Mercedes-Benz embodies the Ruler archetype. The brand has become synonymous with German precision and quality. They always strive to be the best, which is clearly shown in their slogan "The best or nothing".
Advantages: This archetype can always be trusted, because it is distinguished by its reliability. Although the goods are expensive, they are still worth the money, because they guarantee the quality of their products.
Disadvantages: Brands can appear distant and dispassionate to consumers, especially if the products are less than perfect.
Creator: Adobe
Adobe is a company that embodies morocco email list the Creator archetype. It develops unique products that can stand the test of time. Adobe's marketing appeals to creative individuals and adapts to the desires of consumers.
Advantages: The creator is always interesting and has many new ideas. We want to buy his products and follow future innovations.
Disadvantages: Many YouTubers can be narcissistic and self-obsessed. Some brands, following the Creator archetype, can fall into this trap.
Step-by-step instructions for choosing a brand archetype
Before a business begins to develop its corporate identity, it is important to find an archetype that will define its identity. For example, a brand may recognize its connection to the Parent type, which is associated with the warmth of a mother's hands, rounded shapes, and calm shades of color. However, if the design is already developed using angular shapes and bright colors, a conflict will arise on a subconscious level.
How to Choose a Brand Archetype
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If you doubt your ability to independently select the main and additional archetypes, you can always turn to professionals in the field of branding, such as studios and agencies.
“Humanize” the company brand
When describing, use such characteristics that no one has any doubts that we are talking about a person. You can use the following questions:
what is his gender and age;
what he is interested in, what genre of music he likes, what companies attract his attention;
what is the brand's financial reserve, how does it move;
what is his character like;
what values and beliefs influence future decision making.
You can also study associations, write down everything that comes to mind when mentioning services, products or a brand.