When I founded Brandforming, I began to work with archetypes and their application to brands. The idea of brand as archetype was not something new but I sought to bring something new to it. Combining the use of archetypes with primary and secondary market research, coupled with a client workshop, has proven powerful in the creation of meaningful brand ideas.

I brought this discipline to my work at Skidmore College. Each semester, I invite a client into my classroom. The students are challenged to assess the client brand and generate new brand ideas. Last year we took the challenge from a company working in the social media space. To better understand the dynamics at work within the social media landscape, I asked the students to select the top social media brands relevant to the client business.

Here are the social media brands that made the cut, in no particular order: Facebook, Twitter, Pinterest, Spotify, YouTube, SnapChat, Instagram, TikTok, Linkedin.

I led them through a workshop to identify the archetypes that most closely expressed the essence of each social media brand. The utility of the exercise would do two things; allow us to better position the client social media offering and suggest content strategies grounded in an understanding of the archetypes. Some of the results are self-evident, others may be a bit surprising. There were 19 of us participating in the workshop. You can judge the outcome for yourself. (See the graphic for the results.)

In our assessment, it was clear that many brands were repurposing the same content across their social media. With little regard for the deeper meaning inherent in each social media brand, the content often felt completely out of place and intrusive. In fact, some of it was downright annoying. The unconscious meaning of each social media brand, its archetype, offers opportunity to support (or contradict) client brands.

Understanding the archetype of each social media platform gives client brands an edge.

It does not mean you should abandon your brand’s archetype. What it does afford, is the ability to be more selective about which social platforms may be best suited to your brand. Additionally, brands can leverage the archetype of their chosen social media by leaning into those aspects of their own brand most relevant in that context.

Social media is a powerful tool for brands. There is no better or best platform. There is, however, a great deal of room for improvement in how brands are utilizing these media.

Going deeper into the emotional characteristics of each social platform holds great promise to improve results.