How Brand Archetypes Power Your Marketing and Sales
Hello, gorgeous!
Today, you’ll explore the enchanting universe of brand archetypes and discover their profound impact on your communication and sales strategies. Get ready to discover the secret behind the success of remarkable marketing campaigns. Are you excited? Let’s dive in!
Understanding How Our Brain Works
To comprehend the significance of brand archetypes, let’s first explore how our brain functions. Drawing inspiration from Simon Sinek’s book “Start With Why,” we’ll gain valuable insights into this fascinating realm.
Our brain consists of two critical components: the neocortex and the limbic brain. The neocortex is responsible for rational and analytical thought, relying on language for communication. On the other hand, the limbic brain, which comprises the middle two sections, governs our emotions, decision-making, trust, and loyalty. Interestingly, the limbic brain operates independently of language, forming the foundation of human behavior. Remember this important distinction:
Neocortex = Reason
Limbic Brain = Emotion
The Evolution of Marketing
Have you ever reflected on how marketing campaigns have evolved over the decades? In the past, advertisements focused on showcasing a product’s features and what set it apart from competitors. It revolved around the “what” described by Simon Sinek. Overall, the marketing landscape was dominated by a race to prove superiority, boasting claims of being the best, the cheapest, or the longest-lasting. It was a time of rational marketing, driven primarily by logical reasoning.
To witness an example of this era, take a moment to watch a 1964 Ford Mustang commercial:
Marketing Today: The Power of Emotion
Fast forward to the present, and you’ll realize that connecting with brands has undergone a significant transformation. In contrast, today the “what” is no longer sufficient. In today’s saturated market, consumers seek brands that resonate with their values and beliefs. They crave an emotional connection.
As we discussed earlier, our decision-making resides in the limbic brain—the very core responsible for our emotions, loyalty, and trust. This insight reveals why modern marketing must be emotionally charged, captivating, and purposeful.
Would you like to experience this shift firsthand? Watch another Ford Mustang commercial, this time featuring the 2024 model:
Observe how the advertiser doesn’t simply list the car’s features. Those details can be found later in a store or online. Instead, the focus is on evoking sensations, allowing you to envision the experience of driving the car, and awakening a desire within you.
This exemplifies the new era of marketing—an era that revolves around captivating emotions and fostering meaningful connections.
The Power of Brand Archetypes in Marketing and Sales
Now that we have a solid foundation, let’s explore how brand archetypes come into play. If you’re unfamiliar with brand archetypes, I recommend reading my previous post on the topic. For now, let’s embrace a concise understanding:
Brand archetypes are symbolic representations that evoke emotions in the collective unconscious. These 12 archetypes serve as a guide, enabling you to craft authentic brand stories that tap into human desires and aspirations.
Every customer's purchase decision starts with a desire that has not yet been fulfilled. And this desire is awakened by the strategic use of emotions.
- Dea Burity
By leveraging brand archetypes effectively, we gain the power to awaken emotions within our potential customers. We possess the key to unlock their hearts, forge lasting connections, and inspire action.
I hope this article has illuminated the importance of brand archetypes in your branding and marketing endeavors. They hold the potential to reshape your strategies, captivate your audience, and fuel your sales growth.
If you’re eager to delve deeper into this captivating topic, I invite you to join me on social media. Together, let’s unlock the secrets of brand archetypes and pave the way to extraordinary success.
See you soon,
Mil.