Archetypes
Find your company’s brand archetype. Brands are a lot like people, so we can use some of the same techniques we use for defining ourselves to define our companies. The idea behind using brand archetypes is to anchor your brand against something iconic—something already embedded within the conscious and subconscious of humanity. In the minds of both the brand owner and the public, aligning with a brand archetype makes the brand easier to identify. Remember: You have a personal brand you show to the world. You have the power to define your personal brand, just as you define an organization’s brand. Comment! As both a face and a function, brand archetypes can reveal how a brand shows up in the world, how it is motivated and what triggers it. Very simply, archetypes can facilitate the understanding of a brand and why it attracts certain customers. Consider Margaret Mark and Carol Pearson’s assertion in The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes : “Archetypes are strange attractors of consciousness. 1 Unique The essence of a brand is how it is different from competitors in the same category. 2  e.g., if Apple (and its products) is friendly and approachable, then it is claiming that its competitors are not. 3  Experiential The essence captures what the consumer feels during an encounter with the brand. Archetypes are a concept originally conceived by famed Swiss psychologist, Carl Jung. In marketing, a brand archetype is a genre you assign to your brand, based upon symbolism. Read More. Brand Essence is the heart and soul of a brand – a brand’s fundamental nature or quality. Usually stated in two to three words, a brand’s essence is the one constant across product categories and throughout the world. 1 A brand is not your logo or ID system, says Brunner.  2 It's a gut feeling people have about you. 3  When two or more people have the same feeling, you have a brand. 4  You get that feeling via smart design, which creates the experiences people have with the brand.
http://forty.co/brand-archetypes http://marketingideas101.com/idea-center/branding-idea-center/branding-101-12-brand-archetypes/ http://www.howdesign.com/editors-picks/the-connection-between-archetypes-and-brand/ http://ampagency.com/blog/whats-your-brand-essence/ http://marketingideas101.com/idea-center/branding-idea-center/branding-101-12-brand-archetypes/ http://www.brandingstrategyinsider.com/brand-essence http://www.fastcompany.com/1830073/9-principles-great-branding-design
what is brand archetype or essence