CONTEMPORARY ARCHETYPES TO BUILD BRAND INFLUENCE
A long time before social media marketing became a phenomenon, or even advertising existed; we knew of ‘Archetypes’. Not technically being applied on brands, per se, but on personalities of people that all of us tend to admire. These archetypes told us more about what we aspired to be, and with time, they evolved into something much more powerful. Today, they are used to create distinct voices and personalities of a brand. Call them the heroes, or better yet, the ambassadors.
While there must be a long list of archetypes hidden in an ancient temple, waiting to be deciphered, only a few of them are actually gaining traction in the social media world today.
Here are some you can’t miss:
THE WHOLESOME LIFE
No longer is working out and eating well the social media war-cry. Brands nowadays are creating their strategies around support for a healthy and complete routine. So it’s not just nitpicking details anymore; your strategy is the embodiment of a complete lifestyle.
Examples: Banana Republic, TAG Heuer, Adidas, Nestle
THE FUN, FRIENDLY CROWD
Social media comedy has evolved just as much as the archetype in question. No longer are we dealing with one-man shows, instead, content focusing on the ‘squad’ is gaining traction across different channels.
Examples: Dunkin’ Donuts, Coca-Cola, Yellow, StoneAge
Most fashion brands are now relying on industry icons bringing their unique personality to the table. Marketers are constantly choosing people with personalities that go way beyond the barriers of a brand.
Examples: UN Women, ColorPop, GQ, WeWoreWhat
THE GAMING ICON
Scouting gaming stars and sports players with a huge fan following is becoming a rising trend for brands. However, they prefer solo players rather than sponsoring entire teams. The sports enthusiast is a major archetype, and its personality spreads like fire.
Examples: Tinder, RedBull, Slim Jim, Head & Shoulders
Narratives created around a life full of traveling and adventure – that’s what the audience wants and that’s exactly what they’re getting. Influencers are coming up with content with storylines that speak about journeys rather than places.
Example: Skype, Marriott, Louis Vuitton