This week we learned about brand archetypes, which is a way of presenting a brand through the use of symbols, behaviours, and messaging as a persona making the brand easily recognizable to the consumer. The brand archetype helps personify the company to the viewer, making it relatable and appealing to the consumer’s emotions. Establishing your brand archetype can be done through a cohesive narration of facts and feelings that share the brand’s story, goals, values, and vision.
I feel that many TikTok brands are appealing for this reason. The brand owner becomes relatable and trustworthy, so the product then does well. This can be seen with brands like Evry Jewels and Kov Essentials, two TikTok brands that are very popular, and have the brand owner as the face of the social media. With Kov Essentials, the hair clips went viral for being made of an unbreakable plastic. Then as the brand grew, the brand owner, Chelsea, shared each change she made with the audience, explaining how she designed different size hair clips for different hair textures and ensuring quality through the process. The audience got to watch the brand grow and understand its goals and morals along the way. Evry Jewels is a fashion jewelry brand that is very popular across TikTok. The company’s owner, Brittany Sigal, has shared her entire journey on the platform, allowing viewers to watch her brand grow from at home to a warehouse, to opening multiple locations across Canada and the U.S. She also shared how making jewelry has always been a family business that her grandparents were apart of too, allowing the audience to understand her values and mission as a brand owner. These two brands have created strong brand archetypes through their use of TikTok, and are very connected with their audiences, personifying their brands and making them feel trustworthy.