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It’s no secret the cannabis industry has been growing in recent years. As the market develops rapidly, competition has intensified. Building a distinct and memorable cannabis brand in a crowded market, therefore, becomes more challenging. I’ve seen this firsthand in my role as VP of Business Development and Strategic Partnerships at a global cannabis marketing agency.
In my experience, I’ve found that differentiating your brand from competitors and finding a unique value proposition that resonates with the target audience is crucial. The process that goes into professional branding can be overwhelming to non-marketing experts.
Lucky for you, there are tricks that some of the best cannabis marketers use to craft eye-catching brands that stand out from the competition; one of those being brand archetypes.
What is a brand archetype?
A brand archetype is a representation of your brand as a persona or an easily recognizable personality type. Think of it like the Meyers-Briggs personality types — but for brands.
The concept of the “archetype” has its roots in psychology and storytelling. Psychologist Carl Jung identified common patterns in human behavior and categorized them into archetypes: four main archetypes and 12 archetypical figures.
Jung believed that these archetypes are part of the collective unconscious, shared by individuals across cultures and generations. They represent universal themes and motivations that evoke powerful emotions and associations.
In other words, an archetype is a larger theme or story that consumers can easily wrap their heads around, even centuries from now.
Marketers have adapted this concept to create 12 brand archetypes (based on the archetypical figures) that tap into these shared cultural meanings to connect with consumers.
Brands based on archetypes are “felt” because they somehow manage to get into our minds and hearts… and stay there.
Archetypal brands appeal to the subconscious because they are rooted in core human values, behaviors and emotions. In doing this, archetypes act as a bridge connecting the conscious, rational mind and the subconscious, emotional mind of your target audience, resulting in a deep and lasting relationship.
Using brand archetypes during your brand development and strategy phase can:
Help engineer a predictable reaction with your target audiences
Prevent brand inconsistencies by providing a customizable template to follow
Enhance brand trust by appealing to the core driver of your audience
Streamline the brand strategy process by creating a helpful starting point
Building an association between your brand and a universally recognizable archetype will greatly support your brand in its messaging and marketing strategy in the long run, so you can communicate with your audience exactly how they want to be communicated with so that they convert as easily as possible.
Long story short, a brand archetype ensures you can tell a story that resonates with any consumer.
3 Best Brand Archetypes for Cannabis Brands
When considering archetypes for a cannabis brand, it’s important to align with those that reflect the desired brand image and resonate with the target audience. The 12 brand archetypes are: innocent, everyman, hero, outlaw, explorer, creator, rule, magician, lover, caregiver, jester and sage.
While the best archetypes may vary based on specific brand goals and audience demographics, here are three archetypes that often work well for cannabis brands:
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1. The Sage
The Sage archetype embodies wisdom, knowledge and enlightenment; they crave understanding. For them, the pursuit of knowledge is the priority.
Education-focused companies, like Google and the National Cannabis Industry Association (NCIA), typically exhibit this archetype. For a cannabis brand, this archetype can emphasize education, expertise and responsible use.
A Sage cannabis brand might be positioned as a trusted authority in the industry, providing accurate information about cannabis benefits, usage and effects. These brands appeal to consumers seeking reliable guidance and a deeper understanding of cannabis.
2. The Explorer
The Explorer archetype represents adventure, curiosity and pushing boundaries. They crave freedom in a way that is daring and exciting.
Most of the time, we see this with outdoor and adventure brands, such as Jeep or WYLD. For a cannabis brand, this archetype aligns well with the exploration and discovery of the plant’s potential. It can focus on promoting unique strains, innovative consumption methods and new experiences.
The Explorer archetype appeals to consumers who are open-minded, adventurous and interested in trying new cannabis products and experiences.
3. The Caregiver
The Caregiver archetype is associated with compassion, empathy and nurturing. They pursue the service of others, which is why you’ll often see nonprofit and sustainability brands depict this archetype often. Examples include brands like UNICEF or Wana.
In the context of a cannabis brand, this archetype emphasizes the wellness aspects of cannabis. It can highlight the therapeutic benefits, promoting products for relaxation, stress relief, pain management or improving overall well-being.
The Caregiver archetype appeals to consumers seeking natural alternatives for health and self-care, creating a sense of trust and care in the brand.
A Word of Warning When Using Brand Archetypes
These archetypes are only a starting point for creating a brand identity that resonates with your target audience. It is essential to conduct market research, understand the specific preferences and values of your target demographic and emphasize the qualities of your brand that are unique.
Archetypes, while an incredibly helpful tool, can make for a stale, cookie-cutter industry if you follow them to a T. Instead, try to identify the core driver that brings you and your customers together.
Take a look at how you can express that core driver through an archetype at each of your brand’s touchpoints, such as communications, brand identity, social media, digital channels and more.
Lastly, embrace the idea that your brand might fall in between two or three different archetypes. If that sounds like you, be sure to blend them together and create something unique that only your brand can flaunt. That’s how you stand out in a saturated market.
Cannabis marketing agencies and professional marketers can guide you in this process, but be open-minded because you may need to evolve to keep up to date with the ever-changing industry.
