Brand Dots

Posts Tagged ‘Archetypes’

Sean John Combs has created one of the strongest entertainment brands of this generation.   He is involved in hip-hop’s Bad Boy Records, has two clothing lines (Sean John and Sean by Sean Combs), a film production company, and two restaurants.  There is no question that he has built an empire out of his personal brand.

The world’s most powerful brands typically align themselves with a well-known archetype.  This is true for all types of brands, including celebrities.

I’ve enjoyed watching Comb’s celebrity evolve over time.  He started his rapping career as Puff Daddy.  People nicknamed him Puff or Puffy.   In 2005 he decided to change is name to P. Diddy, which eventually was changed to plain-ole’ Diddy.  This guy has had more names than I can count on one hand.  Through all of these name changes, you would think that Comb’s brand would be worthless, but quite the opposite happened.  With every name change, he worked toward reinventing himself.

In the beginning Diddy personified the outlaw archetype.  He was born in the Harlem projects, his father was shot and killed when he was a small child, and when he started the Bad Boy label, he became involved in the East-Coast/West-Coast Hip-Hop Feud.  In true outlaw form, he eventually faced gun possession and bribery charges.  Combs and his brand embraced the outlaw archetype.  He was a rebel, completely outrageous, and eager to start a hip-hop revolution.

Combs knew he couldn’t maintain success if he continued to embrace the outlaw persona.  He had to change his image.   This is where the name changing began.   Diddy’s new name, or maybe I should say names, were an attempt to reinvent himself as the ruler archetype that he is known as today.

Sean Combs has been able to reposition himself as the king of hip-hop, fashion, and all things entrepreneurial.  This is evident through his I am King fragrance campaign, Sean John ads, Ciroc commercials, and every interview that he is in.  He is an empowered, successful leader.  He’s gained credibility by showing the public that he can be a trusted, responsible, and dependable role model.

This rebranding strategy has worked for him.  He has taken control of his image and has acquired overwhelming success.  His net worth is currently estimated to be more than $346 million and will only continue to grow.

Celebrities reinvent themselves all the time.  Can you think of any good examples of celebrities that have switched from one archetype to another?

Harley-Davidson is one of the most celebrated American brands today and there’s a good reason for their popularity. The motorcycle company has been around for over a century and has had to do very little advertising.  They have built such a strong sense of community among its owners that the brand practically sells itself.

They clearly embrace the outlaw archetype.  When you think Harley-Davidson you think of rebellion, leather, freedom, nonconformity, and endless possibilities.

This commercial says it all.  When you ride a Harley, you’re not just purchasing a motorcycle; you’re becoming a part of something larger.  You’re joining a fleet of black shirt wearing rebels. You’re becoming a part of a group of people that share common interests: the love of the road, riding, and the H-D brand.  It’s not just a bike; it’s a way of life!

Here are several ways that Harley-Davidson has built community among it faithful fans and loyal customers:

• The Harley-Davisdon Owners Group (HOG) was established in 1983.  This group’s membership is restricted to owners.  Brand loyalists are the only welcome members of this community.
• They’ve started Harley-Davidson rituals and traditions through virtual interactivity.  They sponsor Harley rallies, encourage members to share their brand experiences, and even created a H-D Museum .  Harley fans can plan an entire trip through the company website.  They can make travel accommodations, rent bikes, and plan their travel routes. They’ve created a virtual community online.  Their website allows enthusiasts to participate in the brand experience, even when they are away from their motorcycles – Internet marketing and brand building brilliance!
• They give back!  The H-D Foundation encourages employees to volunteer for service organizations, such as Big Brothers Big Sisters, veteran groups, and community revitalization projects, among other things.

Harley-Davidson outlets are more than just retail stores and motorcycle dealerships.  They are a gathering place where riders can trade stories and talk to others that share the same passion.

Every company should strive to create the same type of meaningful brand experience.

So, how many logos would you consider tattooing on your body?  For Harley-Davidson followers, there is no question.  Harley Davidson is more than just a brand – IT’S A LIFESTYLE!

Behind every strong brand, there’s a great story.  If a brand is going to have substance, there has to be a deeper meaning behind its existence.  Developing a brand story can be harder than you think, but it is necessary for every business.  Storytelling has been used since the beginning of time to connect people, develop understanding, and share history, thoughts, and emotions.  And after all, our emotional attachment to a brand is what influences most of our purchasing and investment decisions. 

As you develop your own brand story, there are a few very important guidelines, you should keep in mind.

1) Clearly communicate your story: Who are you?  What do you do? Why do you do it? What sets you apart from your competitors?  Why do customers need you?  Explain your history, values, and the meaning of your brand.

2) Incorporate your archetype:  Identify which archetype your company embodies and develop your story around it.  Embrace it!  The copy on your website, advertisements, your logo, and all of your marketing and promotional communication should exemplify your archetype.

3) Use imagery to tell your story:  Choose colors for your logo that convey a message to your customers.  Choose the font, pictures, and images that communicate who you are.  What do the colors, font, pictures, etc. represent?

4) Appeal to your employee and customer’s emotions:  Think about how you can communicate your values to your audience on an emotional level.  How can you connect with others?  How can you promote your goods and services in a way that will make others choose what you offer over your competitors?

5) Send a consistent message: From mission statements, to taglines, to writing your employee handbook on how you conduct business – the message that you send to your customers should remain the same. 

 The idea here is to connect with your audience and to create a meaningful brand.  Your company may have the latest in technology, the best public speakers, and the hardest working team, but without substance, your brand will mean nothing to others.  And if you’re going to send the right message to your investors, customers, and employees, you’ve got to first identify what your brand means to you.  So, how can you use storytelling in your brand strategy?

12 Brand Archetypes

One of my all-time favorite books on branding is The Hero and The Outlaw: Building Extraordinary Brands Through the Power of Archetypes by Margaret Mark & Carol Pearson.   It references many well known brands that use archetypes to promote their products, relate to customers, and differentiate themselves.  People find a way to connect with brands through the use of archetypes.  

Brandhouse.com will allow you to Find Your Archetype by taking a quick online quiz.  Once you identify your archetype, find a way to incorporate it into your promotional strategy.  Your archetype should mirror the identity you desire for your brand.  If it doesn’t, don’t feel limited by your test results.  Brandhouse.com is only a tool.  If the description does not fit into your plan, feel free to develop a different archetype!  In addition, modeling your business after an archetype that is unique to your industry could give you a competitive advantage.  Be a leader within your industry and distinguish your brand.  

Can you identify which archetypes are embodied by your favorite brands?