Kwesinye isikhathi, okwenza ukuthi uthenge umkhiqizo ofanayo ngokuphindaphindiwe akuyona ikhwalithi. Kukhona okuthile okukhethekile ngamabhrendi athile, futhi yingakho sizithola sixhumene nawo.
Akuyona imfihlo ukuthi le mikhiqizo inobuntu obuhlukile, kodwa ngokuvamile, iningi labo liwela ngaphansi kwe-archetypes yomkhiqizo we-12.
Okuqukethwe
Yiziphi izinhlobo ze-brand archetypes?
I-12 brand archetypes namasu abo
Isiphetho sendaba
Yiziphi izinhlobo ze-brand archetypes?
Ibhrendi ephumelelayo ibhrendi izethameli zakho eziqondiwe ezingazwana nayo. Lokhu ngeke kwenzeke ngoba unomkhiqizo omuhle noma umklamo okhangayo; kuthatha isikhathi nomzamo ukwakha ibhizinisi elinobuntu nomsebenzi.
Izinhlobo zama-brand archetypes zingakongela isikhathi nomzamo ngoba zikwenza ukwazi ukunquma izici zomlingiswa nezinkolelo ezibonisa umkhiqizo wakho.
Lawa ma-archetypes amelela ubunikazi bendawo yonke imikhiqizo eminingi eyakhiwe ngabo. Uma usuhlonze uhlobo olufanele lwe-archetype, kuzoba lula ukudlulisa izici zomkhiqizo ezingaguquki nezivumelanayo kuzo zonke iziteshi zakho zokumaketha nezokuxhumana.
I-12 brand archetypes namasu abo
Njengoba thina kuchazwe ngaphambilini, uphawu lufana nomuntu. Kungakho singahlobanisa i-archetype yomkhiqizo ngamunye nesifiso somuntu. Unalokho engqondweni, kuyinto evamile ukusebenzisa umqondo wama-archetypes osuka kungqondongqondo ukuze usisize sakhe amabhrendi aqinile futhi ahlobene futhi sinqume isu elilungile lomkhiqizo ngamunye.
1. Isigebengu (noma isihlubuki)
Lolu hlobo lwe-archetype lomkhiqizo ongekho emthethweni lumayelana nokuphula imithetho kanye nokuphonsela inselelo isimo esikhona. Iwuhlobo lwe-archetype olungesabi kakhulu futhi oludonsa ukunaka, oluvumela umkhiqizo ukuthi ube nokuma okuhlukile ngisho nasezindaweni ezigcwele izimakethe nasezimakethe.
Umkhiqizo ongekho emthethweni ujwayele ukuthinta kakhulu amakhasimende abheke ukungeza lowo muzwa wokungesabi nowokuzama endleleni yawo yokuphila. Labo bantu bayayazisa inkululeko, ukuzimela, kanye nokuqamba izinto ezintsha, futhi lokhu kubenza babe izethameli ezifanele eziqondiswe kumkhiqizo ongekho emthethweni.
- Isifiso: Ukukhululeka
- Isu: Ukuphazamisa imboni, ukwenza izinto ngendlela ehlukile, nokwenza imiyalezo enesibindi
- Isibonelo: Udizili, uHarley-Davidson, noTesla
2. Umdali
I-archetype yomkhiqizo womdali iza emakethe inombono okhuthazayo futhi idale ibhizinisi elizungezile. Ihlose ukudala okuthile okunenjongo okunomthelela kanye nenani elihlala isikhathi eside. Ubuciko, umcabango, kanye nogqozi kuwumongo we-archetype yomkhiqizo womdali.
Kulula ukucabanga ukuthi lolu hlobo lwe-archetype lufana ne-archetype ye-inlaw ngoba bobabili bazama ukusungula nokudala into entsha neyingqayizivele, kodwa kunomehluko omkhulu. I-archetype yomkhiqizo womdali iyasungula futhi inombono, kodwa ayihlubuki, ngokungafani nomkhiqizo ongekho emthethweni, ovukelayo futhi onesibindi.
- Isifiso: Innovation
- Isu: Ukulungisa izindawo zobuhlungu ngendlela yokudala, ukukhuthaza abanye ukuthi babe yibona qobo lwabo, nokudala okuqukethwe ngaphandle kwebhokisi
- Isibonelo: Apple, Crayola, kanye Lego
3. Isihlakaniphi
I-sage brand archetype igxile ekuphishekeleni ulwazi, ukuhlakanipha, nobuholi bemicabango. Kuza emakethe ukufundisa, ukuqondisa, nokwabelana ngezixazululo nobungcweti.
Lolu hlobo lwe-archetype alusebenzi esifisweni sokushintsha izinto futhi alunawo umbono wokuguqula umhlaba. Esikhundleni salokho, ikhetha ukunika amandla futhi icindezele abantu ukuthi baguqule izimpilo zabo ngokwenza njengomholi womcabango, inikeze ulwazi olubalulekile, nokwabelana ngobungcweti bayo. Iphinde ibe nomuzwa wokushiya ifa nokuhlakanipha okungaphelelwa isikhathi abantu abangazuza kukho ngaso sonke isikhathi.
- Isifiso: Ukuqonda
- Isu: Ukudala okuqukethwe kwezemfundo okuhlala kuluhlaza futhi okungaphelelwa isikhathi ngokungaguquki, ukwabelana ngohlangothi lwakho olunemibono noluholayo, kanye namaqiniso asekelayo nezindaba ukukhuthaza abantu ukuthi bathathe isinyathelo.
- Isibonelo: I-TED, i-Google, ne-PBS
4. Umnakekeli
I-archetype yophawu lomnakekeli imayelana nokuba nenkonzo. Kunozwelo futhi kuqhutshwa ukusebenzela nokusiza abanye, futhi lokhu kuyenza ibe i-archetype efanelekile emikhakheni efana nenhlangano esiza abantulayo kanye nokunakekelwa kwezempilo.
Umkhiqizo womnakekeli uza emakethe nomgomo ophusile ophathelene nokusiza abantu, ikakhulukazi ezingeni lezenhlalakahle nelezenhlalakahle. Ukuphepha, uzwelo, nokunakekela kungamagugu ayisisekelo alolu hlobo lwe-archetype, futhi lokhu kwenza kube lula ukugxila kulabo imakethe ebabheka njengabakufanele umzamo nokugxila.
- Isifiso: Izikhungo
- Isu: Ukwenzela abanye izinto, ukusebenzela umphakathi, ukugxila kakhulu ekusizeni nasekupheni esikhundleni sokwenza njengebhizinisi elijwayelekile
- Isibonelo: Isobho likaCampbell, uJohnson & Johnson, kanye ne-UNICEF
5. Abangenacala
Uhlobo lwe-archetype olungenacala lufaka ukulunga futhi lukhuthaze umbono ofanele womhlaba. Iza emakethe ngombono olula nethemba lapho wonke umuntu ejabule futhi yonke into ilungile.
Amabhrendi ane-archetype engenacala ahlose ukudala umuzwa wethemba nokuphepha ezithamelini zabo ngisho noma kuthathwa njengokungafaneleki noma okunzima ukukufeza embonini yabo. Yingakho ngokuvamile bekhetha ukubekwa njengabaholi ekuletheni izinguquko ezinhle emhlabeni.
- Isifiso: Ukuphepha
- Isu: Ukwakha imilayezo eyakhayo nenethemba elihle, ukwenza okulungile ngisho noma kunzima noma kungathandwa, ukunamathela ezimisweni nasekuziphatheni okuhle.
- Isibonelo: I-Dove, iMcDonald's, ne-Coca-Cola
6. Umdidiyeli
I-archetype yohlobo lwe-jester ifuna abantu bahleke futhi bazijabulele. I-jester iza emakethe inesimo sengqondo sokudlala nesijabulisayo futhi izama ukwenza amakhasimende abo ajabule futhi akhumbuleke.
Into yokugcina i-jester archetype efuna ukuyidala isipiliyoni esiyisicefe nokuqukethwe; yingakho ikholelwa ngokuqinile esisho, “Uma ungazijabuleli, wenza kabi” futhi isisebenzisela ukuhlola imikhiqizo yayo nokuqukethwe.
- Isifiso: Injabulo
- Isu: Ukuqamba imilayezo ejabulisayo nehlakaniphile, ukubeka phambili ubumnandi nolwazi olujabulisayo lwekhasimende ngaphezu kwakho konke okunye, ukuhlanganyela namakhasimende ngendlela ejabulisayo nenobuchule
- Isibonelo: I-Old Spice, Amandla e-Paddy, nama-Skittles
7. Umthakathi
I-archetype yohlobo lwemilingo imayelana noshintsho, ukucabanga okukhulu, nokwenza amaphupho afezeke. Ihlose ukudala okuthile okukhethekile okumangazayo futhi kusimangaze izethameli.
Abantu bangakha ukuxhumana okujulile nomkhiqizo womlingo ngenxa yendlela abazizwa ngayo lapho bexhumana nawo. Yilokhu okwenza le-archetype ibe namandla futhi ikwazi ukuheha abantu ukuthi babe yingxenye ye-mission ngaphandle komzamo.
- Isifiso: Power
- Isu: Ukwakha isiphithiphithi ngemikhiqizo namasevisi, ukukhuthaza ukuguqulwa komuntu siqu kanye nobungcweti, nokwenza imilayezo ebekela inselele izithiyo (kanye namaqiniso) futhi ikhuthaze abantu ukuthi bafinyelele amandla abo aphelele.
- Isibonelo: I-Disney, i-MAC Cosmetics, ne-Polaroid
8. Umbusi
I-rula brand archetype imele umholi wemboni yakudala. Ihlose ukugcina isikhundla esizinzile nesinamandla emakethe yayo ngisho nasezikhathini ezinzima neziyaluyalu futhi isebenza ekunikezeni imikhiqizo enenani eliphezulu nethembekile.
Ubungcweti, ukuzinza, nokuzethemba amavelu angaxoxiswana omkhiqizo werula. Yingakho abantu abazisa isimo, ikhwalithi, ukuhluka, nokunethezeka kuyizethameli ezifanele zalolu hlobo lwe-archetype.
- Isifiso: Control
- Isu: Ukwamukela indlela esemthethweni yokumaketha nokuxhumana, ukuba nezindinganiso eziphakeme kukho konke abakwenzayo kusukela ekukhiqizeni kuya ekuthengisweni, nokusebenza njengomholi wemboni esikhundleni sokuba nombono wokuba munye.
- Isibonelo: IMicrosoft, Rolex, neMercedes-Benz
9. Iqhawe
I-archetype yomkhiqizo weqhawe imayelana nesibindi, ubuciko, kanye nokwenza imisebenzi enzima. Ihlose ukwenza umehluko kanye nokunqoba izinkinga, futhi iphinde igxile ekukhuthazeni indlela yayo yesibindi kanye nokuzenza ongokoqobo.
Lolu hlobo lwe-archetype luthinta kakhulu abantu abathanda ukuvelela, abazimisele, nabanamandla abazibona bekwazi futhi abafanele ukuguqulwa kobuqhawe.
- Isifiso: buciko
- Isu: Ukugxila ekuxoxeni izindaba, ukwabelana ngezinselele nezithiyo, hhayi nje izikhathi zempumelelo noma ukwethulwa komkhiqizo, nokuthuthukisa umqondo “wokuwina” ngokuqukethwe nemikhiqizo.
- Isibonelo: I-Nike, i-BMW, ne-Adidas
10. Wonke umuntu (noma insizwa evamile)
I-archetype yomkhiqizo wonke umuntu ibhekwa njengophawu lwabantu. Ikhuthaza umuzwa womphakathi, ukulingana, nokuxhumana kwabantu.
Imikhiqizo ye-everyman ithatha isimo sengqondo sobungani futhi izethule njengabangenekayo futhi ababandakanyayo. Yingakho bekwazi ukuheha abantu abaningi abavela ezizindeni ezihlukene kanye nezibalo zabantu. Alula futhi, ajwayelekile, futhi ahlose ukuthandwa yibo bonke.
- Isifiso: Okwabantu
- Isu: Ukugxila ekuhlobaneni nabantu abaningi esikhundleni sokugqama, ukubeka phambili umgomo wokwakha umphakathi onokuqukethwe nemikhankaso yokumaketha, nokugwema ukweqisa nokuba nemibono kakhulu.
- Isibonelo: I-Ikea, Ford, ne-Levi's
11. Umhloli wamazwe
I-archetype yomkhiqizo wokuhlola ibonakala ngesifiso esikhulu senkululeko nokuzidela. Iza emakethe inesimemo sokugqashula esimisweni futhi uyohlola umhlaba ngokungesabi.
Lolu hlobo lwe-archetype lungabukeka lufana ne-archetype engekho emthethweni, kodwa umhloli akakhuthazi ukuphazamiseka noma azame ukushintsha imithetho. Konke kumayelana nokuqhubeka nohambo lokuthola ulwazi.
- Isifiso: Freedom
- Isu: Ukuxoxa izindaba ezikhangayo, ukwenza imilayezo elula ekhuthaza ukutholwa nokuzidela, nokugqamisa ukuzizwisa okusha kanye nama-engeli amasha ezihloko ezifanele embonini.
- Isibonelo: IJeep, REI, neSubaru
12. Isithandwa
I-archetype ye-lover brand ihlotshaniswa nokuxhumana okujulile nokwenza umhlaba ube nothando. Izinhlobo zesithandwa zivame ukuzwela futhi zivusa inkanuko, futhi ziqhutshwa ukwenza abantu bakhe isibopho esingokomzwelo ngemikhiqizo namasevisi abo.
Lolu hlobo lwe-archetype luthinta kakhulu abantu abathanda futhi abathanda izinto ezinhle neziwubukhazikhazi.
- Isifiso: Intimacy
- Isu: Ukwabelana ngezindaba ezithinta imizwa nezikhathi, ukudala okuqukethwe okubonisa uthando futhi okugxile emininingwaneni, nokuhlinzeka ngolwazi lwamakhasimende olukhumbulekayo kuwo wonke amazinga (umkhiqizo, ukupakisha, imibala, njll.)
- Isibonelo: I-Victoria's Secret, i-Alfa Romeo, ne-Chanel
Isiphetho sendaba
Ukubuyekeza ama-archetypes omkhiqizo nokukhetha eqondaniswe kakhulu ongayisebenzisa ebhizinisini lakho kubalulekile ekwakheni umkhiqizo oqinile. Lawo ma-archetypes ahloselwe ukukuqondisa futhi angakukhawuleli; ungaba ne-archetype efanayo namanye amabhrendi futhi ube nobuntu bomkhiqizo obuhlukile ngesikhathi esifanayo.
