A Memorable brand creates emotional connection with their target market through their brand Archetype. It is similar to real people, we are attracted to certain personality traits and repelled by others and this is no different with brand personas. A brand’s Archetype should be congruent with the companies future vision and appealing to their target market, this builds emotional connection which is the vital ingredient for engagement. A brand with a strong personality becomes humanised and more relatable to its consumers.
Here are 6 easy tactics to implement to humanise your brand.
Building trust is imperative for good relationships in business. Although we can be rational creatures, many recent marketing scholars give more credence to emotional motivations that influence consumers buying behaviour. People do not just buy B2B services for utilitarian purposes but for rather how they make them feel, and much of this is unconscious. Tap into your target market’s main emotional drive and meet that need to gain a loyal customer (Integrated Marketing Communications). Because of the intangible and heterogeneous nature of services marketing, tools that build trust should be used particularly with new customer acquisition (Essentials of Services Marketing). Providing a virtual online service experience can be effective since video is multi-sensory.
It is vital to speak in a consistent voice that reflects your brand’s future vision and resonates with your target market. Brands can develop competitive advantage with the power of brand archetypes which goes far beyond your service’s features and is not easy for competitors to copy. Take Brandonian’s free short test to discover your brand’s archetype here www.brandonian.com/start REMEMBER: Answer the questions from a ‘FUTURE BRAND’ standpoint. This whole process is designed to help us identify and create a new brand story for your business. A brand story that doesn’t exist yet. A story that we are starting to write together that will exist in the future. Answer these questions as if you were imagining what your new brand will look like in the future.
The Wizard brand archetype represents power and transforms the ordinary into the extraordinary. It embraces change and uses it to improve so it is no wonder that many technology companies use this brand archetype, including Paasifica. With copy that reads: “Accessible processing, endless possibilities” and “We enable everyday people to transform their ideas, their data and their desires into their reality. How would you use it?” Paasifica are activating their Wizard archetype using imagery and copy that inspires innovation, change and a little bit of magic. Click here to view more visual content and copy for Paasifica that reflects the Wizard brand archetype www.paasifica.io
Feelers prefer visual content, in fact the “8 second rule” applies. The average online user has an 8 second attention span so we must grab their attention quickly. The old saying “a picture tells a thousand words” really does apply. A 2018 study in the International Journal of Advertising showed visual content and metaphors are more effective than non-visual advertising with text rich content. Video content is huge now, with higher engagement rates which correlates to increased sales. Video enables your customers to see you and your work culture, and what’s more humanising than that?
Everyone in your team needs to be a brand ambassador; they should become passionate confident walking billboards for your brand. Not many people want to see a dull, stiff, corporate servicescape with no soul. Using the Wizard archetype as an example, showcase staff with Wizard archetype traits that are friendly, intelligent, innovate professionals who are there to help, inspire and transform their customers’ outcomes.
We live in a hyper social world and social media is a great channel for earned media through likes, comments and shares, which brands do not pay for (Consumer Behaviour Buying Having Being). Employees should have active social media accounts on platforms like Linkedin and Facebook with connections. Their networks can be leveraged to spread the word about your brand and show how much they enjoy being a part of your culture.
Are you ready to activate your Brand Archetype to attract more of the right customers?