People often use archetypes when they’re talking about brand personality or pinning down a tone of voice. They can be very helpful indeed – but, like everything, they have a dark side. Every heroic brand archetype is balanced by its villainous opposite.
Those dark archetypes are just as useful when you’re thinking about your brand. They can help you understand how it might be going wrong and help you tell a clear, simple, relatable story about fixing it.
So, let’s take a close look at a dark archetype. I’m going to focus on one that appears in pretty much every story ever told – the Shadow.
Enter… the Shadow!
The Shadow is the hero’s lead opponent – the absolute opposite of everything they stand for. And the conflict between them and the hero drives the story they both appear in.
Darth Vader – Luke Skywalker’s opposite in every way – is a classic Shadow. ‘Dr Jekyll and Mr Hyde’ is all about the good doctor’s Shadow taking over. Disney does great Shadows – look at Cruella DeVille or Snow White’s Wicked Stepmother. The Terminator is another example – an inhuman machine trying to destroy humanity. They can be very obvious in comedy – look at ‘Bridesmaids’, whose hero Annie is almost broken by her own absolute opposite, Helen.
If a brand’s making its customers feel it’s doing the direct opposite of what they want or need, then it’s a Shadow brand. Big Silicon Valley entities like Google and Facebook are great examples of Shadow brands. They want people to love how they’re creating a great new era of openness and community. But they’re very often seen as profoundly controlling and deeply divisive.
‘We’ve gone a bit Darth Vader on this one’
If you think your brand’s acting like a Shadow – that is, standing against rather than for what your customers want or need – it can be quite depressing. But the thing about Shadows is that their stories are about reconciliation and forgiveness as much as opposition and fracture.
Luke’s faith in his father finally pays off. The Terminator ends up protecting John Connor and saving humanity. Helen and Annie celebrate their friend’s wedding together, then Helen helps Annie find true love. And so on, in so many stories.
That gives you a really strong story to tell as you help your brand step out of the shadows. It’s a story about what your customers genuinely value, why and how your brand needs to change to deliver it, and how productive and profitable that change will be.
Beyond the Shadow
And that’s only one archetype. Perhaps some current or potential customers see you as a slippery Trickster, an obstructive Gatekeeper, a confusing Shapeshifter, or something else entirely.
Once you’ve understood the problem, and once you’ve settled on the dark archetype that best represents it, you’ve got a great way of telling the story of how you can fix it and why that’ll bring existing customers back onside and help you attract new ones.