The EveryPerson, the Jester and the Lover
Achieving success in today’s world requires forging powerful connections with others while understanding the importance of focus. They don’t try to be everything for everyone. This is where brand archetypes come in.
Archetypes provide a framework for crafting your brand personality. A well-defined archetype allows you to connect with audiences more easily and distinguish yourself from competitors in the marketplace.
One of the most powerful connections you can make is with the Everyman, Jester, and Lover brand archetypes. Each of these archetypes has unique characteristics and qualities that can be used to create meaningful relationships.
Here, we will explore how to use these archetypes to create meaningful connections and how to best pursue these connections.
The Everyman, or rather The EveryPerson
The Everyman, or rather EveryPerson is considered to be just a regular person. They are accepting of everyone and really just want everyone to be treated as equals. They are perceived as empathic and understanding on an emotional level, making it easy to connect with someone.
This archetype cares about everyone around them and wants everyone to get along. Their core desire is to connect with others and they value things like common sense, sincerity, and hard work.
Some Everyman brands can include Target, Mcdonald’s, and eBay.
The Jester
The Jester lives life joyously and spontaneously, seeing it as their personal responsibility to inject laughter into the lives of others. The Jester cares deeply about others and enjoys making people feel good.
They are optimistic and can’t be kept down long because of their ability to see the good in every situation. Jesters never outgrow their childlike nature—they remain playful throughout life.
Brands that embody this archetype include M&Ms, Old Spice, and Doritos.
The Lover
In order to feel desired and valued by others, the lover craves intimacy, closeness and sensual pleasure. The Lover uses their physical appearance as means of attracting people who will make them feel special.
Because of their fears of being unwanted or unnoticed, the Lover often makes poor decisions. They can be easily misled by the desires that cloud their judgment and they remain fearful even when all of their wishes are granted.
The Lover brand archetype is demonstrated by brands like Alfa Romeo, Chanel, and Haagen-Dazs.
There's no right or wrong brand archetype.
Regardless of where you fall in on these archetypes, you can still be successful. The most important thing is that you keep in mind your customer’s needs, and try to connect with them accordingly.
If you are looking to attract more clients by using your archetype, schedule your free consultation today!