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I have already talked about the importance of establishing an emotional bond with consumers and how a well-defined identity is essential to communicate the brand values. Nevertheless, its definition doesn’t rely on target audience and positioning only. It’s about the determination of the brand’s essence.
How does it happen? Through the study of archetypes. The term linked to psychologist Carl Jung represents universal, archaic patterns and images that derive from the collective unconscious and are the psychic counterpart of instinct. They are autonomous and hidden forms which are transformed once they enter consciousness and are given particular expression by individuals and cultures. Their existence can be observed by examining behaviour, images, art, myths, religions and dreams.
Archetypes are so powerful because they unite simultaneously and image and an emotion. By doing it, they translate our quest for values, virtues, purposes and stories. Summing up, they create identification. Going back to this previous post, Coca-Cola, Starbucks, Apple, Disney and Chanel are archetypical brands as they align both elements in their actions.
But any brand, be it existing or new, can adopt an archetype? Sure! Its analysis will be a guide to design strategies in all sectors of a company: research, product development, marketing, communication, management and even HR. Once everything is aligned, the brand earns its essence and a special place in the heart of clients, establishing the aforementioned bond.
The results are fascinating. Juts take a look at names like: Ralph Lauren, Louis Vuitton, Prada, Victoria’s Secret, M.A.C, Nike…