What's up brand builders! Stephen Houraghan here of BrandMasterAcademy.com and in
this video you're gonna learn about one of my favorite topics across the whole
spectrum of branding which is brand archetypes you're gonna learn what they
are where they've come from why they're increasingly important in the realm of
brand strategy and specifically building a brand personality.
now if you are new to the channel and you want actionable brand strategy tips and techniques to
grow your business well then hit that subscribe button and the notification
bell and you will be well on your way now I had heard of the term brand
archetypes long before I ever took the time to dig into what they were but the
more I learned about brand strategy and the more I realized that brand
personality played such a big role in brand strategy the more I then realized
that I needed to get my head around these brand archetypes if I wanted to
build strategic brands so what exactly are brand archetypes well they're a
collection of 12 personalities now each one of these personalities represents a
certain collection of behaviors and they're personified within these
characters called archetypes and each one of these
archetypes will raise a certain core desire within us depending on the
characteristics that they display now I'll do another video where I run
through in a lot more detail who these archetypes are and introduce you to them
properly but I'll first introduce you to an archetypal wheel that I created that
will help you to see quite quickly what these archetypes are so you can see from
this wheel we have the outlaw the magician the hero the lover the jester
the everyman the caregiver the ruler the creator
the innocent the sage and the explorer so where do brand archetypes come from
well there's early evidence of archetypes over 2,000 years ago when
Plato was talking about forms of intuition but then really archetypes
came about in the early 1900s when a psychiatrist Carl Jung came about them
and he applied them in the form of personalities so they are really useful
way to understand other people and they have been used throughout
movies time and again we see these characters coming up time and again
within movies whether it's Will Ferrell as the jester in The Anchorman or whether
it's Marlon Brando as the ruler in The Godfather so we know these
characteristics and we know these personalities and we see them time and
again so how does that then translate into branding well to put it simply
brands are becoming more and more human we had this transition of consumer power
when the Millennial came about and social media came about and the consumers just
had so much more power after that transition and it has forced brands to
become a lot more human so that's what we're seeing now we're seeing brands
adopt a lot more human personalities human characteristics so then we look to
brand archetypes to act as the foundation to build those personalities
for brands now many years ago brands got away with one-way communication with
broadcast communication just sending out their messages and not having to speak
really to their consumers they didn't have to have two-way dialogue but that's
all changed today with the internet it's all changed with social media and how
brands communicate with their consumers so now they've had to adapt this human
persona and this tone of voice and these human traits so that's where brand
archetypes comes in it really does allow brands to understand who their consumer
is who their target audiences understand the type of personality that they are
and the characteristics that they're attracted to so brand archetypes are a
really really useful tool within brand strategy itself but specifically with
the development of your brand personality so if you are developing
brand strategies for your clients or if you're developing a brand personality
for your own brand or for a client then it's really really important to have a
good grasp on what archetypes are and how you can strategically use them but I
would love to hear from you if you have any questions at all around brand
archetypes or how you apply them or what your experiences are about brand
archetypes please let me know in the comments below if you like this video
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until next time brand like a master and I will see you in the next video!