Lets talk Brand Archetypes the Nepali way
Thanks to Carl Jung; psychological archetypes have been a transcendent tool to the world of psychology and its subordinates. One particular sphere where psychology and recently archetypes have become worthy is Branding. It’s called brand archetypes. Brand strategizing is a complex task. By positioning your brand in one of these 12 archetypes, a brand can better streamline its strategizing towards their customer base.
What is an archetype?
An archetype, as simply as I can explain it, is an abstract character built out of very notable traits observable in the subject. Jung maintained that all humans have one dominant trait that leads to typical behavioral patterns, desires, values, and motivations. Put that in the context of branding and you have your brand archetype. Let us talk briefly about the 12 brand archetypes;
Outlaw
In walks the outlaw brand from the edge of society with its revolutionary offering. These kinds of brands stand at the forefront of change and progress. Their branding approach revolves around inspiring change in the face of dissent. One example of an out-law brand in Nepal is tootle, a ride-sharing app. Despite backlashes from the government and industry competitors, tootle refused to back down.
The Magician
You might be familiar with magicians. You often see them in fairy tales. A magician archetype inspires awe and wonder among its audience. and use it to spread the feel-good emotion. One brand with a magician archetype would be Chocofun.
The Hero
Just like a hero, the brand oozes determination and self-overcoming that’s palpable in their communication strategy. And that is also what they try to inspire their consumers to do. They strive for mastery in their craft. This kind of archetype usually is associated with sports brands all around the world. Sherpa is one of many Nepali brands that undoubtedly embodies this archetype. Sherpa mainly caters to adventure sports enthusiasts who move to check all the boxes of a hero archetype.
The Lover
The lover archetype is all about harboring genuine connections through love. Their purpose is purely to brighten people’s lives, make them, and their life more special. Blink now foundation, a nonprofit organization run by 2015 CNN hero Maggie Doyne, with its relentless social work, is undoubtedly a perfect example.
The Jester
A jester archetype has a desire for laughter. They tend to enjoy life and enjoy themselves. One could easily find characters possessing this archetype in movies like kabaddi kabaddi and chakka panja. In the case of branding, you could observe this comical nature in the brands’ approach to branding. Remember the ad by bonus chau chau that went something like “Bandre ko bihey gardiyoula”? Yes, look no further than that for the jester archetype.
The Everyman
These brands appreciate the ability to blend in with the crowd and appear to be an “ordinary man.” The Everyman persona is friendly and easygoing, and he lends trust, is upbeat, and wants to fit in. The voice of the Everyman brand usually is original, relatable, and welcoming. CG Group is the everyman brand in this case as they tend to cater to the average nepali populus.
The Caregiver
The caregiver is not very different from the lover archetype. The brands associated with it can often bounce around the two archetypes quite seamlessly. Brands possessing this archetype, along with the lover archetype, have a motherly-love sort of esque in them. We can think of Okhati Sabun synonymously with this archetype.
The Ruler
The ruler brand archetype exuberates power and has a king-like esque to it. These brands feed authoritative high achievers. They resemble status and prosperity. Isn’t Soaltee a hospitality brand that screams this narrative??
The Creator
The Creator archetype is all about invention and imagination which shows in their offerings. Their personality comes alive when they are creating something that didn’t exist before. Creator archetypes tend to see the world through a different lens. An example would be the National Innovation Centre run by Mr. Mahabir Pun.
The Innocent
The Innocent archetype desires simplicity, honesty, well-being and safety. Their marketing approach, usually, is wholesome instilling positive emotions. Vegans would be a good example of this archetype in the real world. It wouldn’t be a mistake if we put UG (Urban Girl) In this category.
The Sage
The sage archetype bounces around wisdom and truth. The Sage relentlessly pursues knowledge and is motivated to spread it. They guide people to the truth and contribute towards dismantling what is not true. Non-misleading news portals in Nepal are the Sage brands.
The Explorer
The explorer archetype, as the name suggests, consists of sheer will to explore the unexplored and constantly puts itself in the face of uncertainty. Customers of this archetype embrace freedom, adventure and discovery. We would place The Last Resort Nepal in this category.
So, what archetype does your brand fit in? Once you have identified it, it will be easier for you to frame your bran’s story to your customer. For example, if your brand fits within the caregiver archetype, you know what your brand message should be. It should be towards showing your customers that your product/service is of a caregiving nature. That way you will be able to not only make sure that your customer will get the service that they expect, but also help reach new customers who might be looking for a service/product within your brand’s archetype.
