Make no mistake, when it comes to buying products, it all comes down to emotion or how a particular product makes the buyer feel. That feeling is based on the way a company brands its products and like the practice of branding livestock, once an image is burned into the subconscious of a potential customer, it is often indelible, which makes any initial branding strategy crucial.
Whether you like it or not, products have the own image or personality – a brand. For creative strategists and designers, the goal in design and messaging is to successfully brand a product within a very crowded marketplace so that it not only stands out and connects with consumers, it communicates a wide variety of attributes.
Following an archetypal model provides an overall outline of how a product might fit into a sector. For example, FedEx and Nike have built their brands around “The Hero” archetypal model. The benefit of such a connection means that both companies don’t have to “tell” the customers that they are courageous problem solvers. This is implied based via marketing and advertising following “The Hero” model.