Archetypes are personality types or stories that show up over and over again, across all cultures. Think about the stories of humanity: the hero who triumphs, the rebel who challenges, the lover who casts a spell, the trickster who teaches a lesson. We connect to and intuitively get these and other stories, because we live them over and over again. Your association actually evokes an archetype: your brand is linked to one or more of the archetypes—and so are your members.
To really inspire your base—and to know how to market specifically to the different segments of members—you need to know your brand archetype, as well as the archetypes of your people.
We’ve done a lot of work in this area (one great resource is Archetypes in Branding), and we’ve seen how when an association takes time to discern their archetypes, they connect to their members in a new way. They connect because they have a much clearer picture of what they’re about, and what their people are about. Figuring out your archetype map helps take the mystery out of this storytelling you need to do that we keep talking about— because (maybe for the first time) you know what stories will resonate.
In short, archetypes help you know how to talk to your people!
We hope you find these tips inspiring for your next conference, and until next time keep a look out for clue #9!
The Lone Marketer
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