"Now, I need you to be careful and efficient. And remember: If I am harsh with you, it's only because you're doing it wrong."
If you're struggling to narrow your brand down to just one archetype, you're not alone. In fact, it can be very necessary if you're a brand that speaks to B2B and B2C audiences in equal measure.
For instance, if Monica Geller were a business brand, it'd be tough to narrow her down to just one brand archetype. At first blush, she had all the qualities of The Ruler brand archetype (Chanel, Givenchy); she was articulate, commanding and loved being completely and utterly in control...at all times...did you SEE the one with the table tennis match? But here's the twist: her 'Ruler' exterior crumbled when her friends and family needed her most. This paved the way for her secondary archetype: The Caregiver brand archetype (Panadol, Royal Women's Hospital). Her calm and reassuring presence were matched by her love of cooking and open door policy - carefully controlled within a structured environment. This powerful paradox made her (in my humble opinion) the most intriguing of all the Friends characters.
Businesses with multiple brand archetypes are more common than you think. For example, Coca-Cola (parent company) will have one primary archetype and each product in their vast portfolio will have their own primary archetype; their own personality and their own tone of voice that speaks directly to their distinct audiences.
You might own or manage a business that boasts a business-to-business offering and a business-to-consumer offering, so it makes sense to consider a dual-archetype approach. Just be sure to have ONE primary unwavering archetype for your parent brand. You can then complement this with secondary archetypes that you can seamlessly dial up or down, according to your audience.
Stay tuned over the coming weeks, as I walk you through more dual-archetype TV and Movie characters.
In the meantime, check out my blog posts on The Ruler and The Caregiver brand archetypes to learn more about their strengths, weaknesses, fears and passions.
I KNOW!!!