Last Updated on September 29, 2023 by Jan Barley
The Dove brand is “the Innocent” Jungian archetype that represents helping others to feel good about themselves and find fun and happiness in simple things. Their marketing message shows women of all shapes, sizes, colours and nationalities, and women worldwide have embraced the brand.
Great, it’s a super message.
Imagine if we discovered that Dove didn’t treat its female staff well. How would we feel?
That’s not the case, as far as I know.
You may feel affronted, upset and disappointed because of the dissonance between the brand messaging and the brand’s actions. Eventually, the brand would lose market share and have to rebrand to regain the lost trust.
Every day, I see this dissonance in brand messaging and identity.
Aligning with an archetype means you live and breathe its qualities.
For example: –
- Don’t be a Hero brand if your buyers cannot feel the power of standing out and being “more than.” (NIKE)
- Don’t be a Rebel brand if your brand messaging is conservative and you’re afraid to challenge the opinions of others (HARLEY DAVIDSON)
- Don’t be a magician brand and fail to delight and surprise your consumers (DISNEY)
On the surface level, brand messaging must correlate with your actions and identity.
In addition, the brand values must carry across to the workplace and how a company treats its employees
- You can’t be a rebel brand if you micromanage your staff.
- You cannot call yourself a creator brand if you force your employees back to the office even though they’ve “created” exceptional work from home (APPLE: FACT)
- Don’t try and be a caregiver brand if you don’t give a jot about how your customer feels.
I may be labouring the point. However, consider your internal and external brand positioning, messaging, strategy, expression and identity and reflect on whether everything is aligned internally and externally. If not, your customers will see through the smoke and mirrors.
I am an SEO Coach and writer helping heart-led small business owners learn how to rank on Google.