Enacting Human-ness: Strengthening your Brand Purpose as ‘consumers’ turn into ‘participants’
In our last post, we saw examples from around the world of what people do to navigate feelings of dis-connection and vulnerability by ‘enacting human-ness’
http://blogs.inception.net.in/marketing-lessons-from-the-covid-19-lockdown-phase
We also touched upon why brands should care about mindshare-in-flux, and about shifting terms of engagement with “audiences”
In this post, we explore how brands can stay relevant and authentic through these times by reorienting how “audiences” are viewed: by making a paradigm shift from selling to passive ‘consumers’ to engaging with active ‘participants’
The paradigm shift would help brands build connect through the crisis and beyond because:
- People stick with brands with shared values that create a sense of a collective during dis-connected times
- Being sold to, or ‘consuming’ feels passive – people are all about wanting to take action and participate, in any way possible, to feel a renewed sense of control in uncertain times
How can brands resonate with ‘participants’ [and not consumers]?
By taking on a Purpose orientation, i.e. articulating your raison d’etre, since participants are drawn to what values a brand stands for and what it commits to beyond making a profit
As a brand custodian, ask yourself these questions…
- Why does your brand exist?
- What problems do you solve in your Participant’s life?
- What deeply human needs do you fulfill with the product/service you offer [beyond the functional need]?
- And what values do you stand for that you want your Participant to resonate with?
This is your Purpose…
Brand messaging crafted with a purpose orientation has long shown strongly positive impact on long-term brand connect, sustained brand love through ups and downs, and an endless source of inspiration for fresh campaigns and creative ideas
To help brands strengthen/redefine your Purpose and connect with your Participants through these uncertain times, we bring back a fascinating framework: The Brand Archetype Framework
Image: mapandfire.com
Archetypes are figures in storytelling and mythology that personify distinct, deeply human desires, aspirations and anxieties. Narratives that rely on archetypes help people relate to and play out the deeply human dilemmas and values they see reflected in each archetype. And a brand’s archetype is its human face – a persona that is designed to strongly draw ‘participants’ seeking to fulfill that pertinent human desire/need
For marketers and brand custodians, going back to the brand archetype framework lets us go back to the core of what makes the brand so potently human. Archetypes help craft new stories that draw ‘participants’ to choosing the brand as a means to enacting human-ness and fulfilling deeply held human desires
Archetypes are also powerful tools for marketers as a source of storytelling possibilities at multiple levels – each layer of an archetype speaks to a different shade of the human desire/need that it connects with. So the deeper you travel into the core of an archetype, the more shades of vocabulary, emotions and tonality you find that appeal to deeper levels of the human psyche
For instance, the Lover archetype can be all about sensuality, pleasure and seductive messaging – but at the deepest level, it is about emotional intimacy, a sense of deep safety experienced in the primal state of being in a partnership. That opens up new ways of communicating what your brand stands for as a Lover, doesn’t it? Think: moving from a gorgeous celebrity clothed in a sequined ball gown, tempting the audience with a rich, indulgent chocolate biscuit or consuming the temptation – to an exploration of how sharing biscuits with a loved one can help transform the moment into an oasis of connection and intimacy, or participating in a new moment which is enabled by the brand…
We agree – the latter is much more likely to help your brand stand out through these times!
We believe unlocking the deeper layers of your brand’s archetype would open it up to deeper, more purposeful connections with ‘participants’ – by reinforcing positive human traits that counter deep, recently unsettled fears around human vulnerability
Next up:
Our take on how brands across industries are delving into their archetypes to connect with ‘participants’
Author
Pavithra Srinivasan
Research and Insights Marketing Manager
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