Archetypes: The Key to Clear Communication

How many competitors do you have? Unless the answer to that question is zero, you've probably struggled with how to help your prospective customers choose you rather than your competitors. 

When we first meet with a prospective client, it is not uncommon to learn that their competitor offers an inferior product or service which sells better than whatever our prospective client is offering. Sometimes we hear that the competitor's offering is less expensive. Unfortunately, price is not the only reason the competitor's products sell better. 

The reason your competitor's products and services sell better is because people can't tell the difference between what you offer and what your competitors offer. 

Archetypes are recurring patterns and classic stories we all know, essentially your company's personality. They are based on the work of Jung (the psychotherapist). We use them for branding purposes. Choosing an archetype and communicating through this archetype speeds up communication and understanding. It has the added benefit of distinguishing you from your competitors. There are 12 archetypes:

1.    Hero
2.    Rebel 
3.    Magician
4.    Innocent
5.    Sage
6.    Explorer
7.    Creator
8.    Ruler
9.    Caregiver
10.    Everyman
11.    Jester
12.    Lover

Once your company understands its archetype, you can frame all your communications through it. For example, a sage archetype in a healthcare environment might talk about outcomes data, the number of degrees and accreditations earned by its physicians, or the importance of the research conducted by their staff. On the other hand, the same organization can be positioned as a caregiver by focusing on heartwarming patient success stories, how the nursing staff goes the extra mile to provide comfort for the patients, and how the research conducted at their facility has brought happiness and greater quality of life to their patients. 

At Trivera, we know that digital marketing is about a lot more than just a website. It's about how you use the online world to communicate with current and prospective customers. By taking the time to thoroughly understand our clients' brands, we can enhance their ability to tell stories and compete more successfully, both on and offline.  

 

About Christina Steder

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With 15+ years of experience in consumer product, professional service, and nonprofit marketing as well as brand strategy and client service, Christina provides strategic direction for our clients - linking their ongoing online and content marketing needs to business goals and ROI. 

Photo Credit: Adobe Stock