Without a brand, you’re simply a commodity. Without a strong brand, you’re destined to blend in with the herd.
From the inception of branding in the form of livestock owners marking their cattle during the Roman Age, to the year 2014 and seas of endless shelves with products competing for your attention, branding is the tool businesses use to stand out from their competitors.
A brand is more than a clever concept and product line, more than a target demographic and appealing logo. A brand is a way to distinguish a particular product from everything else around it, to assign a particular meaning to the product. Logos and other material markers are physical emblems of the brand, but behind those representations are stories. While shopping, consumers use these brand stories to guide them in making purchases that align with their own self-concept, along with their desired self-concept.
The voice of a brand’s archetype, rooted in human emotion, helps connect consumers to brands that represent their needs and desires. Marketing messages are often specific to a demographic, gender, culture, etc., while archetypes are much more universal. They’re instrumental in catapulting a brand into icon status since their identity is synonymous with addressing the collective anxieties and desires of mankind.
Originating from the book, written by Margaret Mark and Carol S. Pearson, Ph.D., “The Hero and the Outlaw” there are twelve commonly accepted archetypes. While many more splinter archetypes can be formed, they usually sprout from the basic twelve. We’ll be covering these in our upcoming blog series, “Plant your Story, Grow your Archetype.” You can find the first of the series here, where we’ll be covering “The Lover.”