Building deep connections between consumers and brands has long been revered as an exact science. Using statistics about age, gender, socioeconomic status, and other such numerical indicators, marketers believed they could create a deep understanding of their users, and therefore sell more effectively. We are finding now, that this rational and cold approach to understanding consumer buying habits overtly ignores the humanity that exists in every buyer. Without an acknowledgement of the MOTIVES behind a buying behavior, there cannot be a true understanding of how to improve marketing strategies.
Archetypes affect us on a subconscious level. The images release our most basic motivations, desires, and yearnings. Choose an archetype that will incentivize consumers while honestly reflecting your organizations morals, ethics, and business practices. Nike’s consumers are motivated by the archetype, the athlete: the epitome of physical and mental strength. To associate this brand with hedonist imagery like, self-indulgence, would feel deceitful to Nike’s target audience.
Take a hard look at your product, your services, your business and the people that hold it together. What archetypes reflect your company as a whole?
BURKE’s dominate archetype is the Servant. Servants symbolize the calling to service for the benefit of others. Their approach prioritizes others’ needs and finds strength in contribution and listening. Our namesake icon symbolizes the curved ridges on the inside of a human ear. Illustrating our priorities: the human ear’s main functions are listening, interpreting depth and direction, gauging our own voices, and allowing for balance in the entire body.