Select several similar images

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How to choose or define an archetype
To choose the right archetype, you need to do a little research step by step.

1. Formulate brand values . What is the essence and basis of the brand? What do you convey and want to show? Who is your product for and what does it do for the client? Think about the company's mission .

For example, the Incanto brand can be attributed to the Lover archetype. In the mission statement, this lingerie brand states that their goal is to give women a sense of confidence.


2. Determine the values ​​of your target audience . Find out what is important to your customers. Use focus groups, surveys, or simply observe customer behavior on social networks .

3. Research your competitors . See what archetype your competitors use, what characteristics they use to promote a similar product or service .

4. Match the company to archetypes . Choose an archetype that matches the values ​​of the company and customers.

How to Use Archetypes: Recommendations
Here are some recommendations to make sure that archetype theory is as useful as possible for your brand.

Keep in mind that archetypes have a dark side.
Try not to go into negativity, always remember about balance. For example, there is a risk that the Jester can make an evil joke, the Rebel can go too far with provocation, the Sage can become an upstart and know-it-all, and the Ruler can become an arrogant snob.

Be honest
As we said, the choice of archetype should correspond to the true values ​​of the tunisia phone number list brand. Do not adapt to the image if its ideals contradict your concept. Be honest with your target audience. Honesty will help to gain the trust of customers.

Your archetype may have supporting images. This will be useful to use in different advertising campaigns if you are planning to launch a new service and enter a new market.

Conclusion
An archetype in branding is a universal image, a set of certain features. Within the framework of the theory, the authors described 12 archetypes. They correspond to their own set of characteristics.

Archetypes in marketing help to make a brand alive, give it human features. Just as people become friends by finding common interests, so do clients and companies build relationships based on common values.