Bright examples of artisan companies: Lego, IKEA, Adobe

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Such brands promote the value of creating something new, realizing creative potential — and offer the right tools for this. In the products of artisan companies, much attention is paid to the breadth of functionality, ease of use, and precision of detail. The main task of these brands is to help people bring their ideas to life, inspire them to be creative, and provide tools for self-expression.



Which archetype is right for your business?
The brand's success in the market largely depends mongolia company email list on what emotions and associations it evokes. Moreover, success in the long term, because the archetype must form stable connections.

In addition, a well-chosen archetype allows you to:

Become more visible among competitors
Build the communication you need with a wide variety of audiences - after all, archetypes are the same for everyone
Give the brand an emotional coloring that will be imprinted on the subconscious of consumers and will be automatically triggered when interacting with you
Let us emphasize once again that a brand archetype is not a rigid set of behavior patterns. It is rather a general direction within which you can build your own model. Moreover, it is often possible to combine features of different archetypes. For example, the Seeker has a lot in common with the Hero, and the Naive with the Guardian. This means that you have even more opportunities for individualization!

But here an important question arises: what archetype should a brand choose? To answer it, you need to thoroughly analyze the essence of the brand, its goals and values. And, of course, study the audience in detail. And it is better to act step by step.

We recommend adhering to the following algorithm for forming a brand archetype:

Study the features of existing archetypes in detail - understand which one is closest to you
Analyze your competitors' marketing strategy - determine what model they have chosen
Study your target audience - without understanding the triggers of the target audience, you will not be able to choose the right presentation of information
Match your values ​​and goals with archetypes
Build your brand identity according to the chosen model
Now the brand archetype has been chosen. All that remains is to promote it and integrate it into the overall promotion strategy.