Thursday, March 19, 2015

Discover your brand archetype

If your brand was an animal, which animal would it be? What if it was an emperor, an explorer, a magician, or a hero? Interested? Then let’s discuss archetypes.
Archetype is a primitive mental impression inherited from earliest human ancestors present in collective unconscious. And this can be used to establish a distinctive identity for a brand and its messaging. Brand Identity designed around archetypes connect unconsciously with the audiences and attract brand loyalty from them. Archetype creates a sense of belonging, increases trust and instantly connects with the consumer.
Designers and brand strategists should ensure to work with the right archetype for their brand to build this cognitive connection.

Creator
Creator archetype has a characteristic of self-expression. Lego is a brand that enjoys being a creator brand and can be brought under this archetype. Even the tagline ‘Let’s build’ goes hand in hand with the brand personality.

Ruler

Play the lead. A ruler has the authority and establishes a majestic presence. Mercedes is a perfect example of this archetype.
Caregiver

When you are looking for trust, a brand that is compassionate and empathizes with the audience wins. This archetype can be exploited by NGOs, healthcare brands and banks. Johnson and Johnson has cracked this archetype and has shaped its personality under this.
Innocent

The character of this archetype is on that looks at the positives in everything, even when others don’t. Dove is a good example of this type of archetype .
Sage

Comprehends things in a humane way, based on knowledge. The other side of this type of archetype is that it is not open to others’ ideas. Google could be an example.
Explorer
At the heart of adventure, this archetype is the one that is brave and accepts challenges to discover the real self. Red Bull and the outdoor clothing gear brands REI and Patagonia are appropriate examples of this archetype.  

Hero

This archetype has similarities with the explorer and outlaw types. Hero is the one that many times never wished to be a hero, but circumstances made him to embrace the situation and be a hero is the process. Nike and Adidas are good examples of this archetype.
Magician


Clever, intelligent, crowd puller, entertainer and the one who possesses supernatural powers. Many technology brands have applied this archetype to demonstrate their ingenuity. Apple is a brand that has successfully used this archetype.
Outlaw

A rebel, breaks rules and conventions. Is aware of constrictions society creates. Betabrand is an example of this archetype.
Everyman

Jester
Energetic and spontaneous. The ability to tell the truth with a pinch of humour is the speciality of this archetype. It also has the characteristic of making lives easier by providing joy. Old spice is an example of this archetype.

Lover
An idealist by nature. While some amount of sensuality is connected with this archetype, there is a deep and strong longing for the perfect love. Baileys is perhaps a suitable example.

If one can associate a brand with one of these archetypes, brand stories will relate better with the audiences and have more depth and meaning. Once a brand is identified or associated with the right archetype, defining the brand values and personality becomes more refined. With that comes the selection of colour, imagery, typeface and tone of voice that suits the brand personality.

A brand custodian should hence continue to learn the archetypal nature of the audience and analyse demographic data Google Analytics offers about users to have the right archetype for the brand.

Sunday, March 15, 2015

Facebook’s organic reach - alive and clicking



When marketers asked for ideas to increase footfalls to their stores, go online was the answer. Yes, online is a great platform to attract customers and engage in conversations with them. But, when competition in the e space increased, marketers started asking ‘How to get more traffic to their websites?’ That was when content generation for the sake of boosting visibility in the search engines came into existence. The idea triggered a trend to post content that may or may not be true, but good for clicks. 

A lot of tech and marketing bloggers recently resorted to a similar strategy by posting reports about ‘the death of organic reach for Facebook pages.’ Google search the topic and you’ll see a lot of articles on this. 


So, the point is – Facebook’s organic reach is not dead. Yes, it has declined. Here’s a close analysis made by Jon Loomer, Facebook ads marketing expert. 

According to Jon, Facebook didn’t kill reach and most of the articles posted on the subject were in response to Facebook’s announcement that overly promotional posts would be punished in the news feed. The idea was based on the fact that users don’t like being sold to. Content that is shared with an intention of getting sale will not perform well in the news feed. However, if a marketer really wishes that people see it, then promoting it with an ad will help.

The facebook organic reach has declined in the recent past, and brands have been complaining about it. The real issue is when marketers switch to create content that does not appeal to the audience, the reach will decline and yes it will have an impact on the sales. The conventional thinking is that when you reach more people, more sales will follow. But here, we miss out on the quality factor. That’s precisely the issue Facebook is trying to address and give users content that matters them most. Reach is declining and likes have no value, is a claim that holds no sense. If brands are reaching their fans with updates on their news feed, that post has organic value.

Reach should not be the primary objective. That is not the measure of the success of a post. However, reach is partially a good indicator. Facebook cares about who sees the posts and here likes & shares do matter. Reaching people is important, but what will help a brand custodian to measure the effectiveness is through the likes and shares their brands receive. 

Posts about the death of Facebook’s organic reach would have attracted many bloggers, but even those shares are receiving a sizeable organic reach. Irony!