"Branding with Archetypes - The 'Just me' story"
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Today I found myself making a stop at Ace Hardware to pick up a birthday present for my husband (and coaching partner), Richard. No, I can't tell you what I bought for him (he reads my newsletter so that would spoil the surprise), but what I CAN tell you is what a perfect example Ace is for branding with archetypes.
Ace hardware is the "Just me" archetype, which means they appeal to the common man/woman in all of us. The Just Me archetype is motivated towards fairness and equality. Other great Just Me brands include Just My Size clothing, the concept of democracy, diversity, the American farmer, Budweiser beer, the T.V. show Roseanne (remember that one?), along with the T.V. show Cheers and Saturn cars.
Just Me's are unassuming and call forward a feeling of hominess and comfort. Just Me's have a talent for making others feel welcomed, at home and at ease.
Which brings me to Ace Hardware. Even though this is a national chain, when you walk into an Ace store you are immediately greeted by someone who is there to help guide you towards your purchase. If he (or she) is busy there is always someone else at the head of the aisles, just waiting to assist you.
But it's not just anyone Ace hires. I swear that the average age of their employees must be at least 50 (and on up). Clearly, they have a "just say no" policy to anything hip, trendy or fashionable. Gray hair and glasses are obviously celebrated.
What I love about Ace's staff is that approaching them feels like you're being welcomed by your favorite grandparent. Suddenly, any overwhelm at sorting out sprinkler heads from hose clamps seems do-able with the support of Grandpa Ace.
Contrast that to one of the other (yellow) big box stores. It's tough to find any assistance, it's loud, chaotic and everyone is rushing around acting like they have somewhere else to be that is clearly more important than helping YOU—the customer!
Now, what Just Me's need to watch out for is not recognizing their power. In fact, in my Branding with Archetypes™ system I place Just Me's in the same quadrant with the Hero and the Ruler—the quadrant motivated by Power.
Why Power? Because Just Me's appeal to the everyday person in each of us, they possess the opportunity to wield enormous power. If you ever saw the movie classic with Jimmy Stewart, "Mr. Smith Goes to Washington" you know exactly what I mean!
When a brand understands its archetype, and adheres to it as thoroughly as Ace does it creates harmony and clarity, both for them in their marketing and for US as their customers. We know what to expect, and, as long as they remain TRUE to their archetype we won't be disappointed.
And THAT creates brand loyalty, which is, after all, the point!
