Your brand voice, Part III: Understanding the Social archetypes can help you to connect with your audience

A personal brand is a powerful and authentic representation of yourself. It allows you to communicate your value and differentiate yourself from competitors. A brand archetype is a structured approach to connecting and communicating your brand values and building unbreakable bonds using human psychology. 

This is Part III of a four-part series to explore the twelve brand archetypes and help you utilize this powerful framework to influence client buying behaviors and create real client connections. 

You need to start by understanding your own brand archetype. There are several quizzes online that will help you identify your primary and secondary archetype. You can then craft your brand messaging (marketing, website, etc.) to align with that archetype.  Understanding all of the archetypes will allow you to appeal to a wider range of customers and partners. 

The Social archetypes seek connection and relationships above all else. They are motivated by a drive to collaborate and approach the world from a place of empathy. The three archetypes in this quadrant are The Everyman/Woman, The Jester and The Lover. 

• The Everyman/Woman: People that align with this archetype are friendly and value authentic connection. They strive to be relatable and want to find a place to belong. They are typically humble and believe that if you work hard, you can achieve anything. You can appeal to the Everyman by speaking to their desire to revel in life’s simple pleasures. Examples of corporate brands that demonstrate this archetype include IKEA and Budweiser. 
• The Jester: The Jester believes there is good in every situation. They deal with life by seeing the fun and always staying positive. Their core desire is laughter and good times. Jesters are the life of the party and aren’t afraid to be the center of attention. Examples of corporate brands that leverage this archetype are Old Spice and M&Ms. 

• The Lover: The Lover isn’t just about romance, but they are all about pleasure and passion. Lovers don’t like to be alone and will seek companionship in all aspects of life. They want to make the world more beautiful. Examples of corporate Lover archetypes are Hallmark and Godiva. 

Social archetypes are all looking for community and shared values. If your brand messaging gives them a sense of belonging and rallies them into a common cause, you will win with this archetype group. 

Cara combines her 25 years of experience in corporate America and her passion for digital content to help small businesses and entrepreneurs thrive online. Contact her today to tell your story and connect with potential clients authentically. Find out more at her website.