12 branding archetypes and why each business needs them

12 branding archetypes and why each business needs them

Marketing your company can be a difficult process, with many different parts that you should know in order to be successful. One of these things is to learn about the 12 branding archetypes and why they are essential to the success of your company. All of the great brands embody 12 archetypes that helps them to stand out from their competition. This will take a closer look at these 12 branding archetypes to see just what makes them so important for your business. You can take this knowledge to help with branding of your company.

Magician Magician brands are companies that are seen as insightful and logical but approachable by users. Customers turn to businesses with this type of branding because they trust the expertise that these brands have to offer. They know that you have the right advice to help them with their problems. This is an archetype that is best used by a company that is within a specialized industry that requires a lot of technical expertise that may be difficult for people to understand.

Sage When you think about sages, you immediately think of a wise person. You exude innovation to customers, but you are also accessible for customers. You can navigate that tricky balance between kindness and teaching customers about innovation. This brand does research to understand the world and try to share your knowledge with everyone that you can.

Innocent Innocence has long been synonymous with purity and trustworthiness. The same goes with innocent brands. These are brands that are created to simplify and purify the lives of their customers. These are optimistic brands that want to spread cheer and happiness to all of their customers.

Outlaw This brand archetype is all about not conforming and disobedience. Companies within this brand type want to shake up their industries by taking what doesn’t work and figuring out ways to revolutionize the way things are traditionally done. Your company is all about freedom from the establishment and want to offer this to your customers as well.

Jester Full of wit and edge, this type of brand is quite likeable by customers. Every product that comes from this company leads to the excitement of customers. Without being too bright and immature, you can get a strong but clever branding message across with this brand.

Lover The idea behind this archetype is to be an emotionally and physically attractive business for your customers. You want to create tactile experiences that will entice customers to your company. In fact, you not only want to get customers into your company, but you also want to form a lasting relationship with them.

Explorer The whole goal of these types of brands is to help their customers live a more authentic and fulfilling life. They promote adventure and experiencing new things. Most of all, they offer freedom from the boredom that effects their customer’s everyday life. Why feel trapped when you can go out on a journey? That is what this archetype represents.

Ruler The ruler brand archetype wants to create a community that is prosperous and successful. Typically luxury brands use this archetype as it conveys confidence and exclusivity that can only come with high-end products. This archetype encourages customers to have the power and confidence that they need to live the lifestyle that they desire.

Caregiver Brands within this archetype are all about helping other people out. The focus is on charity, focusing their customer’s attention not just on their needs but the needs of the community. There is an emphasis on servicing the community that is exemplified by these brands, which is what draws customers to these companies.

Hero This is all about courage and strength. Companies that exude this archetype want to help their customers take action to overcome any challenges that may be in their way. These brands want their customers to feel inspired by their messaging to overcome challenges and change the world.

Regular Guy/Girl The goal of this brand is to be approachable and relatable for their customers. The values of this company are central to who they are and this is what draws people to their company. These brands want to be accessible to the everyday person who is working hard to make it. They do not want to be left out or just, rather they just want to belong as part of the larger picture.

Creator Creativity is crucial to this brand. The goal with this archetype is to express themselves while promoting individuality amongst themselves and their customers. It is all about using art as a way to realize the vision of this company and their customers. This brand does not want to be considered “just like everyone else”. There is nothing worse to this brand than mediocrity and the lack of inspiration in their customers or their employees. Their vision needs to inspire the development of artistic skill and control.

Why does this matter? You need to know all about your company’s branding archetype so that you can create your marketing strategy around it. You need to know who you are as a company before you can let your potential customers know who you are. Your archetype effects every aspect of your marketing strategy, from the logo design to your web design scheme. Having an effective web design scheme relies on consistency that goes across all of your marketing plans. There are a lot of companies in Fresno, so finding a branding company that can help you with your marketing is going to make a huge difference. A reputable marketing company will listen to who you are as a company and what values your company represents. They will help you to determine what your branding archetype is so that you can create the perfect marketing strategy to grow your brand. The branding archetype is there to allow you to reach your customers, so it is crucial that you determine which archetype adequately represents you.

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What color is your brand?

What color is your brand?

Color psychology has been a major proponent in marketing and branding theory for some time, but is still largely ignored by small start-up companies or persons who are unaware of this valuable marketing tool. At Spark Branding Co., founded in Fresno, California, we focus on integrating this useful device in our branding, logo design and web design to ensure that our clients’ company message stands out clear as day and attract customers. But what is color psychology and why is it relevant to you as a business owner or company?

With the drastic increase in brands and products, making your own company stand out has become a challenge. Much attention has been given to marketing psychology over the past few decades in an attempt to overcome this problem and one interesting aspect of how people perceive branding has come to light and been the focus of many studies in the past few years. Color psychology grew in popularity and now forms a staple for the marketing campaigns and branding of all major companies. Many academic articles boast of findings where color has been proven to increase or decrease appetite, make one brand preferable over another, and alter consumer behavior in general. The findings of these studies have all come to the same conclusion; color has the power to control the way consumers relate to certain brands.

This has to do with cognitive association and visual language. Majority of people have the same reaction to the same color, and this is what the theory is based on. Yellow has a warm, exciting and active association which makes it the perfect color for Ferrari or Nikon. In contrast to this, white represents professionalism, purity and calm, making it the chosen color for Apple and Cartoon Network. Purple, which is a feature with Cadbury and Hallmark, shows a creative, intuitive and mystical aspect. Coca-Cola and Virgin Active opted for red because of its association with being bold, powerful and enthusiastic. Green represents nature, growth and health, as seen in the branding for BP and Animal Planet and blue represents strength, loyalty and trust, as seen with Oral B and Ford. The best way to envision what a color does for a brand is to think of popular companies and what the strive for in their business, and to compare these virtues with the company’s associated colors.

These examples are relatable and comprehensive. Spark Branding Co.’s mission is to bring our knowledge of this system of semantics to our clients when creating the perfect brand, logo or website for them. We have an intricate understanding of how this visual language works and know how to utilize it to your advantage. Take our brand’s logo as an example. Black on white, it stands for professionalism, balance, cleanliness and intelligence. These are the ideals we carry in all our branding, logo design and web design.

The importance of color in branding and marketing should never be overlooked, and at Spark Branding Co., we put color back into branding, logo design and web design.

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Why is branding important?

Why is branding important?

A good brand is more than just an interesting or memorable logo. A brand is the sum of everything a company is – it includes the logo, but also their customer service, their advertising and their general reputation. Good branding will increase the overall value of a company while keeping its employees happy and motivated. It also makes landing new customers easier. Creating and maintaining a good quality and healthy brand is essential if you want to run a successful and profitable business.

A good brand will improve the recognition of your company. While your logo is not the only component of building a brand, it does play an important role. There are many logos out there that the general population will recognize instantly, even without the company name written alongside it. The golden arches of McDonalds are a prime example. The design of your logo is very important as it will be on every piece of correspondence, advertising, and merchandise. Having your logo professionally designed is recommended as creating something unique, professional, and memorable is crucial.

Your brand will also be able to inspire your employees. People work better when there is more to their day than just work. If they have something to work towards, they will be more productive and effective. When your employees understand the mission of the company, and the reasons behind what you do, they are more likely to be proud of their work. They will be more motivated to progress, improve, and meet the goals you set. It also creates a sense of unity. When everyone is working towards a common goal, communication and togetherness improve.

Your brand will get you customers. Few things are more powerful than word of mouth. When you provide your customers with a good product and/or service, coupled with a professional and pleasant experience, they will be inclined to talk about it and recommend you to people they know who are looking for something similar. They will not be able to tell their friends about you though, if they can’t remember your brand.

A strong and unique brand will help you stand out. When someone needs something but they don’t know where they should go to have the need filled, that is where strong branding comes in. When they start doing research and looking for a company to choose, you want your brand to stick out to them. You want your reputation to speak for you. If your logo is professional and pleasing to the eye, your overall reputation with existing customers is positive, and you have a strong presence then you will be put into the running and your chances of them buying from you greatly improve.

Ultimately, good branding builds trust. Having a clean, polished, and professional appearance will instill confidence in potential customers and you will be more likely to gain their trust, and eventually the sale. Provide a positive and professional experience for each customer and eventually you will build up a good reputation and your brand will thrive.