In recent decades, especially in the field of branding, the model of archetypes has been widely disseminated to define the personality and image of brands, so that asking someone to what archetype your brand responds is almost as popular as asking a newcomer what his zodiac sign is.
In essence, an archetype is a pattern or model on which all those tasks that are of the same type can be developed. It can be said that they are templates, parameterized, archetype test or configured to use certain technologies that developers use as a basis to write and organize the code of the application.
We must be clear that a person can be a brand, but that a brand can never be a person. On the other hand, for a corporate brand to be coherent and relevant in its strategies, it is necessary to have a personality of its own in order to establish how the brand will be related in a built environment to establish relationships between “people “.
Precisely, the fact that social networks have been created to unite people is what makes brands feel dislocated in the era of social media. Think that the brands have for all time interrupted us when we saw our favourite program or when we read a magazine: The brands have never had their own audience until social networks appeared. Now they need to emotionally connect with their audience and get them to care about their history, their content.
Why does my Brand need a personality?
People are brands linked by a history, a past and a future. We are not isolated entities, we interact with people and we share experiences that make us special for them; thus we leave “mark” and we manage to differentiate ourselves. For a corporate brand, exactly the same happens, what unites us are the experiences we have had with them. The “personality” that transmits a brand will facilitate positioning in the minds of its audience and will provide coherence.
Being clear about what makes our brand unique and relevant will help us
• Identify and work on a topic relevant to the audience and the brand (Content Strategy)
• Create a Story and encourage conversations around it (Conversation)
• Allowing history to evolve over time and for the consumer to influence its evolution (Social Branding: the brand belongs to your audience)
• Make it authentic thanks to the synergies with the audience (Authenticity)
Brands are like stories; they need time to write, time to be told and time to enjoy them. Your audience is the one who will tell the story and will make it their own, if your brand has no personality it will be difficult for them to keep in mind it.
For example: Red Bull has the personality of the Explorer, seeks to reach the limit and overcome (gives you wings), so sponsors extreme sports and has these athletes as the main Influencers to tell their story.