Perception: Archetypes

Brand try to occupy a specific place in customers mind and thanks to a differentiate positioning. This specific positioning allows the brand to be unique in the mind of customers and to attract its main target. Managing well the conscious and subconscious element of one brand allows companies to have more control on their perceived positioning.

A tool to manage the subconscious element of a brand is to understand and use brand archetypes. Brand archetypes rely on the fact that unconsciously people associate brand to mythic characters. Having an archetypal image of brand is associating fundamental human desire or belief to brands. In other words, an archetype is a human type in its purest form and brand can be associated to one of this archetypes.

One can identify 12 archetypes: 

The innocent, the regular guy, the explorer, the sage, the hero, the outlaw, the magician, the lover, the jester, the caregiver, the creator and the ruler.

source: http://www.innovationinpractice.com

To illustrate this post we can take 3 examples of automobile brand archetypes.

Jeep: The explorer

All the communication of jeep is oriented to create this identity in customers mind. The goal of the explorer is to experience a better, more authentic, more fulfilling life.

source: http://www.coloribus.com/focus/collection-of-jeep-best-ads/

Alfa Romeo: The lover

The goal of the lover is to be in a relationship with the people, work and surroundings they love. Alfa Romeo plays on it and on the Italian sensuality to differentiate its brand image.

source: http://www.alfabb.com

Mercedes: The ruler

The goal of the ruler is to create a prosperous, successful family or community. Mercedes clearly appear as the ruler in the automobile industry.

source: http://theworldofmbamg.wordpress.com