The Archetype Revolution
Redefining Customer Understanding for Today's Consumer
A customer archetype is your best-kept secret. It goes beyond standard personalisation to reveal how your customers see themselves and who they want to be.
Keep reading to learn more about customer archetypes, how to develop them, and how they can transform your experience efforts.
Here’s some more unthinkable.
How Archetypes Will Shape the Future of Our Work
Haven’t you wondered what the next big idea shaping our work over the next 30 years will be?
Hyper-personalization? Brain-computer interfaces? Personal AI assistants? Perhaps digital twins and data?
Fascinating as these are, I believe there's something much more fundamental that’s already driving our future:
It’s Our Need for Human Identity
Identity is how we understand ourselves. It’s about our place in the world. And it’s our fundamental human need - to be recognised, seen as a unique individual, and feel a sense of belonging with others.
This craving of identity is crucial when trying to understand customer motivations and designing experiences and brands.
Consumers are constantly on differing 'missions' to fulfil their identity needs, often driven by emotions and subconscious desires. And their need for this has never been stronger.
That's where archetypes come in.
An Evolution of Customer Understanding: Personas to Archetypes
We're witnessing a significant shift from traditional personas to a more dynamic approach: customer archetypes.
This transition isn't just a trend; it's a fundamental reimagining of how we can and should understand and engage with our customers. As I delve into this new paradigm, I'll explore how archetypes offer a deeper, more nuanced understanding of consumer behaviour and how they can be leveraged to create more meaningful and impactful brand experiences.
The Limitations of Traditional Personas
For years, we’ve relied on personas - fictional representations of customer segments based on demographic data and general behavioural patterns. While personas have their merits, particularly in marketing communications and market sizing, they often fall short of capturing the complexity of real human behaviour.
The problem lies in their static nature. Personas tend to pigeonhole customers into fixed categories, failing to account for the fluidity of human motivations and behaviours. This oversimplification can lead to misaligned strategies and missed opportunities for meaningful engagement.
Segmentation: The Traditional Approach
Traditionally, we organise customers into segments based on demographics and characteristics.
It’s convenient but flawed.
It doesn’t recognise the complexities of human behaviour. Consumers are more than their age, income, or postcode. Archetypes are more fluid - important because customers switch between different buying roles, even on the same day, depending on needs and context.
And let’s be real here:
Customers ignore the boxes we put them in. They decide what ‘segment’ they are in, not us. And they move between them, regardless of our ‘persona’ for them.
Lidl (the supermarket) figured that out for Europe. They thought their segment was low-to-middle-income families willing to drive to a faraway retailer to grab a lower price rather than going to their local supermarket.
But Mercedes and BMW drivers started showing up in Lidl car parks. They shouldn’t have been there, damn it, because they weren’t in the segment!
They didn’t represent their persona but they were actioning one of their archetypes, for their new context (price inflation), at that moment.
Customers decide what you are, or aren’t. They create categories, put your brand in one, and consider you accordingly when the need hits them. They will move between archetypes according to their mission, they will be erratic, they will flip daily, may even flipping in one journey. And sometimes it feels nuts.
But you can’t change that. You can only be there, at that moment, offering a brand perception, values and value, and your archetype*, a distinctiveness, that matters in their moment.
Your segmentation is only as good as your customer’s interpretation of it.
Segments aren’t Homogeneous.
I wish it were as simple as recognising ‘these are our customers’ and all others ‘are not.’
But there are shades and shifts in your customer’s motivations.
Segments ‘leak’ between your product and your competition, your category, and their segment, because they’re fluid in what they want and feel.
The rule with behaviours is there are no rules.
As I often tell anyone in CX who would kindly listen to me:
everybody is a deviation from the mean; there are no average people.
And yet! We’re constantly defaulting to talking about Millennials versus Boomers versus Gen Z’ers et al, and when we do, almost automatically importing elements of the traditional narrative - the most exaggerated parts, the parts that are always true, but only about a very small number of people - and often don’t apply at all.
This is the reason why, to represent real understanding, segments have to be created with archetypes in mind, based on human behaviours.
Enter Customer Archetypes
Archetypes, rooted in Jungian psychology, offer a more nuanced approach. They represent universal patterns of behaviour that transcend demographic boundaries.
They focus on core motivations, values, and aspirations. This shift allows us to understand not just who our customers are, but who they aspire to be in different contexts.
Jung identified 12 primary archetypes that are universal, cross-cultural patterns in the human psyche. These are:
1. The Innocent
2. The Everyman
3. The Hero
4. The Caregiver
5. The Explorer
6. The Rebel
7. The Lover
8. The Creator
9. The Jester
10. The Sage
11. The Magician
12. The Ruler
Each archetype represents a fundamental human desire or motivation. For instance, the Hero archetype is driven by a desire to prove one's worth through courageous acts, while the Caregiver is motivated by the desire to protect and care for others.
By understanding these archetypes, we can tap into deeper, more universal human motivations, and create messaging and experiences that resonate on a deeper, profound level.
The Power of Archetypes in Understanding 'Situationships'
One of the most compelling aspects of archetypes is their ability to capture the concept of 'situationships'.
Consumers operate in different modes depending on their current context or mission.
Consider this scenario:
A professional woman might embody the "Achiever" archetype during her workday, seeking efficiency and success. However, when planning a family vacation, she shifts to the "Caregiver" archetype, prioritizing comfort and bonding experiences. Later, while pursuing a personal hobby, she might channel the "Explorer" archetype, craving novelty and self-discovery.
These shifts aren't superficial changes in behaviour; they represent fundamental alterations in her motivations, decision-making processes, and value perceptions. They represent fundamental drivers in the brands she will decide to connect to depending on her situation. Traditional personas struggle to capture this fluidity, leading to one-dimensional strategies that miss the mark.
By recognizing these archetypal shifts, brands can create more flexible and responsive strategies that adapt to the customer's current mode or 'situationship'. This approach allows for more personalized and relevant experiences across various touchpoints.
Archetypes and 'Jobs to Be Done': A Powerful Combination
When we pair the concept of archetypes with the 'Jobs to Be Done' (JTBD) framework, we unlock a more powerful tool for customer experience design. JTBD focuses on the fundamental goals customers are trying to achieve, while archetypes provide insight into the emotional and psychological drivers behind these same goals.
For instance, the job to be done might be to "prepare a quick, healthy meal for the family."
Simple enough, yet how this job is approached will vary dramatically based on the active archetype:
1. The Caregiver archetype might prioritize nutritional value and family preferences.
2. The Sage archetype might focus on learning new cooking techniques or exploring diverse cuisines.
3. The Rebel archetype might seek unconventional ingredient combinations or cooking methods.
By understanding both the job to be done and the active archetype, your CX and branding teams can design experiences that not only meet functional needs but also resonate on a deeper, emotional level.
Designing Experiences with Archetypes and JTBD
The combination of archetypes and JTBD gives you a more robust framework for experience design:
1. Context Mapping: Identify the various contexts or situations in which customers interact with your brand. For each context, determine the likely active archetypes and the jobs to be done.
2. Experience Touchpoints: Design touchpoints that cater to both the functional requirements (JTBD) and the emotional needs (archetypes) of customers in each context.
3. Communication Strategy: Tailor your messaging to speak to the values and aspirations of different archetypes while addressing the specific jobs they're trying to accomplish.
4. Product Development: Use archetype insights to inform product features and design, ensuring they align with both functional needs and emotional desires.
5. Service Design: Train customer-facing staff to recognize and respond to different archetypes, adapting their approach to provide more resonant experiences.
6. Personalisation at Scale: Leverage data analytics to identify patterns in archetype shifts, allowing for more nuanced and timely personalization of experiences.
A Real-World Application of Archetypes
To illustrate the power of archetypes in action, let's look at a real-world example of a friend of mine (who I will call Mr X):
Mr. X, when he can, consistently chooses Virgin Airlines for his travel needs. At first glance, you’d think he's loyal to the brand itself. However, a deeper look reveals that Mr. X is driven by innovation - an embodiment of the "Explorer" archetype.
Mr. X is captivated by Virgin's pioneering spirit. (He never stops talking about it with me!). He's excited by their use of 100% Sustainable Aviation Fuel flights, the availability of Netflix at 39,000 feet, and crews utilizing AR in-cabin. For him, Virgin represents the cutting edge of air travel innovation, particularly in areas like climate change mitigation and onboard technologies.
In this scenario, Mr. X's consumer archetype aligns perfectly with Virgin's brand archetype as "The Rebel" or "The Innovator." This synergy explains why he continues to choose Virgin, not because of Richard Branson, Virgin’s loyalty points, or their amped-up ads, but because the brand consistently fulfills his archetypal need for innovation and exploration.
Here’s the kicker.
Importantly, my friends ‘loyalty’ to Virgin is conditional. If another airline were to surpass Virgin in innovation, he would switch without hesitation. This underscores the importance of understanding and consistently delivering on the archetypal needs of your target customers.
He doesn’t care about brand names. (Anyway, he sees most ‘brands’ as pretty much the same).
The problem with personas is we’ve become too used to defining segments by what customers are, rather than by what they want/need to be. Traditionally, personas ‘personify’ your target audience - a fictional character that represents a target segment. They typically depict demographics like age, gender, family, location, income, education, hobbies, life-state, etc…
It usually falls short in terms of actionable insights. Knowing Mr X’s age and family size isn’t remotely relevant to his motivations.
Think of this another way: In the past, your brand owned your customer. Today, your customer owns your brand.
They borrow your brand when they need to, and that need may be fleeting because of consumer ‘situationships’. (Situationships are momentary mindsets based on the consumer’s current mood, needs, priorities and circumstances. They are trying to improve their ‘performance’ in a specific way).
Mr. X could be a Boomer or a Millenial. He could be a She. Either could be well-off, or not well-off. (Actually, my friend is a not-very-well-off Boomer).
A persona is more of a design tool, useful for segmentation that drives marketing messaging and the like.
Brand Archetypes: The Other Side of the Coin
While understanding consumer archetypes is crucial, it's equally important for brands to identify and embody their archetypes.
A brand archetype represents the core values, personality, and driving force behind a brand. When a brand's archetype aligns with the archetypes of its target consumers, it creates a powerful resonance that can drive deep loyalty and engagement.
There are typically 12 brand archetypes, mirroring the consumer archetypes:
1. The Innocent: Optimistic and happy (e.g., Coca-Cola)
2. The Everyman: Down-to-earth and relatable (e.g., IKEA)
3. The Hero: Courageous and bold (e.g., Nike)
4. The Caregiver: Compassionate and generous (e.g., Johnson & Johnson)
5. The Explorer: Independent and authentic (e.g., Jeep)
6. The Rebel: Revolutionary and disruptive (e.g., Harley-Davidson)
7. The Lover: Passionate and intimate (e.g., Victoria's Secret)
8. The Creator: Innovative and artistic (e.g., LEGO)
9. The Jester: Playful and light-hearted (e.g., Old Spice)
10. The Sage: Intelligent and analytical (e.g., Google)
11. The Magician: Visionary and transformative (e.g., Disney)
12. The Ruler: Powerful and authoritative (e.g., Mercedes-Benz)
Developing a brand archetype isn’t simple.
It needs deep introspection and strategic thinking. It's not just about choosing an archetype that sounds appealing; it's about identifying the essence of your brand and aligning it with the archetypal narrative that best represents your values, mission, and vision.
The Power of Archetype Alignment
When a brand's archetype aligns with the archetypes of its target consumers, magic can happen.
This alignment creates a sense of authenticity and resonance that goes beyond surface-level marketing. Consumers feel understood and valued, leading to stronger emotional connections and brand loyalty.
For example, Nike's "Hero" archetype aligns perfectly with consumers who see themselves as striving to overcome challenges and achieve greatness. This alignment is evident in Nike's iconic "Just Do It" campaign, which speaks directly to the hero's journey of perseverance and triumph.
Similarly, Apple's "Creator" archetype resonates with consumers who value innovation, self-expression, and thinking differently. This alignment has helped Apple build a loyal following of creatives and innovators who see the brand as an extension of their own identities.
Navigating Archetypal Shifts
One of the challenges in working with archetypes is navigating the shifts that occur as consumers move between different contexts or life stages. You’re going to need to be flexible enough to accommodate these shifts while maintaining your core identity.
For instance, a consumer might embody the "Explorer" archetype when planning a vacation, seeking out new experiences and adventures. The same consumer might shift to the "Caregiver" archetype when shopping for their family, prioritizing safety and nurturing. Brands that can speak to multiple archetypes without losing their core identity have a significant advantage in capturing and retaining customers across various life stages and situations.
This is where the concept of brand elasticity comes in.
While you should have a primary archetype that forms your core identity, you can incorporate elements of secondary archetypes to broaden your appeal and relevance across different contexts.
Challenges and Considerations in Implementing Archetypes
While the archetype approach offers significant advantages, it's not without challenges.
1. Complexity: Understanding and implementing archetypes requires a deeper dive into consumer psychology, which can be resource-intensive. It demands a more nuanced approach to market research and data analysis.
2. Measurement: Traditional metrics may need to be reimagined to capture the effectiveness of archetype-based strategies. How do you measure the strength of archetypal alignment or the impact of archetypal shifts?
3. Cross-functional Alignment: Successful implementation requires buy-in and understanding across various departments, from marketing to product development. This can be challenging in organizations with siloed structures.
4. Dynamic Nature: Archetypes and their associated behaviours can evolve, necessitating ongoing research and adaptation. Brands need to stay attuned to cultural shifts that may influence archetypal expressions.
5. Avoiding Stereotypes: While archetypes are powerful tools, there's a risk of oversimplification if not used thoughtfully. It's crucial to remember that individuals are complex and may embody multiple archetypes simultaneously.
The Future of Archetypes in Customer Experience
I’m hoping the role of archetypes in shaping customer experience is going to grow. I believe in their power to drive better understanding and human connections.
And there are some potential developments to watch out for:
1. AI and Archetypes: Advanced AI algorithms could help identify and predict archetypal shifts in real-time, allowing for hyper-personalised experiences.
2. Cross-Cultural Archetypes: As brands become increasingly global, understanding how archetypes manifest across different cultures will become crucial.
3. Archetype-Driven Innovation: Product and service innovation could be guided by deeper archetypal insights, leading to offerings that resonate more profoundly with target consumers.
4. Ethical Considerations: As our understanding of archetypes deepens, there will likely be increased discussion about the ethical implications of using such deep psychological insights in marketing and CX.
Conclusion: Embrace the Archetypal Future
The shift from static personas to dynamic archetypes will drive a significant evolution in your understanding of customers. By embracing this approach, you’ll create more meaningful, resonant experiences that adapt to the ever-changing needs and motivations of your customers.
This transition isn't just about improving marketing effectiveness; it's about fundamentally reimagining how you connect with and serve your customers. As you refine your understanding of archetypes and their applications, you’ll start opening up new possibilities for innovation, engagement, and customer focus.
The journey - personas to archetypes - is more than a change in methodology.
It's a shift in mindset. It challenges you to see your customers not as fixed entities, but as dynamic individuals with evolving needs and aspirations. By rising to this challenge, you position yourself to create experiences that don't just satisfy but truly resonate and inspire, and attract more customers into your orbit.
In the end, the power of archetypes lies in their ability to tap into the fundamental human narratives that drive our behaviours, decisions, and emotions. By aligning brand archetypes with consumer archetypes, you can create a powerful synergy that goes beyond traditional marketing approaches. This alignment allows for a deeper, more authentic connection between brand and consumer, fostering loyalty, engagement, and mutual understanding.
The brands that will thrive into the future are those that better navigate the complex interplay between their own archetypal identity and the shifting archetypal needs of their consumers. It's a challenging journey, but one that promises richer, more meaningful relationships between brands and the consumers they serve.
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Like this thinking a lot, and answers a lot of the probs with personas. I especially resonate with the idea that people are striving for identity rather than anything else - that ‘everything else’s is an expression of their identity
Really like this view of archetypes, Michael.
Expanding on your point about navigating archetypical shifts – it’s not just about flexibility, but also about foresight. Brands that can anticipate the evolving needs and narratives of their consumer base are better positioned to maintain relevance over time. Take Netflix, for instance, initially aligning with the "Explorer" archetype by offering an expansive library of content for discovery. As viewing habits and content preferences evolved, Netflix shifted towards the "Creator" archetype by producing original content that appealed to viewers' desire for unique, diverse stories. This foresight into changing consumer narratives allowed Netflix to stay ahead in the streaming game.
Here's a food for thought: How can brands effectively track and adapt to these evolving consumer archetypes without losing their core identity? Thanks for an illuminating post.