Branding is more than just a logo. It is the art and science of influencing perception about a product service or organisation. It is the first impression someone gets of your company and you want that person to resonate with your brand if they are going to buy into it. Your brand defines what you stand for, a promise you make and the personality you convey. We know everyone wants a beautiful logo, but these are only creative elements. Your brand is much deeper than this. Creating a cohesive brand identity for your business is crucial to connect with your audience, find your tone of voice and be the business you want to be.
Think about successful consumer brands; Disney, Innocent, Harley Davidson. All different but all defined by their brand archetype. One thing they all have in common is consistency across the board. You’ve heard the term “Consistency is Key”!? Well this is true when it comes to all aspects of your company including your brand. You want to make sure you are using consistent fonts, colours, imagery and design elements across all your digital and print materials.
When you’re walking down the street and see Starbucks green or their mermaid symbol you know right away which brand that belongs to? You want the same recognition for your brand.
Archetypes are the stories we instinctively understand.
To thrive in today’s marketing landscape, it is not enough for brands to merely communicate what their services or products provide. Brands must develop an emotional connection with their consumers to encourage brand loyalty. Therefore, brands who don’t forge such a bond certainly get lost in the sea of competition. Some industries lend themselves to a certain archetype, but you can choose any archetype for your brand. It’s YOUR brand’s personality. For example some people are reluctant to use products that are not Apple because their feeling towards the brand is interconnected to their psychology. Archetypes instil humanity into your mission, vision and values.
Archetypes are used to strengthen and inform your brand story, creating differentiation against your competitors. Your brand can have more than one archetype just like your personality but generally they align and you will have one that’s more dominant. You don’t get a caring dictator in a person and you won’t with your business either.
Do you want to learn more about what your brand archetype could be? Sign-up to our newsletter for regularly helpful hints & tips about how to build your brand and to learn more about each archetype.