B2B Marketing: What Will Your Brand Archetype Be? (Part 1)

What is an Archetype?

The term “archetype” comes from the Greek words archein, which means “original or old”; and typos, which means “pattern, model or type.” The combined meaning is an “original pattern” of which all other similar persons, objects, or concepts are derived, copied, modeled, or emulated. Carl Gustav Jung, a Swiss psychiatrist, and psychotherapist coined the term. He used this notion of archetype in his theory of the human psyche. He is convinced that the universal, classic characters—archetypes—usually materializes in mythology, sacred texts, folklore, art and popular culture, inhabited inside the collective unconscious of people the world over. According to Jung, archetypes were ‘pieces of life itself.’ They stand as the central human motifs of our experience as we change and as a result, they stimulate deep emotions.

Why used it in your Branding?

Brands are being processed by the human mind the same way it regards individuals. That is, in our mind, brands are far beyond the logos, colors or catchphrases. We assess brands in a similar manner that we assess individuals: Do we like them? Will we believe them? Will they give us what we require?

Correspondingly, archetypes flawlessly sum up all those things that make a brand human: their identity, their motivation, their qualities, what is important to them. So if you can work out a brand archetype that can amplify such and trigger emotional prompts, building both great brand and connection isn’t impossible.

Brand Archetype in B2B Marketing

Archetypes were principally used in the B2C sector. However, it is now increasingly used in the typically product or service-centered messaging B2B sector (Typical as it is, B2B marketers still have a hard time making a connection with this kind of messaging). The inclusion of a character to the stories already conveyed, builds on the emotional depth that B2B marketing may be lacking. Messaging formed using an archetype as the core for its tone is more compelling.  It relates a well-known point of view to a story that already exists. The outcome is a more consistent messaging and differentiation in position.