In startups, a product is often born even before the brand is thought of. This leads to the fact that one day you will be faced with the question – what name will best sell our functionality? Based on what parameters should you choose a logo? What language should a startup use to write about itself on social media? How to stand out from the crowd of similar ones? These are all secondary issues, and solving them in isolation from the brand strategy is like trying to teach a person who does not have a skeleton to walk.
Our Portland digital agency provides you with info about archetypes ob global brands. To the technically minded startup founder, this line of reasoning sounds ephemeral, but the brand is the skeleton of the project, a tool that sets you apart from the crowd, lowers marketing costs, builds audience loyalty, and turns “just customers” into evangelists.
How Startups Are Gaining Worldwide Influence
Influence grows not when people buy a product, but when they follow a brand. The reason is anthropomorphism: people perceive brands as living beings, with a name, a manner of speech. And they enter into relationships with those whom they sympathize with. Typically, these are brands whose personality resembles themselves.
These are not just advertising pictures – there are 2 bright personalities behind them. Apple – Rebel Innovator: Was originally aimed at aspiring creatives. Microsoft is an Administrator: on the contrary, it attracted practical managers, personifying their idea of sustainable management.
So, brand personality is a set of human characteristics attributed to a brand. It is the personality of the brand that forms the basis of identity, determining the name, positioning, design, content marketing, promotion, and even internal things like hiring employees. And it is the personality of the brand that the audience follows.
How To Create Brand Identity
To do this, in marketing, we use archetypes, each of which has its own logic in behavior and a recognizable role in the world. Archetypes are structures of the collective unconscious that are intuitive to any person and are used in branding in order to instantly form the right impression and explain who you are.
To create a brand personality, we conduct research, identify the main and secondary archetypes (up to two secondary ones), decide which one best reflects the audience, product, founders, then we combine them – and we get the brand personality.
How archetypes work in branding
Typically, the circle of archetypes is replicated by repeating textbook brands, so I will add new names of startups and B2B companies, and give a short analysis of the personalities of these brands.
Telegram – Rebel, Idealist
The brand is built on two contrasting archetypes: the Idealist (mainstream), who promotes the idea of safety and security, and the Rebel, who calls for freedom from government control.
Despite the fact that the brand did not go through specialized agencies, it is inextricably linked with the charismatic personality of Pavel Durov. And he managed to show bright features, form a unique image and even ideology.
Manifestation of the Idealist in Telegram: safe, with baby ducklings on the main page, simple logo without hard or rough corners. White – the color of purity and perfection on pure blue – has already become a classic in the field of information and technology. The symbol of a paper airplane (again a reference to the theme of childhood). The idealist raises the topic of morality, a clean reputation. These brands strive to make good, the right products, be optimistic, and strive for perfection.
The Telegram promotion strategy was initially built on the Rebel archetype under the slogan “Let’s return our right to confidentiality.” This brand promise is no longer about a safe world and funny ducklings, but about radical changes. The rebel challenges the established order and leads to change. Here, the brand’s strategy is already – a public confrontation (in this case with the authorities) is a confirmation of the promise.
If a pure brand rebel leads to liberation in any way, instills fear and often brings destruction, then Rebel + Child is an innocent rebellion without sacrifices for the sake of a deliberately positive ideal (safety and privacy), which ensures the sympathy of a wide range of people.
Google – Sage, Intellectual
The task of the Sage archetype is to provide us with information. Google’s mission is to organize the vast (and seemingly infinite) amount of information in the world to make it public and useful.
Everything from the mathematical context of the name to slogans and product names (Smarter tools. Better results) Google demonstrates a holistic image of the Intellectual archetype, whom people always trust when it comes to information, objective data and accuracy.
Amazon – Finder
Seekers’ brands always includes help in finding, in the development of new territories, going beyond the borders, opening a new one.
Here’s what Amazon sounds like: “Helping consumers find, discover, and buy anything, and empower businesses and content creators to maximize their success. Amazon’s vision is to create a place where people can find and discover everything they want to buy online. “
Searcher brands often associate exoticism and diversity. The exoticism and search theme, the paths are reflected in the naming – the company is named after the Amazon River, the deepest river in the world, and their first logo was a river path through the letter A.
The seeker is also looking at us from today’s logo, which was developed by the creative agency Turner Duckworth. They were able to perfectly express all the rational and emotional benefits of the brand seeker. Today’s logo speaks for itself: it is a smiley arrow, a path from A to Z, through “whatever”.
Pipedrive – Hero
The Hero (Warrior) archetype appeals to those who love and support challenges. It’s about overcoming and winning, and selling is always overcoming. The archetype helps a brand to motivate salespeople around the world to set new records.
Pipedrive values are the values of the Hero archetype: simplicity, clarity, mutual assistance, focus on actions, assertiveness and inspiration.
In articulating the mission, Pipedrive also brought a militant context to it: “to be the weapon of choice for scaling companies around the world.”
Pipedrive can be safely sent to the marketing textbook as an example of a perfect example of a hero brand, because absolutely everything – from naming to design and marketing messages – conveys a holistic heroic image.
THEUNSEEN – Magician
Magic brands are not about selling dried mice or potions, but about everything that is a miracle for others. The most obvious aspects of a magic brand are transformational experiences and a sense of the impossible. This transformation is often associated with a future that has really come, or with the acquisition of a new identity.
THEUNSEEN is a London-based startup founded by textile alchemist Lauren Bowker (yes, that’s what she calls herself). Lauren opened a design and chemical innovation studio to create magical experiences and change the world. She did it. THEUNSEEN cooperates with major players in various industries: Virgin Galactic, Tom Ford, Selfridges, Formula 1, Swarovski, Bentley.
The startup has implemented the idea of colors that change depending on user interaction or the environment in which they are located. They expanded the very concept of color, that is, they did the previously impossible.
Revolut – Rebel, Ruler
“We launched Revolut in 2015 with the bold goal of turning the financial world upside down. So, are you ready to join our revolution? “
The Revolutionary (Rebel) is an archetype that helps brands to awaken the desire to free themselves from an imposed common standard. In this case, the traditional banking system. The rebel is here in unambiguous naming, and in calls for revolution, and radical messages, and opposition (Some pay. Others revolut).
The Ruler archetype is the niche itself (control over finances, wealth) and the desire to dominate the brand’s proposal to use the “radically better bank”. At the moment, the Heraldist & Wondermarks agency is working with the archetypal strategy of Revolut, and, most likely, we will see a slight shift from the Rebel archetype (since the revolution has already taken place) or a more clear manifestation of character.
Instagram – Hedonist, Friend and a Little Creator
Kevin Systrom had 3 goals for Instagram, 2 of which bring strong emotional value to the user and shape the brand’s personality:
make mediocre photos of smartphones beautiful (and this is the dream of people who have the archetype Estet, aka Lifelover or Hedonist);
use them in several social networks (again Hedonist and another Friend, which, by the way, was more manifested in the first Instagram logo);
to realize simple and fast loading (functional value of the product).
If we talk about the personality of the brand in the language of archetypes, then these values, the functionality of the product, the design of the logo with its pink color – all about the dominant in the archetype in Love. The personality of the Instagram brand is a passionate lover of life who wants to experience and show bright and beautiful moments to people from all over the world. It is these people who move this project forward, because it is no secret to anyone that Instagram is about “beautiful photos” in the first place. Learn more about marketing in this article.