Empower - Archetypes - Flipbook - Page 11
RAND ARCHETYPES GIVE YOU CLEAR VISION
Secondly, brand archetypes give you a clear vision and purpose.
Unless you’re clear on what you have to offer (and how and
why you’re going to offer it), your customers will treat you like a
Yes, that’ll give you a few sales, but those customers won’t turn
into loyal advocates and repeat shoppers.
At the same time, you won’t be able to create that instant
connection with new leads. Archetypes tap into human desires
and behaviors. If everyone in your business understands your
brand archetype, they’ll make sure products fit it, too.
Let’s look at Dove - their copy, visuals, products, and marketing
campaigns are all on the same page.
Every employee and community manager in their company
knows how they should address customers (lovingly and
positively, since Dove fits the Innocent brand archetype). So in
that respect, archetypes aren’t just great for marketing.
They work like a charm for making sure your entire company is
aligned around a singular vision that informs all the choices.
Brand archetypes are essential for various reasons but the most
important one is that brand archetypes make your brand and
your products more relatable to your target audience.
Think about it, unless you have a clear idea of where you want to
venture, and how you want to do business, it’ll be hard to shape
THE BENEFITS OF BRAND ARCHETYPES FOR (SMALL BUSINESS) MARKETING