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Published July 5th 2023

Leveraging the Power of Brand Archetypes to Create Social Content

Do you want to discover how brand archetypes help brands create emotional connections and succeed on social media? By tapping into the depths of human psychology, these powerful tools captivate consumers on a profound level.

Let’s look at how you can utilize your brand archetype and create captivating social media content.

What are brand archetypes?

Brand archetypes are a representation of your brand as one of 12 characters. It's based on the idea that a set of universally recognized character types that represent specific values, traits, and emotions will allow brands to establish a distinct personality and identity and thus create an emotional connection with their audience. 

Each brand archetype comes with its own unique tone of voice, visual aesthetics, and values that guide the brand's messaging and interactions. 

By understanding the distinct characteristics of each archetype, you can strategically shape your social media content to resonate with your target audience on a more profound level. 

Decoding brand archetypes: Unveiling their tone of voice for social media success

Let’s explore the different brand archetypes according to Carl Jung, each with its own distinct personality and tone of voice. 

The Caregiver

Description: The Caregiver archetype is friendly, compassionate, and empathetic.

Tone of voice: Warm-hearted, compassionate, and reliable.

The Creator

Description: The Creator archetype is innovative, imaginative, and visionary.

Tone of voice: Forward-thinking, inventive, and inspiring.

The Everyman

Description: The Everyman archetype is relatable, down-to-earth, and approachable.

Tone of voice: Conversational, inclusive, and relatable.

The Explorer

Description: The Explorer archetype is adventurous, curious, and daring.

Tone of voice: Exploratory, invigorating, and inspiring.

The Hero

Description: The Hero archetype is confident, determined, and inspiring.

Tone of voice: Bold, empowering, and motivational.

The Innocent

Description: The Innocent archetype is pure, optimistic, and hopeful.

Tone of voice: Simple, optimistic, and genuine.

The Jester

Description: The Jester archetype is playful, humorous, and witty.

Tone of voice: Light-hearted, entertaining, and witty.

The Lover

Description: The Lover archetype is passionate, sensual, and romantic.

Tone of voice: Intimate, affectionate, and emotional.

The Magician

Description: The Magician archetype is transformative, enchanting, and mystical.

Tone of voice: Captivating, insightful, and inspiring.

The Outlaw

Description: The Outlaw archetype is rebellious, edgy, and provocative.

Tone of voice: Defiant, unconventional, and bold.

The Ruler

Description: The Ruler archetype is authoritative, prestigious, and commanding.

Tone of voice: Confident, commanding, and influential.

The Sage

Description: The Sage archetype is wise, knowledgeable, and informative.

Tone of voice: Knowledgeable, insightful, and informative.

These brand archetypes provide you with guidance on how to shape your brand's personality and tone of voice.

Pro Tip

Did you know that you can easily rewrite your social media posts to match your brand archetype? Think of Brandwatch’s AI-powered writing assistant, Iris, as your social media content assistant. You can tell Iris to write copy based on one of 12 brand archetypes (or brand personalities, if you will) or create your own customized one.

7 tips on how to leverage brand archetypes for your social media content

1. Understand your target audience

Determine the archetype that resonates most with your target audience, as it will inform the tone of voice and messaging that will capture their attention and build a strong connection.

2. Consistency is key

Embrace your chosen archetype consistently across all touchpoints, from your website to your brand’s social media channels. This will create a cohesive brand identity and establish familiarity and trust among your audience.

3. Adapt archetype to social media platforms

Even if consistency is key, you should still tailor your posts to fit the nuances of various social media platforms. Adjust the tone, style, and content format to align with the preferences and behaviors of each platform's user base.

4. Infuse archetype into visuals

Leverage visual elements such as colors, typography, and imagery to reinforce your archetype's personality. Consistent visual cues across social media content will help evoke the desired emotional response from your audience.

5. Craft stories that align

Create engaging narratives and storytelling that align with your archetype. By using storytelling techniques that embody your archetype's values, you can captivate your audience and create a memorable brand experience.

6. Spark conversations

Use your archetype to initiate conversations and engage with your audience on social media. Post thought-provoking questions, share relatable experiences, and encourage user-generated content that aligns with your archetype's identity.

7. Evolve with the audience

Continuously monitor and adapt your archetype to make sure it stays relevant to your audience's evolving preferences and societal trends. It’s a balancing act but it is possible to remain agile in your approach to social media content while staying true to your brand's core archetype.

How can you scale brand archetypes on social media?

In our Publish tool, you can improve your social media posts with the help of Iris, your AI-powered writing assistant. You can even ask Iris to generate social media copy from scratch. 

Give Iris a simple description of what you want to write about in your social media post and then pick the brand archetype (or personality as we like to call it) to create engaging copy. 

Whether you choose from the 12 predefined personalities or create a customized one, Iris can assist you in tailoring your messaging to align with your brand's unique voice and style. 

What’s more, you can also ask Iris to rewrite your draft based on your post intent, for example to educate or to advertise.

This feature can help save time and streamline the content creation process, allowing you to focus on other aspects of your social media strategy.

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That’s a wrap!

Utilizing brand archetypes is simply a way to connect with your audience. As your brand grows and evolves, your brand archetype acts as a guide, ensuring that you tell a story that resonates with your audience.

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