Brand Archetypes: The Social Types
Brand archetypes are symbolic representations of fundamental human motivations, desires, and traits. Originating from the work of Carl Jung and further developed by Margaret Mark and Carol Pearson, these archetypes provide a framework for brands to connect with consumers on a deep emotional level. By aligning their brand identity with a specific archetype, companies can effectively communicate their values, mission, and personality.
A little about the Social brand archetypes
The Social brand archetypes are centered around the desire for connection, belonging, and community. They resonate with individuals who value relationships, empathy, and shared experiences. Brands embodying the Social archetypes emphasize the importance of unity, collaboration, and a sense of belonging.
Characteristics of these archetypes
Connection: Social brands prioritize building meaningful connections with their customers. They create spaces for individuals to come together, share experiences, and feel a sense of belonging.
Community: Community-building is a core aspect of the Social archetypes. These brands foster environments where like-minded individuals can come together, share common values, and support one another.
Empathy: Empathy is a hallmark trait of Social brands. They demonstrate a genuine understanding of their customers' needs, feelings, and experiences and work to address them effectively.
Collaboration: Social brands believe in the power of teamwork and collaboration. They often seek partnerships and alliances to create mutual benefits for their customers and the broader community.
Altruism: Altruism and social responsibility are important values for the Social archetypes. These brands often engage in philanthropic efforts and support causes that align with their mission and values.
So, what are the Social brand archetypes?
The Lover
Values: Intimacy & Connection
Brand Voice Words: Passionate, Empathetic, and Magnetic
Brand Message: “It feels amazing.”
Brands: Chanel and Hallmark
The Jester
Values: Pleasure
Brand Voice Words: Fun-loving, Playful, and Optimistic
Brand Message: “Life is short… Let your hair down!”
Brands: M&Ms and Oldspice
The Everyman
Values: Belonging
Brand Voice Words: Friendly, Humble, and Authentic
Brand Message: “I am just like you, and you are just like me!”
Brands: Ikea and Target
Why choose a Social archetype?
Choosing a Social brand archetype can be a strategic decision for businesses seeking to connect with a target audience that values community, empathy, and shared values. These allow brands to create spaces where individuals feel a sense of belonging and can come together to support common causes. Need help identifying your brand’s archetype? Reach out, and we’d love to partner with you!