Brands and trademarks ask themselves this same question in order to win your trust and sell you more goods and services. Marketers and psychologists come to their rescue. They have studied consumer behaviour based on instinctive, unconscious patterns called psychotypes and archetypes.
That is, brands are interested not only in the solvency of a potential customer, but also in how their behaviour depends on their psychological personality type.
Twelve archetypes and the values behind them
Everyone bases their actions on their core life values. Of course, it is rare for a consumer to have only a single behavioural model, but as a rule, 2 or 3 models always stand out as dominant.
Below are all the psychological archetypes, clearly demonstrating what unconscious “message” we send to brands and why we buy their products.
How brands hit the buyer’s archetype
Whether we like it or not, brand image is firmly embedded in the minds of consumers.
We can use this information not only when buying gifts and creating our own unique brand, but also to understand internal differences and the logic behind actions in order to effectively build contacts with people of different types.
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