Landor | Archetypes in Branding

“The role, immediately recognisable and subconsciously familiar, a brand plays in the market due to its offer, communications strategy, identity, and customer experience.”

An archetype helps reflect and position a brand in a specific look towards the target audiences. It helps emphasise the brand’s beliefs and attribute, giving it a personality, a character. It allows the consumer to develop a stronger connection towards the brand on a deeper level, feeding their needs and giving them a sense of identification.

“The brand becomes a character with a clear personality that informs the way it looks, behaves, and speaks. “

According to the article, to create a strong archetype, a brand must consider how the brand’s personality, traits and character positions itself to be. What are the attributes, beliefs and values that may fit into a certain archetype. This is usually found in a brand’s mission statement.

 In Lisa’s class we have identified the 12 fundamental archetypes:

  1. Caregiver
  2. Citizen
  3. Hero/ Warrior
  4. Innocent
  5. Creator
  6. Explorer
  7. Lover
  8. Rebel
  9. Jester
  10. Magician
  11. Sage
  12. Sovereign

For example, these brands carry the archetype of a hero/warrior.

All in all, I did not really notice these factors until Lisa’s lecture cover. I only knew that brands do position themselves within their mission statement and target market in order to appeal consumers but using an archetype as a market strategy was truly an insight! (even the term archetype was new..) Thus I believe the role as a designer is truly important in the world of marketing and communication. We are the ones who can manipulate the mood and feelings on how others portray on a particular thing.

Author: Daphne Ngatimin

everyone's got an act.

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