{"id":10207,"date":"2024-10-20T08:18:33","date_gmt":"2024-10-20T06:18:33","guid":{"rendered":"https:\/\/superspring.de\/?p=10207"},"modified":"2025-05-07T10:11:39","modified_gmt":"2025-05-07T08:11:39","slug":"marken-archetypen","status":"publish","type":"post","link":"https:\/\/superspring.de\/en\/marken-archetypen\/","title":{"rendered":"Brand archetypes: 12 ways to tell your brand's story."},"content":{"rendered":"
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If you want to manage a company consistently as a brand, you inevitably have to deal with its brand character. The path to a defined brand identity can be started in various ways. One of the most practical and versatile tools for us at superspring is that of brand archetypes. A simple tool that can be used to develop effective positioning.<\/i><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Every successful brand is a character and has personality.\u00a0They are part of an idealized reality in that they exaggerate certain characteristics and make them tangible for us all.<\/span>\u00a0We can all describe the personality of our favorite brands:\u00a0<\/span>Friendship? Coke. The world's knowledge? Google. Fun and crazy ideas: tiktok.<\/i>\u00a0<\/span><\/p>

But what sounds simple is not always so. As a brand personality, we define the<\/span>what really counts for a brand: How it acts, presents itself and is perceived holistically by customers. Brands are not always thought of consistently in their planning or implemented stringently in their appearance - although this is absolutely important.<\/span><\/p>

As a Marketing and innovation consultancy<\/a> , we at superspring often work with brands in the start-up or relaunch phase.<\/span>We help decision-makers position their organizations and create brand guidelines.<\/a> To do this, they need a clear idea of consistency. Because everything revolves around the question: How does the brand want to establish itself in the market in the long term and why?<\/span><\/p>

\u00a0We find that working with brand archetypes serves as a great strategic tool that helps us to do this. We enjoy using this psychological model in workshops to derive clear characteristics of a brand and to specify its role in our world. Brand archetypes help to explain the behavior of a brand and to define fields of activation that fit one's own brand.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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What are brand archetypes?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The brand archetypes form a model that is perfectly suited for use in strategic brand management and in Branding<\/a> . It is useful and understandable, deeply rooted in and derived from human psychology. The idea of archetypes is based on a Theory of Carl Jung<\/a> who understood archetypes to be universal, mythical characters that are deeply rooted in the collective human psyche.\u00a0<\/p>

The 12 Jungian archetypes represent psychological meta-narratives that we all know and have experienced over and over again in the great stories of our world. They are stereotypes that we have described below. In marketing, these archetypes can be used to give brands a distinctive personality and thus build a long-term emotional connection with the audience. By the way, it does not matter whether it is B2C or B2B.<\/a> handelt.<\/p>

When used correctly, brand archetypes can help:<\/strong><\/p>