8 April 2016 1526 Views 0 Comments

To build a strong community, you need to create a network in which everyone has a part to play. Strong and authentic communities build the foundations of their culture allowing all their members to play their role. Both at the team members and the brand, we can look from different perspectives.

What role do you play?

In life, we play so many roles that it’s probably hard to count them. They are different depending on age, experience, position in the group and our level of commitment. Building a brand community, we must remember that the network is integrated not only by age, gender, interests, but also the values and similar problems. Roles can very easily change and evolve. It is good to be aware what roles we take, and why. After all, as Carl Gustav Jung says: Any progression, any achievement is accompanied by the development of human self-awareness.
The wider range of roles in the community we create, the better. Our network will be strengthened and expanded mainly through 18 roles that have the greatest impact on the functioning of our group. Here they are:
Ambassador. Promotes community outside.
Hero. A role model within the community.
Celebrity. A symbol or icon of the value represented by the community.
Decision maker. Makes decisions that affect the structure and functioning of the community.
Raconteur. Provides information about the history of community.
Star. Draws the spotlight.
Fan. Participates passively as an observer of others.
Doorman. Welcomes new members of the community.
Guardian. Serves as a host and takes care of  other members.
Partner. Encourages, participates, motivates.
Helper. Secures others when they try their hand at new tasks.
Recruiter. Recruits new members.

Choose one archetype

According to Margaret Mark and Carol S. Pearson, we single out 12 archetypes. An archetype (from Gr. Arche – the beginning, typos – type) – the primordial exemplar (prototype) of a figure:
Sage can also be called a Philosopher, Mentor or Teacher. Intelligence and knowledge, e.g. the L’Oreal brand.
Caregiver is an altruist who chose to help others as his life’s mission. Caring and giving, e.g. the Gerber brand.
Explorer is an individualist, who longs for a better world. Curiosity and courage, e.g. the Starbucks brand.
Jester, or Clown, is the life of the party. A sense of humor and joy, e.g. the M & M’s brand.
Lover appreciates beauty, and sensuality is his middle name. It offers a lot of pleasure, e.g. the Alfa Romeo brand.
Ruler is the way to handle chaos through control. The ability to be a leader. Authority and class, e.g. the Mercedes brand.
Creator has artistic soul, but often it is also an entrepreneur or innovator. Creativity and imagination, e.g. the LEGO brand.
Hero triumphs in the fight against evil and adversity, which inspires others to act, full of determination and discipline. Brave and confident, e.g. the NIKE brand.
Outlaw believes that rules are made to be broken. Rebellious and uncompromising. This archetype is used by the cult brand, Harley-Davidson, which I have already written about.
Magician allows you to experience magical moments, often, it is also a support in making the transition. Full of ideas and surprising, e.g. the Disney brand.
Innocent, in other words, the Romantic and Dreamer. Wants to experience paradise. Helps to keep the faith and hope. Security and predictability values more than change and innovation, e.g. the McDonald’s brand.
Regular Guy/Girl wants to be her/himself. Does not expect much, wants to be surrounded by several well-wishers. Believes that all men are equal, hence stepping of line is not his style, e.g. economic brands, private label.
Carl Gustav Jung wrote: The archetype is a symbolic formula which always begins to function when there are no conscious ideas present, or when conscious ideas are inhibited for internal or external reasons. These subjective tendencies and views are generally regarded by the individual as being determined by the object — incorrectly, since they have their source in the unconscious structure of the psyche and are merely released by the effect of the object. They are stronger than the object’s influence, their psychic value is higher, so that they superimpose themselves on all impressions.
Using profiles as a point of reference, it is much easier to describe the brand’s values we want it to communicate. For the message to be simple and clear, we have to focus on one archetype. The consistency with the persona is the key. Is the archetype you have chosen, along with the values it represents, in harmony with what the target group of the brand you’re building is looking for?

Define the target group

To complete the picture we lack the recipient. For this purpose, we create a persona, in other words the exact description of the representative of our target group. This helps us in the development of appropriate and effective communication, building relationships, accurate responding to the needs of the group, and as a result, increasing sales. We go back to the article on the brief, the more detailed description – the better. The target group is like a response to the consumer need – if something is for anything, it’s for nothing. So if something is for everyone, it is for no one. Describe: demographics, occupation, income, interests, needs, values which they are guided by, challenges, why, when and how they buy your brand.
As an example I like to give the Kinder Bueno brand. When they entered the market, their target group were children, but the company quickly realized that Bueno is consumed mostly by women. Very quickly it changed communication, adapting it to its actual group.
Which roles do you perform most frequently in? What archetype does your brand represent? Do you know exactly who buys a brand that you build, and why?

Małgorzata Lisowska

My name is Malgorzata Lisowska. I'm working as an Innovation Architect. I build innovation and brands, making the maximum use of the potential of the right and left hemispheres.

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