How to Build a Brand Personality With Brand Archetypes

Big brands hardly win customer loyalty, usually with years of promotional campaigns reinforcing brand messaging. The online outlets of high street retailers, market places such as Amazon or Alibaba, and suppliers gradually selling directly to the customer are these retail behemoths. 

In any way, big brands are the eCommerce minority, but the emphasis of this article is how they create a brand personality based on the archetype of the brand and why you can also do so with your eCommerce brand.

Create a better brand

Most distributors do not sell their own goods, but rather are resellers, distributors selling other products of the people, and thus emphasize the concept of niche segments. They are focused on what their customer is looking for, rather than creating a brand personality, and what they intend to do with these products.

For general or niche shops like these, the issue is that the customer is fickle, with interest and preferences shifting. The customer has all the leverage in this merchant-consumer relationship, and they are unlikely to be loyal to you.

You need clients to come to you and stay with you to avoid chasing customers and scale up beyond a few 1,000 sales a month. You need to identify a brand personality that your consumers want to connect with and trust to accomplish this. This character is generally based on an archetype of a brand or a combination of archetypes.

How to Build a Brand Personality

One way to develop a brand personality is to become the product authority, the attributes and uses, demonstrate empathy and compassion in their situation or pain point or key motivating factor, and thus persuade the consumer that they need you or your expertise.

This is not to say don’t listen to your customer, but rather don’t get stuck responding to customers in the hearing and now fickle shifting requirements, but rather become an influencer and lead trends in the consumer.

What is a Brand Archetype?

Carl Jung, a Swizz psychologist and creator of analytic psychology, describes 12 archetypes; these basic and instinctive types have become the backbone of modern brand growth. Each of its archetypes represents a widely recognizable character that can then be used to establish the brand personality until combined with your brand. 

The impact can be incredible, encouraging the audience to connect with brands and evoke a sense of belonging from the emotional response.

What are the Benefits of Using a Brand Archetype?

While most of your rivals compete on just USPs, other advantages and costs, you can compete on a more instinctive, deeper level with brand archetypes and allow you to distinguish your product through emotion from the others. 

Instead of marketing stereotypes rooted in particular standards of culture, you can select archetypes rooted in universal truths that are inherently human, emotional, rich, intuitive, and distinctive.

Let’s look at the Jungian archetypes.

How to Define an eCommerce Brand Personality

1. Define the Jungian archetype of your organization. Now you know who you need to cater to. Adapt it as appropriate, putting emotion in the sense of an aspiring lifestyle at the heart of your communication (emotion drives the purchasing decision).

2. Ask what is important, what motivates your audience. Rank these according to significance. Split audiences where you believe an extra audience is becoming evident and then do the same with this new audience (define a new persona). 

3. Brainstorm how to put the product line and service range for each individual in the sense of wants and needs. Consider carefully the imagery and video that could be used.

4. Usually, this is the CEO or founder or owner, but it can be anybody who can sympathize with and have empathy for the interests, wishes, and desires of your chosen audience. Their role is to weave together the customer base’s commonalities, the obstacles they have encountered, and show the emotions they have experienced. How they conquered, mastered, gained, and then shared those experiences with loved ones and showed the positive outcome of their lives and lifestyles by doing so.

They need to feel that they can do the same with your support somewhere they can join others on the same path. Obviously, this is in the sense of using your product or service to accomplish whatever inspires them. 

5. Reflect and aspire to the ideals your customers hold dear. The emotions associated with these ideals should grow with your branding icon, logo.

6. To communicate with your desired audience, create an origin story for your brand using your brand personality. 

7. Create a content strategy that takes into account the touchpoints mentioned below, using your brand personality.

Brand Communication at Touchpoints

Every touchpoint is a chance to connect with your customer base about the brand values you share, thereby re-enforcing the message that they belong to the same party. Always give them something extra that they can connect with during your communication, go beyond just the sales pitch, along with a sense of belonging. 

If you need help of professional brand strategist for your brand, you can always hire one!

Louie is the father behind the travel blog Browseeverywhere.com. He has a background in photography, E-commerce, and writing product reviews online at ConsumerReviews24. Traveling full time with his family was his ultimate past-time. If he’s not typing at his laptop, you can probably find him watching movies.

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