Brand Archetypes

When you think of a brand, there is immediate connotations and consumer profiles associated with that brand - known as archetypes. We were introduced to this concept during a lecture the other week in which we were talking about stories brands and consumers try to tell. We discussed how brands use a 'trend story' or 'type of consumer' to pinpoint and focus their advertising by channeling it through their campaigns for that product. The idea that 'The Vamp Story' originates from the idea of a lover and seductress leading brands to want a sense of belonging within their adverts to attract this consumer as they value intimacy. Alternatively 'The Glam Diva' originates from the rule and queen who values stability and control giving brands a direct link to appeal to that consumer. Creating consumer profiles allows brands to play on the characteristics of that consumer and turn it into a story in which you as a consumer can connect with. I personally find this concept quite interesting how brands can create a whole identity and story for your] personal style when it appears as the consumers have the power in setting their own style stories. To the normal eye it would seem as consumers define the actions of the brands but under the surface the brands are the story masters. They create an identity for you to buy into and get addicted to. The obvious and more common stories are:

The Lover - Sexy Vamp Story - would follow brands such as KFC, Volkswagen, Compare the Market, Magners, Cadbury and Ferrari as they provide a sense of belonging.

The Innocent - Romantic Ingenue Story - would follow the same brands as 'The Sage'.

The Mother - Caregiver Story - would follow brands such as Volvo, Fairy, Mercedes, IBM, Apple and Lego due to the feeling of stability and service they give off.

The Queen - Glam Diva Story

The Mystic - The Sphinx Story

The Sage - Boss Woman Story - would follow brands such as Coca Cola, Persil, University of Cambridge and Lloyds as they offer a sense of understanding and freedom.

The Huntress - Tomboy Rebel Story - would follow brands such as Lynx, Sky, Diesel, Virgin and Nike as the brands provide a sense of risk and liberation.

The Heroine - Boho Adventurer Story - would follow the same brands as 'The Sage'.

Jungs Archetypes:

Within the lecture we were also introduced to 'Jungs Archetypes' and how he matches consumers to their fears and goals. For example, 'The Innocent' fears punishment but strides for happiness. Allowing brands to portray a vibe and message of happy and playful to attract that type of customer - typically associated with spring or summer seasons due to the more lively and energetic colours. His perspective and idea of an archetype is images/thoughts which have universal meanings across cultures which may show up in dreams, literature, art, religion etc - essentially all aspects and corners or communication, promotion and storytelling. If a brand can't tell a story the consumer has nothing to connect with and appeal to. The past influences and becomes the basis of the human psyche, directing and influencing present behaviour - e.g. consumer behaviour, brand narratives and storytelling. Its essential for a brand to clock on and gain a personality and narrative to have a direction to their brand/promotion to gain a loyal network of customers. It again allows you to connect and follow the brand and build a relationship with them - otherwise that brand has no place and standing in a market and has a very unloyal and irregular customers.

What I am?

After talking about all the different types of consumers it got me thinking which category I feel like I fit into. This is a very tricky question for me as I feel I don't fit into one of these categories - more like a few. I channel the typical ripped jean/leather jacket rebel look and a floral/embroidered more romantic look. I love frills and simple floral patterns but also love the effect of ripped jeans, biker jackets and band/slogan tees and think the opposing style can actually work really well together if put together the right way. The two styles can be at different ends of the line but it makes an outfit more intriguing and interesting as you then have contrasting messages coming across.