innocent." Brands that embody this archetype often evoke feelings of purity, simplicity, and nostalgia. By aligning your brand with the Innocent archetype, you can tap into your customers' desire for simplicity and authenticity. This can be particularly effective in industries where trust and purity are important, such as organic food or sustainable fashion.

On the other hand, brands that embody the "Outlaw" archetype evoke feelings of rebellion, freedom, and non-conformity. By aligning your brand with this archetype, you can appeal to customers who feel stifled or restricted by societal norms. This can be particularly effective in industries where differentiation and standing out from the crowd are essential, such as fashion or technology.

By understanding the different archetypes and their associated emotions, you can strategically position your brand to tap into the minds of your customers. However, it's important to note that while archetypes can be powerful tools, they are not a one-size-fits-all solution. Each brand is unique and should carefully consider how an archetype aligns with its values and target audience.

In conclusion, using brand archetypes to hack the mind of your customer can be a powerful strategy in today's competitive market. By aligning your brand with a specific archetype, you can create a strong and lasting connection with your target audience. Additionally, incorporating the SBI™ feedback model into your communication strategies can help remove judgement and improve collaboration within your teams.

Here are three actionable pieces of advice to consider when using brand archetypes and the SBI™ model:

  • 1. Research and understand your target audience: Before aligning your brand with a specific archetype, take the time to research and understand your target audience. What emotions and values resonate with them? How can you align your brand with those emotions and values?
  • 2. Be authentic and consistent: When embodying a specific archetype, it's crucial to be authentic and consistent in your messaging and actions. Customers can quickly sense when a brand is being inauthentic, which can erode trust and loyalty.
  • 3. Continuously evaluate and adapt: The market and consumer preferences are constantly evolving. It's important to continuously evaluate how well your brand archetype is resonating with your target audience and be willing to adapt and evolve as needed.

By incorporating these actionable tips into your branding strategy, you can effectively use brand archetypes and the SBI™ model to create a deep and lasting connection with your customers. Remember, understanding the psychology of your customers is key to success in the world of marketing and branding.

Resource:

  1. "How to use Brand Archetypes To Hack The Mind Of Your Customer [EXAMPLES]", https://iconicfox.com.au/brand-archetypes/ (Glasp)
  2. "Situation-Behavior-Impact", https://untools.co/situation-behavior-impact (Glasp)

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