This archetype is considered to be the complete opposite of the "Rebel". He does not want to stand out from the crowd, trying to maintain friendly relations with everyone and get closer to his consumers. Measuredness and calm are the two main qualities of this archetype.
"Glorious fellow" will be an excellent choice for brands that:
help clients feel like they belong to certain groups;
used daily;
create or sell how does cash app work family corporations;
want to be a better version of their competitors;
offer products at affordable prices.
Targeting customers who are hungry for attention from others will be effective.
If you want to choose this archetype, focus on finding topics that are close to your core customers, trying not to get involved in scandals. Actively interact with your audience, find common preferences. When advertising your product or service, focus on its accessibility for people with different income levels.
Companies that successfully use the Nice Guy archetype include IKEA and eBay.
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Lover
The Lover archetype includes services, products or companies that are based on the promise of improving the audience's appearance, making it attractive, and also showing the trepidation, passion, aesthetics of relationships and the human body.
It is suitable for brands that:
want to help their audience find their soulmate or friends;
are associated with romance, human beauty and sexuality;
offer products with medium or high price tags.
The target audience for targeting is clients 16+.
This archetype is associated with pleasure and the whole range of emotions. If you choose this path, you should use the entire arsenal of communication tools in a bright and memorable image, involving all human senses. At the same time, adding notes of playful flirtation to communication with clients will be an excellent technique.
Examples of companies using the Lover brand archetypes: Victoria's Secret, Godiva Chocolate, Baileys, Chanel, Durex.
Jester
Representatives of this brand are considered to be funny people. Their main task is to please their audience. Sometimes jokes may seem a little bold, but these are always harmless words that do not imply evil intentions. The main clients of such companies are young people and those who remain young inside, without losing the joy of life.
"Jester" is suitable for trading platforms that:
intended for the entertainment and recreation categories;
give people a feeling of youth and full of energy;
they sell tasty but rather unhealthy products;
produce low-priced goods.
For brands that have chosen the Jester archetype, you can be bold and use informal communication with your audience. Content should be filled with drive and humor, and advertising should be filled with vivid images. Focus on the benefits of your product or service, promising customers an indescribable experience from the purchase. Target your audience to any target group.
Examples of the "Jester" brand archetypes: Pringles, Skittles,