Bringing The Citizen to Life
Brand archetypes allow brands to create personas that convey their personality and values in a way that creates deep emotional connections and builds brand loyalty. In this article, we’ll explore The Citizen and how you can start building this relatable brand archetype into your business, starting now.
“While everyone is trying to stand out, the Citizen helps people fit in.”
The Citizen is known to be
The Citizen is known to beAn everyday person striving to make a positive impact on the world.
The Citizen is driven by
An authentic and genuine desire to connect with people.
The Citizen enjoys
Relating to other people on a personal level and creating a space for everyone to feel like they’re part of something.
The Citizen should avoid
Focussing on your own intelligence, and focusing on being a trusted source of information instead.
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Becoming The Citizen
Unless we have actionable steps forward, these are just words on a page. So, let’s look at how we can start implementing the Citizen’s characteristics into the way our businesses operate so we can start reaping the benefits of deeper connections with our audience. Below are some key insights, that will kickstart your business into the world of a Citizen.
How can you start doing things differently?
Start by:
- Start selling your product in a way that shows you have empathy and understanding of your audience’s needs – your product should be positioned as the solution to those needs.
- Start prioritising giving customers assurance that they can depend on you to consistently deliver products or services of high quality.
- Start instilling a sense of belonging within your customers – show them how similar you are to them and how you could co-exist with them.
- Prioritise consistency in the way you communicate – this will slowly start to build trust in your audience, which means a lifelong connection.
- Become more deeply rooted in your community – push your proud local-ness as much as you can – this appeals to your audience’s emotional side.
How can you communicate differently?
- Characterise your business with a sense of authenticity and approachability.
- Always try to show that you understand what your audience is going through.
- Make sure that your communication feels transparent and genuine.
How can you change your content?
- Write blogs about issues your audience deals with on a daily basis.
- Create content that shows an understanding of your audience’s lives.
- Create content about your product as a solution to their problems.
- Create content that covers your point of view on a subject – make sure it’s communicated from the point of view of an everyday person or in a way that acknowledges them.
- Champion a cause, or support a grassroots initiative – something that fosters a sense of community for your audience.
- Outside of content, provide customer service and support that will cultivate a strong sense of trust with your customers. There are a million opportunities to build connections with customers outside of social media.
Winning against other Citizen brands
So, what do you do when there are a few Citizen brands within your industry? Below are a few ways of owning the archetype, so you become the king of Citizens –
- Focus on creating connections with customers. Instead of simply selling a great product or service – do things that will make you memorable. This could be within the customer service realm, or any other value add that will leave a positive impression.
- Add your voice to the conversation – Have a point of view on whatever the general public is talking about. Use posts, content and podcasts to show you hear them
- Champion a social responsibility that matters to your community. This will show them that you care about what they care about.
- Don’t hide mistakes – use them to show you’re human and are trying your best to improve at every opportunity
- Offer your audience opportunities to speak to you. Social media is a great way for your audience to feel heard. Encourage interactions and engagements as much as you can – and don’t forget to reply when they reach out.
Remember, The Citizen isn’t a throw-away, fast fashion or fleeting trends kinda brand. So don’t get caught up in following the latest ‘thing’, instead prioritise reliability, quality, and dependability. After all, that’s what your audience is looking for.
Learning from leading Citizen brands
IKEA exemplifies the ultimate Citizen brand archetype. The brand reflects responsibility, community, and sustainability at every angle, by prioritising affordability and accessibility for its customers, making stylish and functional home furnishings available to a wide audience. The brand speaks its audience’s language and understands their daily struggles, making them feel seen and understood. IKEA’s commitment to sustainable practices and collaborative efforts with local communities and global initiatives reinforce its role as a Citizen brand.
To immediately connect with their audience, IKEA uses yellow and blue in its branding as a nod to the Swedish national flag. Although the logo is bold, it feels accessible and functional, further establishing itself as the people’s brand. According to the designer responsible for the logo, the brand name is displayed in all caps to communicate serviceableness, trustworthiness, and endurance. The brand communicates with its audience using simple and relatable language, employing a touch of humour & everyday expressions to establish a deep connection. So, what can we learn from their approach –
- Ensure your aesthetic and tone feel like it is part of your audience’s world, nothing too bold or disruptive.
- Consider using language that will establish your business as local and authentic
- Use common ground to connect with your audience. Think – specific days you celebrate, national treasures and anything else that will make you one of them.
Power to the people
Although this is just the beginning of your journey as a Citizen brand, by following the pointers above, you’ll be building towards having an audience that truly values you as one of their own.
When you’re ready to implement the Citizen throughout your business and start seeing the benefits of strategic brand communication, get in touch with us. As experts in digital marketing, Pixeld specialises in identifying and implementing brand archetype attributes throughout businesses of all kinds, taking their marketing and brand communication to the next level.
