I-12 Brand Archetypes kunye nendlela yokuZisebenzisa kwiShishini lakho

Ngamanye amaxesha, yintoni ekwenza ukuba uthenge imveliso efanayo ngokuphindaphindiweyo ayilomgangatho. Kukho into ekhethekileyo malunga neempawu ezithile, kwaye yiyo loo nto sizifumana siqhagamshelwe kuzo.

Akusiyo imfihlo ukuba ezi mpawu zinobuntu obukhethekileyo, kodwa ngokubanzi, uninzi lwazo luwela phantsi kwesinye se-12 brand archetypes.

Isiqulatho
Yintoni archetypes brand?
I-12 brand archetypes kunye nezicwangciso zabo
Umgca osezantsi

Yintoni archetypes brand?

Uphawu oluyimpumelelo luphawu apho abaphulaphuli bakho ojolise kubo banokudibana nabo. Oku akuyi kwenzeka ngenxa yokuba unemveliso enkulu okanye uyilo olunomtsalane; kuthatha ixesha kunye nomgudu ukwenza ishishini elinobuntu kunye nomsebenzi. 

Iimpawu ze-brand archetypes zinokukongela ixesha kunye nomzamo kuba zikwenza ukwazi ukumisela iimpawu kunye neenkolelo ezibonisa uphawu lwakho. 

Ezi archetypes zimele izazisi jikelele uninzi lweempawu zenziwe. Nje ukuba uchonge i-archetype efanelekileyo kuwe, kuya kuba lula ukuhambisa izinto zebhrendi ezingaguqukiyo nezihambelanayo kuzo zonke iindlela zakho zokuthengisa kunye nonxibelelwano.

I-12 brand archetypes kunye nezicwangciso zabo

Njengoko thina ichazwe ngaphambili, uphawu luyafana nomntu. Yiyo loo nto sinokunxulumanisa i-archtype yohlobo ngalunye nomnqweno womntu. Unaloo nto engqondweni, kuyinto eqhelekileyo ukusebenzisa ingqikelelo ye-archetypes evela kwipsychology ukusinceda sakhe iibrendi ezomeleleyo nezinokunxulumana kwaye simisele isicwangciso esilungileyo sohlobo ngalunye. 

1. Umvukeli (okanye umvukeli)

Le archetype yophawu olungekho mthethweni imalunga nokophula imithetho kunye nokucela umngeni kwimo ekhoyo. Yeyona archetype ingoyiki kwaye itsala ingqalelo, eyenza ukuba uphawu lube nendawo ekhethekileyo nakwindawo ezigcweleyo kunye neemarike.

Uphawu olungekho mthethweni lukholisa ukunxulumana kakhulu nabathengi abajonge ukongeza loo mvakalelo yokungoyiki kunye ne-adventure kwindlela yabo yokuphila. Abo bantu bayayixabisa inkululeko, ukuzimela, kunye nokusungula izinto ezintsha, kwaye oku kubenza babe ngabaphulaphuli abafanelekileyo ekujoliswe kubo kuphawu olungekho mthethweni.

• Isifiso: Ukukhulula
• Icebo: Ukuphazamisa ishishini, ukwenza izinto ngokwahlukileyo, kunye nokwenza imiyalezo enesibindi
• Umzekelo: Idizili, uHarley-Davidson, kunye noTesla

2. Umdali

Umdali we-brand archetype uza kwimarike kunye nombono okhuthazayo kwaye udala ishishini elijikelezileyo. Ijolise ekudaleni into enentsingiselo enefuthe kunye nexabiso elihlala ixesha elide. Ukuyila, ukucinga, kunye nenkuthazo ngundoqo we-archetype yomdali.

Kulula ukucinga ukuba olu hlobo lwe-archetype luyafana ne-archetype yomthetho ngenxa yokuba bobabini bazama ukwenza into entsha kunye neyodwa, kodwa kukho umahluko omkhulu. Umdali we-brand archetype uvelisa izinto ezintsha kwaye unombono, kodwa awunamvukelo, ngokungafaniyo nophawu olungekho mthethweni, olunemvukelo kunye nesibindi.

• Isifiso: Innovation
• Icebo: Ukulungisa amanqaku eentlungu ngendlela yokuyila, ukukhuthaza abanye ukuba babe ngabo bokwenyani, kunye nokudala umxholo ongaphandle kwebhokisi.
• Umzekelo: Apple, Crayola, kunye Lego

3. Isilumko

I-archetype ye-sage brand isekelwe ekufuneni ulwazi, ubulumko kunye nobunkokeli bokucinga. Kuza kwimarike ukufundisa, ukukhokela, kunye nokwabelana ngezisombululo kunye nobuchule.

Olu hlobo lwe-brand archetype alusebenzi kumnqweno wokutshintsha izinto kwaye alunambono wenguquko wokutshintsha umhlaba. Endaweni yoko, ikhetha ukuxhobisa kunye nokutyhala abantu ukuba batshintshe ubomi babo ngokusebenza njengenkokeli yokucinga, ukubonelela ngolwazi oluxabisekileyo, kunye nokwabelana ngobuchule bayo. Ikwanayo nengqiqo yokushiya ilifa kunye nobulumko obungenasiphelo abantu abanokuhlala bexhamla kubo.

• Isifiso: ukuqonda
• Icebo: Ukudala umxholo wemfundo ohlala uluhlaza kwaye ungaphelelwa lixesha, wabelane ngecala lakho elinoluvo kunye nenkokeli yengcinga, kunye neenyani ezixhasayo kunye namabali okukhuthaza abantu ukuba bathathe inyathelo.
• Umzekelo: TED, Google, kunye nePBS

4. Umkhathaleli

I-archetype yomnakekeli imalunga nokuba yinkonzo. Inovelwano kwaye iqhutywa ukuba ikhonze kwaye incede abanye, kwaye oku kuyenza ibe yeyona archetype ifanelekileyo kumacandelo afana nesisa kunye nokhathalelo lwempilo.

Uphawu lomnakekeli luza kwimarike kunye nomsebenzi onentsingiselo ojikeleza ukunceda abantu, ngakumbi kwinqanaba loluntu kunye nentlalontle. Ukhuseleko, imfesane, kunye nokunyamekela zizinto eziphambili zolu hlobo lwe-archetype, kwaye oku kwenza kube lula ukuba kugxininise abo bathi i-marketment ithathelwe ngaphantsi komgudu kunye nokugxila.

• Isifiso: inkonzo
• Icebo: Ukwenzela abanye izinto, ukukhonza uluntu, ukugxila ngakumbi ekuncedeni nasekupheni endaweni yokwenza njengeshishini eliqhelekileyo  
• Umzekelo: ISuphu kaCampbell, uJohnson & Johnson, kunye ne-UNICEF

5. Abamsulwa

I-archetype ye-brand emsulwa ifaka ukulunga kwaye ikhuthaza umbono ofanelekileyo wehlabathi. Iza kwimarike ngombono olula kunye nethemba apho wonke umntu onwabile kwaye yonke into ilungile.

Iibrendi ezine-archetype emsulwa zijolise ekudaleni ithemba kunye nokhuseleko kubaphulaphuli babo nokuba kuthathwa njengento engekhoyo okanye kunzima ukuyifeza kwishishini labo. Yiyo loo nto bedla ngokukhetha ukubekwa njengeenkokeli ekuziseni utshintsho oluhle emhlabeni.

• Isifiso: Safety
• Icebo: Ukuyila imiyalezo ekhuthazayo kunye nenethemba, ukwenza into elungileyo nokuba kunzima okanye akuthandeki, ukunamathela kwimilinganiselo kunye nokuziphatha.
• Umzekelo: Dove, McDonald's, kunye neCoca-Cola

6. Umntu ohlekisayo

Ijester brand archetype ifuna abantu bahleke kwaye bazonwabele. I-jester iza kwimarike kunye nesimo sengqondo esidlalayo kunye nesimnandi kwaye izama ukudala amava alula kwaye akhumbulekayo kubathengi babo.

Into yokugqibela i-jester archetype ifuna ukuyidala ngamava adinayo kunye nomxholo; yiyo loo nto ikholelwa ngamandla kwintetho ethi, “Ukuba awonwabanga, uyenza kakubi” kwaye iyisebenzisela ukuvavanya iimveliso zayo kunye nomxholo.

• Isifiso: Ukonwaba
• Icebo: Ukuyila imiyalezo eyonwabisayo kunye neyobukrelekrele, ukubeka phambili ulonwabo kunye namava amnandi kubathengi ngaphezu kwayo yonke enye into, ukuzibandakanya nabathengi ngendlela eyonwabisayo neyilayo
• Umzekelo: Izinongo eziDala, Amandla ePaddy, kunye neeSkittles

7. Igqirha

I-archetype yomlingo womlingo imalunga nenguquko, ukucinga okukhulu, kunye nokwenza amaphupha abe yinyaniso. Ijolise ekudaleni into ekhethekileyo emangalisa kwaye imangalisa abaphulaphuli.

Abantu banokwakha unxibelelwano olunzulu kunye nophawu lobugqi ngenxa yendlela abaziva ngayo xa benxibelelana nalo. Yile nto eyenza le archetype ibe namandla kwaye ikwazi ukutsala abantu ukuba babe yinxalenye yomsebenzi ngaphandle komzamo.

• Isifiso: amandla
• Icebo: Ukwakha i-hype malunga neemveliso kunye neenkonzo, ukukhuthaza ukuguqulwa komntu kunye nobugcisa, kunye nokwenza imiyalezo ecela umngeni kwimiqobo (kunye nenyani) kunye nokukhuthaza abantu ukuba bafikelele amandla abo apheleleyo.
• Umzekelo: Disney, MAC Cosmetics, kunye nePolaroid

8. Umlawuli

I-archetype yerula imele inkokeli yoshishino lwakudala. Ijolise ekugcineni indawo ezinzileyo kwaye enamandla kwimarike yayo nakwixesha elinzima kunye nesiphithiphithi kwaye isebenza ekuboneleleni ngexabiso eliphezulu kunye neemveliso ezithembekileyo.

Ubuchwephesha, uzinzo, kunye nokuzithemba ngamaxabiso angaxoxiswanayo kuphawu lwerula. Kungenxa yoko le nto abantu abaxabisa iwonga, umgangatho, ukuzimela, kunye nobunewunewu ngabaphulaphuli abafanelekileyo kolu hlobo lwe-archetype.

• Isifiso: ulawulo
• Icebo: Ukwamkela indlela esesikweni yokuthengisa kunye nonxibelelwano, ukuba nemigangatho ephezulu kuyo yonke into abayenzayo ukusuka kwimveliso ukuya kwintengiso, kunye nokusebenza njengenkokeli yeshishini endaweni yokuba nombono wokuba ngomnye.
• Umzekelo: Microsoft, Rolex, kunye Mercedes-Benz

9. Iqhawe

I-archetype ye-brand ye-hero imalunga nesibindi, ukubamba, kunye nokuthatha imisebenzi enzima. Ijolise ekwenzeni umahluko kunye nokoyisa iingxaki, kwaye ikwagxile ekukhuthazeni umendo wayo wenkalipho kunye nokuzibona.

Le archetype idibana kakhulu nabantu abanebhongo, abazimiseleyo, nabazimiseleyo abazibona bekwazi kwaye belufanelekele utshintsho lobugorha.

• Isifiso: Mastery
• Icebo: Ukugxila ekubaliseni amabali, ukwabelana ngemingeni kunye nemiqobo, kungekuphela nje ixesha lempumelelo okanye ukuqaliswa kwemveliso, kunye nokukhuthaza ingqondo “yokuphumelela” ngomxholo kunye neemveliso.
• Umzekelo: I-Nike, iBMW, kunye ne-Adidas

10. Wonke umntu (okanye umfana oqhelekileyo)

I-archetype yohlobo lomntu wonke ithathwa njengophawu lwabantu. Ikhuthaza imvakalelo yoluntu, ukulingana, kunye noqhagamshelwano lwabantu.

Iibrendi zomntu wonke zithatha isimo sengqondo sobuhlobo kwaye zibonise ukuba ziyangeneka kwaye zibandakanya. Yiyo loo nto bekwazi ukutsala uluhlu olubanzi lwabantu abavela kwiimvelaphi ezahlukeneyo kunye nabemi. Zikwalula, zenziwe ngokubanzi, kwaye zijonge ukuthandwa ngabo bonke.

• Isifiso: Ukuba ngumnini
• Icebo: Ugxininiso ekubalulekeni kubantu abaninzi endaweni yokuma, ukubeka phambili injongo yokwakha uluntu olunomxholo kunye namaphulo okuthengisa, kunye nokuphepha ukugqithisa kunye nokuba nombono kakhulu.
• Umzekelo: I-Ikea, iFord, kunye neLevi

11. Umhloli

I-archetype ye-brand yokuhlola ibonakaliswe ngumnqweno omkhulu wenkululeko kunye ne-adventure. Iza kwimakethi isimemo sokuba uhlukane nenkqubo kwaye uye kuphonononga umhlaba ngokungenaloyiko.

Le archetype inokujongeka ifana ne-archetype, kodwa umhloli akakhuthazi ukuphazamiseka kwaye akazami ukutshintsha imithetho. Konke malunga nokuhamba uhambo oluqhubekayo lokufumanisa.

• Isifiso: inkululeko
• Icebo: Ukubalisa amabali anyanzelayo, ukwenza imiyalezo elula ekhuthaza ukufunyanwa kunye neengozi, kunye nokuqaqambisa amava amatsha kunye neengile ezintsha zezihloko ezifanelekileyo kushishino.
• Umzekelo: Jeep, REI, kunye neSubaru

12. Umthandi

I-archetype ye-lover brand inxulunyaniswa noqhagamshelo olunzulu kunye nokuthanda ihlabathi. Iibrendi zomthandi zihlala zinovelwano kunye nenkanuko, kwaye ziqhutywa ukwenza abantu bakhe ubudlelwane beemvakalelo kunye neemveliso kunye neenkonzo zabo.

Le archetype idibana kakhulu nabantu abathandanayo nabathanda izinto ezintle nezitofotofo.

• Isifiso: Ulwalamano
• Icebo: Ukwabelana ngamabali aneemvakalelo kunye namaxesha, ukudala umxholo obonisa umdla kwaye ugxininise kwiinkcukacha, kunye nokubonelela ngamava omthengi akhumbulekayo kuwo onke amanqanaba (imveliso, ukupakishwa, imibala, njl.)
• Umzekelo: Imfihlo kaVictoria, uAlfa Romeo, kunye neChanel

Umgca osezantsi

Ukuphonononga i-archetypes ye-brand kunye nokukhetha eyona ihambelanayo ukuba uyifake kwishishini lakho kubalulekile ekwakheni uphawu oluqinileyo. Ezo archetypes zenzelwe ukukukhokela kwaye zingakuthinteli; unokuba ne-archetype efanayo nezinye iibrendi kwaye ube nobuntu bophawu olulodwa ngaxeshanye.