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B2B Marketing: What Will Your Brand Archetype Be? (Part 6)

posted by Margaret Spencer on November 14, 2016

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

The Regular Guy or Gal

Is an ego archetype and grouped under the “social” cardinal orientation. This archetype is also known as the good old boy, everyman, person next door, realist, working stiff,  solid citizen, good neighbor, the silent majority, advocate, everyperson, networker, and servant. They believe that “All men and women are created equal.” Down to earth, supportive, faithful, folksy, friendly, empathetic, reliable, realistic and unpretentious figure. They want to form a bond of connection to others in order to belong and fit in. They fear standing out or looking like they’re putting on airs and be rejected or left out as a result. Their weak attributes are they are easily swayed and are prone to losing themselves or having a distinctive identity in an effort to blend in or for the sake of superficial connections.

The regular guy or gal archetype is manifested in solid businesses with a down-home organizational culture. They give off that feeling of belongingness to their customers and craft their messages about the beauty in simple things and daily life. Moreover, their products or services are usually of everyday functionality. Brands that embrace this archetype are IKEA, Home Depot, eBay, Wendy’s, Gap and Trader Joe’s.

The Ruler

Self archetype and placed as “order” in  the cardinal orientation. Other names include the boss, leader, aristocrat, king, queen, politician, guardian, patriarch, judge, role model, manager or administrator. The ruler’s dictum is “Power isn’t everything, it’s the only thing.” Rulers are known for being a leader, is confident,  responsible, fair and organized. They are determined to take control, to establish order from chaos and dreams of creating a prosperous, successful family, company, or community. Given their strict adherence to order and being a leader, they fear chaos and being overthrown. In addition, they have authoritarian tendencies, can be bossy, rigid, controlling, entitled, unable to delegate, out of touch with reality and lack a common connection with others.

Businesses who take on the ruler brand archetype are those who speak authoritatively and declare themselves as the leader in their field. Their brands promise of power and security (i.e. exclusiveness and status growth, lifetime guarantee offers, empower people to sustain or enhances their grip on power, regulatory or protective function, organization and a sense of security and stability in a chaotic world and etc.) Brands who do good a job in exemplifying this archetype are IBM, Microsoft, Barclays, Mercedes-Benz, American Express and Rolex.

The Sage

The last but not the least of the 12 classic master archetypes. The sage is a self archetype that has “order” as a cardinal orientation. Other labels include expert, scholar, detective, advisor, thinker, philosopher, academic, researcher, planner, professional, mentor, teacher, contemplative, translator, engineer and scientist. A sage’s motto is “The truth will set you free”. They’re known for being wise, knowledgeable, a trusted source of information, thoughtful, analytical, articulate, open-minded and skeptic. They hunger for the discovery of truth and intend to use intelligence and analysis to understand the world. A sage’s trepidation is ignorance, deceiving and being deceived. Their flaws are they could be overly contemplative, too opinionated, pedantic, cold, self-absorbed, intolerant of other ideas than their own and can study issues forever and never act.

Businesses who adopt the sage as their brand archetype usually market their knowledge about a particular area (prevalent in the B2B enterprise). That is, they provide expertise or information to customers, and encourage them to think. They can also be into new scientific findings or esoteric knowledge and their content is generally supported by research-based facts. Thus, using a higher level of vocabulary and symbolic imagery. Brand examples are BBC, PBS, Google, CNN, and Gallup.

Your product and services alone can’t recount a convincing story. Putting in a character to your brand makes a difference. It allows you to clearly establish the role you want your brand to portray in people’s lives. Moreover, make them understand who your brand is and what does it stands for. If archetypes can be timeless and can encompass cultures and geographical location, what’s stopping your brand from living out like that?

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B2B Marketing: What Will Your Brand Archetype Be? (Part 5)

posted by Margaret Spencer on November 11, 2016

The Lover A soul archetype and has a “social” cardinal orientation. Also known as the partner, friend, intimate, enthusiast, sensualist, spouse, team-builder, companion, matchmaker, hedonist and romantic. Its mantra says “You’re the only one.” The lover is a figure that is passionate, sensual, intimate, romantic, warm, committed, idealistic and appreciative. They yearn for intimacy and […]

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B2B Marketing: What Will Your Brand Archetype Be? (Part 4)

posted by Margaret Spencer on November 10, 2016

The Hero With the ego as its type and as well as its cardinal orientation, hero is an archetype also known as the warrior, crusader, rescuer, superhero, soldier, dragon slayer, winner, team player, athlete, and liberator. This figure believes in the saying “Where there’s a will, there’s a way.” and possesses a courageous, honorable, strong, […]

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B2B Marketing: What Will Your Brand Archetype Be? (Part 3)

posted by Margaret Spencer on November 8, 2016

The Caregiver Under the ego type with “social” as cardinal orientation. Also known as the saint, altruist, parent, helper, supporter, angel, guardian, Samaritan, and healer. A caregiver’s motto is “Love your neighbor as yourself.” Its characteristics are often associated with maternal roles; caring, nurturing, devoted, selfless, generous and compassionate. A caregiver’s goal is to help […]

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B2B Marketing: What Will Your Brand Archetype Be? (Part 2)

posted by Margaret Spencer on November 8, 2016

Introducing the Archetypes There are a countless number of archetypes. However, let’s zero in on the 12 classic master archetypes. These 12 represents the fundamental human motivations. Each type consists set of values, meanings and personality traits. Moreover, they are classified into three sets of four, that is, Ego, Soul, and Self. The types in […]

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

posted by Margaret Spencer on November 3, 2016

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 […]

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For B2B Startups: What to Put in Your Lead Scoring Matrix

posted by Margaret Spencer on October 31, 2016

Knowledge and application about lead scoring are critical when entering the B2B  enterprise. It is a strategy that makes an objective system for ranking B2B leads. That is, potential clients are distinguished by attaching values to them in view of their actions concerning a product or service. Though these values may differ among companies, for […]

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Nail that Apology With These Simple Steps

posted by Margaret Spencer on October 31, 2016

Clients (whether prospects or existing) are treated as valuable assets. Crossing a line and having them upset or discourage at you and/or your business can do some serious damage. Correspondingly, you need to say you’re sorry and set things right with them. Consider the following steps below. Address them properly and always, always make the […]

Posted in appointment setters | B2B Appointment Setting | B2B Leads | Business | Business Advice | sales | sales ability | telemarketers | telemarketing quality | telemarketing tips with no comment


Regulations in Telemarketing You Should Know

posted by Margaret Spencer on October 31, 2016

The idea of calling to sell services or products might be an easy job for some people who does not know the workings behind telemarketing, but to telemarketers, it is not just ‘call all you can’ or ‘call till you drop’ to get leads. They have to be wary of certain restrictions and rules before engaging […]

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B2B Lead Scoring System: Bridging the Gap Between Marketing and Sales

posted by Margaret Spencer on October 27, 2016

        Arguments between the marketing and sales team often surface in any given business. Whether it’s B2C or B2B, you can’t have missed that patented complaint of the sales teams not reaching their quotas because of the poor lead quality and the usual counterargument of the marketing team that the sales did […]

Posted in B2B Leads | B2B Marketing | Business | Business Advice | Fresh Leads | lead acquisition | Lead Generation | marketing | marketing ability | Marketing Tips | Qualified Leads | sales ability with no comment


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