Brand Archetypes 101
Everyone loves a brand they can connect with. Whether it’s a funny commercial, celebrity spokesperson, quality product, or catchy packaging, people tend to gravitate towards brands that they can relate to emotionally. Maybe you only use Apple products, or maybe you will only grocery shop at Publix. Either way, most people have product or business preferences where an alternative just won’t do the trick.
In 1947, psychologist Carl Jung posed the theory that 12 essential characters exist in everyone’s unconscious mind, each one battling for dominance. Since then, marketing experts have utilized this theory, stating that each brand fits into one of the 12 archetypes or “characters.”
These characters are all based on universal patterns of behavior that everyone can instinctively relate to. The following human desires each match with a specific character or “archetype”:
- Power = The Magician
- Mastery = The Hero
- Liberation = The Outlaw
- Freedom = The Explorer
- Understanding = The Sage
- Safety = The Innocent
- Intimacy = The Lover
- Enjoyment = The Jester
- Belonging = The Everyman
- Innovation = The Creator
- Control = The Ruler
- Service = The Caregiver
The outlaw archetype tends to be disruptive, rebellious, and combative. This is the type of brand that attracts people who like to live life on the edge, encouraging revolution and empowerment. Harley Davidson motors is a great example of an Outlaw.
Related Industries: Automobiles, Tools, & Apparel
The Magician is a reassuring archetype that wants to make your dreams come true. They want their customers to feel like anything can happen and that one is only limited by their imagination. A perfect example of this would be Disney.
Related Industries: Entertainment, Health & Wellness, Cosmetics
The Hero archetype is honest and brave. They have the determination and desire to make the world a better place. Businesses like Nike and FedEx lean towards the Hero archetype due to their motivation to prove their worth.
Related Industries: Sportswear, Outdoor Equipment, Trade Services
The Lover archetype can be sensual and soothing, seeking pleasure from the experience of intimacy. Some brands that relate to this are Victoria’s Secret and Chanel.
Related Industries: Cosmetics, Wine, Food, Travel
The Jester archetype is the playful, fun-loving optimist. The Jester is all about living life in the moment and ensuring that the people they surround themselves with are as happy as they are. Some great examples of companies that utilize this persona are M&Ms, Old Spice, and Dollar Shave Club.
Related Industries: Beer/Liquor, Child Services
The Everyman archetype is authentically humble and friendly. They don’t like to stand out from the crowd, so they seamlessly blend in to society. They tend to be very positive due to their need to fit into a group. Target and Ikea are both great examples of brands that fall under the Everyman category.
Related Industries: Foods, Home & Family Life, Apparel, Automobile
The Caregiver archetype has a warm and caring personality. They are often thought of as maternity figures due to their need to protect others. Toms and UNICEF both have brands that make them perfect caregivers.
Related Industries: Elder Care, Non-Profits, Hospitals, Education
The Ruler archetype has a very refined and commanding presence. Above everything else, the ruler needs control. They can be considered intimated at times due to their authoritative actions. These brands consider themselves to be the best of the best and want their customers to feel the same way. Mercedes-Benz and Rolex are both obvious Rulers in their industry.
Related Industries: Luxury Automotive, Watch Manufacturers, Hotels, Formal wear
The Creator Architype tends to be provocative and inspirational, always wanting to create something incredible. Imagination and creative expression are two things they value the most. Lego, Apple, and Adobe are all great examples of creator brands.
Related Industries: Arts, Design, IT, Marketing, Writing
The Innocent archetype is always humble and honest. They have a positive view of life due to their inherent optimism. Companies like Dove and Aveeno would be considered Innocent brands.
Related Industries: Beauty & Skin products, Fresh Food, Cleaning Supplies
The Sage archetype is knowledgeable and understanding. They seek truth above all else and want to share their knowledge with the world. Examples of sage-like bands would be Google and the University of Oxford.
Related Industries: Media & News, Schools & Universities, Educational Businesses, Search Engines
The Explorer Archetype is exciting and fearless. They have very daring personalities and don’t like to be pinned down. They love to push themselves out of their comfort zones and are on a constant road of discovery. Patagonia, North Face, and Jeep are all true Explorer brands to the core.
Related Industries: Extreme Sports, Outdoor equipment, Automotive, Travel
You may be wondering if your archetype is that of your customer or that of your brand, and the simple answer is both. Archetypes represent all personalities. First, we must figure out your customers’ personalities and then tailor your brand to the archetype that is most attractive to your customer base. Define your character and begin your story!
What a Full-Service Ad Agency Can Do for Your Business
Put simply, a full-service agency will expertly collaborate with you and execute all things within the realm of marketing and advertising. This encompasses everything from strategic planning to production, social media, digital advertising, content creation, data analysis, and more.
But let’s be honest… that may sound like a lot to try and understand in one fell swoop.
And that’s why we’re here to reorganize all that into the top three specifics that are most relevant to you and your business:
#1 — Share Your Message and Strengthen Your Brand
Did you know that research indicates you can increase your revenue by 33% via consistent branding? After all, your branding is how your audience recognizes you. Thus, our art and design experts are available to help you reimagine and/or reinforce your existing brand identity so that you can accurately and consistently present yourself across your chosen channels.
What’s more, your website is integral to your branding. As customers become interested in your services and/or products, they will often — if not inevitably — find their way to your website to make the decision on whether or not to act with their money. That’s why our web developers specifically customize your online presence with your unique sales funnel and customer journey in mind!
That all being said, your brand isn’t only built on color schemes and back-end codes. That is, copywriting is integral, too!
By using a consistent voice in your written copy, you can enhance your credibility, increase your engagement, and more effectively share your brand message. Consequently, our copywriting specialists are experienced in writing for a variety of tones, mediums, and industries — because words will touch nearly everything involved in advertising.
#2 — Reach Your Target Audience(s)
When you reach out to your target audience, how can you really be sure you’re capturing their attention? Easy: You get personal.
“Our research shows that 71 percent of consumers expect companies to deliver personalized interactions,” McKinsey & Company reported. “And 76 percent get frustrated when this doesn’t happen.”
Thus, our social media aficionados are equipped to help you promote, engage, and generate leads across a variety of social media platforms. This includes organic Facebook posts, Instagram ads, and even LinkedIn and Twitter.
But what about when you want to be more than just social — you want to be seen? Well, that’s where our production department comes in! Specializing in both photography and videography, our team is available to bridge the audiovisual gap between traditional and digital media. Whether you’re looking for a radio commercial, YouTube ad, or even an on-site photo shoot, our agency has you covered.
#3 — See Results That Evolve with the Market
As we previously alluded to, there’s little doubt that consumer habits and trends have skewed increasingly from traditional media (like billboards or television commercials) into the digital media realm (including social media, search engines, and more).
And while this pivot may feel overwhelming, we assure you that it’s actually more reliable and insightful than ever.
“Brands can’t specifically analyze exactly how many consumers purchased a product because of a specific billboard advertisement,” Forbes explains. “However, they can track exactly how many people clicked on a retargeting ad, where they came from, how long they stayed on the site, and the content they engaged with.”
And that’s why you can rely on our agency’s research and strategy specialists. Trained in the unique science of competitor analysis, ROI tracking, and industry deep dives, they are your one-stop-shop for keeping up with the latest marketing trends so that your campaign strategy remains one step ahead of the crowd.
At the end of the day, our full-service marketing agency is equipped and ready to help you interact with your audience across all channels, rather than interrupting them. After all, what better way to establish a lasting relationship with them?
So, if you’re ready to interact with your customers and our agency, contact Mad Men Marketing today by calling 904-355-1766! We look forward to helping your business grow and thrive.
The Three Steps Involved in Creating a TV Commercial
“It is expected that TV advertising revenue in the United States will grow … to 81 billion [dollars] in 2025,” Statista reports. And oh, we know: you want in on that.
But without experience behind the camera — let alone walking meticulously through each step of commercial advertising — you might (understandably) not know where to start.
So, if you’re looking for a basic three-step rundown on the commercial creation process to help you get prepared, simply read on with us:
Step One: Pre-Production
Pre-Production is the planning phase that involves brainstorming, establishing a vision, writing the initial script, and creating a shooting script and/or storyboard.
The difference between a shooting script and a storyboard is that…
- A shooting script is written descriptions of visuals that will be captured to represent the content of the script
- A storyboard includes drawn thumbnails or illustrations to convey what those shots will look like.
Otherwise, in addition to the aforementioned, pre-production may also include “hiring the actors and crew, finding locations, determining what equipment you’ll need, and figuring out the budget,” as explained by MasterClass.
Step Two: Production
Production is precisely what you might expect it to be: it is the process of going on location or into a studio in order to capture all of the video/audio content that will be in the commercial.
This includes shooting scenes with the required actors/talent, capturing any B-roll content to be spliced in, and recording audio (such as voiceovers or custom music).
And remember, when you’re deciding what that content should be, always hone in on the interests in passions of your target audience. This is because “video viewers said relating to their passions is 3X more important than content featuring famous actors,” as reported by Google.
Step Three: Post-Production
Post-production is where everything comes together in the process of editing.
Production specialists will use video editing software to cut together the best shots from the footage that was captured before laying in the audio bed, which includes:
- Sound effects
“Additionally, this is the point at which any other visual elements — like motion graphics — will be added in order to create the final product according to the established vision during the pre-production process,” Mad Men Marketing Director of Production Tamara Dileo says.
And remember: if you aren’t sure what story or message you want to convey on-screen, you’re not alone — Mad Men Marketing is ready to help you adjust your focus!
From photography to videography and more, we’re eager to get behind the camera and help you capture your brand’s vision. After all, our research-driven and content-inspired agency believes that your television commercial should help you to interact with your audience, not interrupt them.
So, are you ready to interact? If so, reach out to Mad Men Marketing today by calling 904-355-1766!
Top Reasons Why Great Copywriting Matters in Advertising
In a world where videos and photos are all but overtaking our collective attention spans, you might focus your marketing efforts more on painting a picture than you do crafting a beautiful sentence. After all, this is a common sentiment today.
But while design is one of the most aesthetically effective means of capturing an audience’s waning attention, you can’t discredit the power of storytelling and excellent copywriting altogether.
Here are our top three reasons why:
It Generates Influence
Perhaps a picture is worth a thousand words, but what is a social media post without its controversial caption?
What is a billboard without the few bold-print words that drive the brand’s story home with just a passing glance?
What is a beer commercial without the witty quips and jokes that actually manage to pull a chuckle from you?
In essence, how much emotional power are you relinquishing by not backing your brand image with creative copy?
“One of the most powerful things a copywriter can do is break down a reader’s guard with an unexpected approach,” Hubspot explains. “Every story has a myriad of angles — [their] job as a copywriter is to find the one that resonates.”
Visual imagery is integral within advertising but, without the right words to back it up, you’re losing out… on both impact and ROI.
It’s the Language of Audience Engagement
Particularly in a world that is becoming increasingly dependent upon digital interaction, your business’s success isn’t just about the leads that walk through the brick-and-mortar door — it’s also about the reputation you garner online through engagement.
Think about it: The nature of the feedback found in comment sections and reviews are capable of making or breaking some brands, as word of mouth is a powerful tool in the modern day and age. (Hello, earned media.)
Additionally, how you react to those messages — either in a DM or comment or through a larger, responsive campaign — contributes to this ongoing relationship between you and the consumer.
Thus, crafting copy that is specifically designed to appeal to your target audience through every step of the buyer’s journey is integral to your overall advertising strategy.
“In order to create copy that inspires … agency executives must conduct extensive research on how to craft a message that will resonate most,” according to Forbes. “This could range from creating buyer personas to determine the attitudes of those to whom the copy is catered, or speaking with emotion to build a deeper bond between company and consumer.”
It’s Your Brand and Your Story
When it comes to your specific brand, it’s worth asking: Who are you? And how do you want to be perceived by your audience and potential customers?
After all, it’s not all about buzzwords; rather, it’s about how you use both tone and voice to effectively communicate over time.
When you’re building your brand, you want to aim for authenticity and use the language that will best invoke your values and/or message. What’s more, you want that language to remain consistent across different platforms and copywriting mediums, thereby making you recognizable to consumers.
With “bad” or inconsistent copywriting, you might seem ingenuine or unfamiliar to your existing audience in new spaces. Worse, new customers might misinterpret your message, thereby feeling skeptical, let down, or as though they’ve been fed false promises through your use of language.
This is all to say, when an audience knows you, they can trust you and become repeat customers in the future. And the best way to be known? Is with strategic copywriting that is dedicated to consistent and comprehensive brand communication.
But if you don’t know where to begin crafting the right copy for your brand, don’t worry — Mad Men Marketing has got you covered!
Our research-driven agency consists of digital strategists and creative copywriting wordsmiths who specialize in optimizing your brand’s presence, be it online, through print collateral, or other traditional means of advertisement.
After all, we believe your copy should help you interact with your audience, not interrupt them.
So, are you ready to interact? If so, reach out to Mad Men Marketing today by calling 904-355-1766! We can help you grow your business through the innovative application of copywriting. You have our word.
Best Practices for a Creative and Productive Day!
As creators, we can’t always control our creative flow and, consequently, our productivity level. Fortunately for us, there are practices we can implement that just might increase creativity and production in our daily lives.
Here are a few that we recommend:
Get in Touch with Your Intuition
Albert Einstein called the intuition “a feeling for the order lying behind the appearance.” There are patterns in our daily lives, organic ways in which the world moves that we can tune into and harness for our own creations.
Tuning into this natural flow allows us to arrive at conclusions that just make sense. When you can’t find anything new in the patterns around you, ask questions about them. If this doesn’t work, it may be time to switch up your environment: go play.
Shake Up the Pattern
“Our brains are constantly changing, they’re adapting, they’re learning, they’re dynamic,” according to Dr. Sahar Yousef, a UC Berkeley-trained cognitive neuroscientist. “It’s truly a canvas, and you can change and manipulate, depending on what you’re exposing your brain to. You can create different associations.”
You don’t have to go as far as taking a vacation to the other side of the world, but maybe change up your routine a little bit: go for a jog before sunrise, take a drive through a different side of town, listen to a new artist or playlist. There are plenty of ways we can find new perspectives and patterns we never thought about before. Although these changes can spur creativity, it’s not always good for the production side of things.
Keep Your Work Area for Work
“What is important here is intentionality in the environments we choose to do specific types of activities,” Yousef says. So, while switching up your daily pattern can help spur creativity, keep your actual work area for focused productivity so that your brain doesn’t get confused.
When we start allowing copious amounts of emails, meetings, calls, or even meals to interrupt our productivity time, we are training our brains to multitask instead of focus on the task at hand. Set aside some time for these distractions outside of where you are productive so that when you get back to your productivity space, your brain knows it is time to focus.