Small Business Brand Archetypes - How to Find Yours
Brand archetypes have long been a tool used by big businesses. They let a company easily communicate with their customers without having to go into the whole story every time. For instance, the Volkswagen Beetle uses the "Innocent" archetype so that every time they create a new ad, you remember their story and each ad can build on the last. Each time, they sell you an image of playful, innocent fun so that you come to expect that image in their advertising.Up to now, though, brand archetypes have been much trickier for small businesses to use. That's because most of the archetypes used require one of two things not usually available to small businesses:
Huge advertising budgets; and
Huge teams
For instance, one of the more popular big business archetypes is the Caretaker. But, this archetype means you'd need a huge customer service staff. (Otherwise, you're selling the idea of "we'll always be here when you need us," but only offering "customer support from 9-5 local time." That kind of disconnect results in unhappy customers.)
This means that small businesses need specialized brand archetypes selected to meet the unique needs of the small business--archetypes that work even if you have a small team and limited resources. Luckily, there are five archetypes that aren't just available to small business owners, but actually are more powerful in the hands of small businesses.
But, before I reveal those five archetypes, there's another problem with the traditional archetype systems out there that we need to address. Traditional brand archetype systems are... esoteric to say the least.
It's hard to understand precisely how to portray your business as the Caretaker or the Innocent. What does that mean exactly? How does a business that's a Caretaker write emails? Design a website?
The reason these labels work for big businesses is that they have whole teams responsible for making these decisions and assessments. They have in-house staff devoted to branding and outside companies devoted to branding. That's a lot of brains devoted to one thing which means it's easier for them to apply a label that's kind of tricky to relate to.
Small businesses don't have this luxury. That means we need to make brand archetypes more accessible so that it's easy to make decisions with a small team (or all on your own).
That's why I've matched these archetypes to silver screen actresses. It's easy to understand, for instance, the kind of website Elizabeth Taylor might have. It's easy to think about the kind of email Judy Garland might write.
The five archetypes that work brilliantly for small businesses are:
Elizabeth Taylor: For companies that deliver a luxurious experience.
Katharine Hepburn: For companies that are irreverent and aren't afraid of getting into trouble.
Audrey Hepburn: For companies that prioritize relationships and honesty.
Judy Garland: For companies that are all about discovery and guiding their customers on a journey.
Edith Head: For companies that create magical results that transform their customers' lives.
Which one of these archetypes is yours? Take the brand archetype quiz to find out.
Now you know about how big businesses use brand archetypes and how small businesses can get the same big benefits using archetypes custom tailored to them. Your next step is to take the quiz and discover your archetype for yourself.
Professional website design company Thrive Your Tribe created their signature brand archetype system to help small businesses connect with their customers and grow their bottom line. They design powerful online platforms so that you can attract more of your best clients and Thrive Your Tribe.
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