{"id":10054,"date":"2023-05-05T08:01:21","date_gmt":"2023-05-05T08:01:21","guid":{"rendered":"https:\/\/www.britopian.com\/?p=10054"},"modified":"2023-10-18T08:49:25","modified_gmt":"2023-10-18T08:49:25","slug":"b2b-brand-archetypes","status":"publish","type":"post","link":"https:\/\/www.britopian.com\/content\/b2b-brand-archetypes\/","title":{"rendered":"The 12 Brand Archetypes for Ripe For B2B Tech Domination"},"content":{"rendered":"
Once upon a time, a colorful cast of characters dominated center stage in the land of branding. These brand archetypes<\/a>, known by most marketers today, consist of heroes, sidekicks, and villains that define a brand’s persona and lay the groundwork for storytelling. All thanks to psychologist Carl Jung, who elucidated this exciting concept, many consumer brands have harnessed the expressive power of these archetypes to forge memorable connections with their audiences.<\/p>\n\n\n\n But before we proceed, let’s stop and consider why consumer brands should have exclusive dibs on archetypes\/ Is there a compelling reason why B2B tech companies can’t adopt these practices to deepen their relationships with potential buyers? <\/p>\n\n\n\n The answer is a resounding no.<\/strong><\/p>\n\n\n\n To truly appreciate the impact of brand archetypes, let’s briefly journey back to their origins. Carl Jung, the Swiss psychologist, recognized universal symbols and characters that permeate the collective unconscious. From myths and legends to literature and art, these archetypes are time-tested elements woven into the very tapestry of human culture.<\/p>\n\n\n\n Adept marketers picked up on Jung’s insights and saw their tremendous potential in the B2C arena. They adeptly implemented these archetypes to fortify their brand identities, create deeper emotional connections, and evoke specific sentiments and associations that resonate with their target market. The impact of this approach has undeniably catapulted consumer marketing to a whole other level, but alas, B2B still seems to be lagging.<\/p>\n\n\n\n It’s time to leave behind the rigid, cookie-cutter B2B marketing and communications tactics that rely on dull and detached approaches. The truth is, behind the corporate facade of these businesses are real people (*plot twist!*) eager for authentic, personable interactions with brands. In response, the “H2H”, or Human to Human, marketing strategy has emerged, aiming to create genuine, relatable connections between companies and their clients.<\/p>\n\n\n\n For B2B brands, how can brand archetypes lend a helping hand in achieving this intimate human connection? When correctly leveraged, brand archetypes can drive B2B tech companies to resonate with their audience by striking the right emotional chord and addressing their prospects’ rational and emotional requirements. Implementing brand archetypes can fortify trust, encourage loyalty, and help a brand stand out in an increasingly competitive market.<\/p>\n\n\n\n For instance, let’s consider the Sage archetype applied to a B2B tech company like IBM. This archetype focuses on wisdom, knowledge, and informed decision-making, which aligns well with the expectations of a B2B audience seeking expert technological solutions. In such a case, IBM could craft content, messaging, and campaigns that position the brand as a provider of cutting-edge technology powered by deep industry expertise. Consequently, the Sage archetype is an invaluable ally that helps bridge the gap between the brand and its target audience, strengthening relationships and fostering long-term success.<\/p>\n\n\n\n On the other hand, if a B2B tech<\/a> company like Slack embraced the Jester archetype, it could connect with its audience by creating engaging and entertaining content that showcases the lighter, more enjoyable side of technology. From witty social media posts to engaging video campaigns, embracing the Jester archetype enables Slack to establish a relatable human connection with its customers, boosting loyalty and brand differentiation.<\/p>\n\n\n\n In a nutshell, when a fitting archetype synchronizes seamlessly with the target audience’s value system, it’s like successfully finding the long-sought missing piece that completes the entire jigsaw puzzle \u2013 and it just clicks.<\/p>\n\n\n\n Before we explore the strategic implementation of brand archetypes in B2B marketing, let’s take a quick tour through the 12 brand archetypes and their distinct characteristics.<\/p>\n\n\n\nChanging Lanes: The Relevance of Brand Archetypes in B2B Enterprises<\/h3>\n\n\n\n
Meet and Greet: The 12 Brand Archetypes<\/h3>\n\n\n\n
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