In its advertising, Alfa Bank appeals to entrepreneurs who are often unbelieved at the start of a business, but who go against the system. This is a typical "rebel" archetype.
Create storytelling
Choosing a specific archetype helps a company come up with plots for advertising campaigns and create storytelling . For example, the “hero” archetype is about overcoming obstacles to achieve success. The sports brand Nike often uses this narrative.
When a company chooses an ambassador or a brand face, it also relies on its archetype.
Choose an identity
Identity is oriented towards the chosen archetype. Colors, fonts, graphics and slogan - all this emphasizes the character of the brand and depends on the archetype.
Two brands of the drink are two different archetypes. The signs inherent in the archetypes are reflected in the visual elements:
"I" (the "lover" archetype) - pleasure and passion. Design: dark visual with gold inserts.
"Kind" is a "parent" brand - care and benefit. Design: light image with a green background.
Stand out from the competition
Defining your archetype helps a company stand out from its competitors. To create uae phone number list a unique brand, you need to have your own USP , and the theory of archetypes allows you to find it and differentiate yourself from others.
If we return to the example with drinks, then, as a rule, such brands rely on the theme of benefit and care for health, freshness of fruits and vegetables. These are the qualities of the "parent" archetype. But "I" went the other way and chose the image of a person in love. This archetype values moments of pleasure and sensory impressions. The brand reflects emotions that are not typical for this category of goods, which distinguishes it from other brands.
The archetype should form a single image on all platforms - the same colors, the same positioning, the same tone of voice. Each archetype has its own signs and characteristics. Companies adjust them to their own characteristics and create an image.
Form a corporate culture
The archetype is also important for the internal organization of the company. It influences the corporate culture. It is impossible to convey the desire for knowledge and new discoveries and be a company with a rigid structure and bureaucratic approvals.
Google is a "wise man" company. The archetype is associated with the search for knowledge and its demonstration. The corporate culture also welcomes new and unusual ideas and freedom of action.