EXISTENTIAL BRAND THEORY
My girlfriend likes SoulCycle, I prefer Digme. Do opposites attract?
Why we find certain brand archetypes attractive
My girlfriend likes one type of spin studio. I prefer another. Are we destined to be together forever, or is this the sign of trouble ahead?
And why does it matter which brands people are attracted to?
As a professional in branding, I pay attention to how brands present themselves. SoulCycle is a hugely successful brand and has a very well crafted brand persona. I respect it, but it’s not for me.
But I do like spin classes… In the USA I very much enjoyed Flywheel and over here in the UK I discovered Digme.
Digme, in particular, is the polar opposite of SoulCycle! But why? Aren’t they both rooms full of bikes with flashing lights and banging tunes?
Yes, they are. But if that was all there was to spin studios wouldn’t the experience be homogeneous?
So, what we see is differences in brand attitude that lead to differences in brand experience.
Building a brand based on experience
Let’s start with the bike. Flywheel and Digme have bikes with a more sophisticated monitor — they measure RPM and power.
During some Digme sessions, the rider will spend 5 minutes calibrating their bike at the start of a ride during a fixed exertion test. Once the bikes in the room are ‘equalised’ there is a computer game-like screen where you can race in a pack. There are also large screens where you can see how hard you’re working relative to the instructor’s guidance.
What about the sessions?
All studios will have some bump and grind classes, where you dance around on the bike to the beat, but Flywheel and Digme both have competition classes as well.
During Flywheel, these races are fewer and synchronised to certain songs.
Digme is more like going on a bike ride where the class effort is aligned to the ‘digital road’ on which you are cycling.
Beyond the bike and the session format, you also have the physical design of the studio, and of course, the vibe of the instructors. SoulCycle instructors will win on energy and encouragement, Digme’s on form and technical prowess.
Rationalising the experience based on brand archetypes
You might be familiar with Jung’s archetypes — 12 personalities that are readily understandable to us humans. Digme fits neatly into the Creator, alongside brands like Apple.
The Creator archetype is imaginative, innovative and loves attention to detail.
You could swap the Digme storefront for an Apple Store and you wouldn’t know the difference.
SoulCycle is more like a Lover, alongside brands like Cadbury’s.
The Lover wants to find pleasure. They’re sensitive and sensual. They’re looking for intimacy and commitment.
How to use brand archetypes as a creative springboard
If I were to launch a new spin studio, I’d start by trying every spin class I could do, noting the experiences that I enjoyed (aka market research).
I’d also think about what I valued as a human and think about the kind of experience that would be appealing to me (aka my belief structure).
But finally, I’d look at the archetypes and consider what each spin experience might be like in the mould of each archetype (aka brand personality).
I’d be drawn to the Magician and the Hero, and less fond of the Everyman or Caregiver.
If you’re interested in brand archetypes STANCE has a few blogs on the matter that you can read here.
Know which customer you’re trying to attract
The lesson here is that brands are appealing to certain audiences. By being specific to your audience, understanding their needs and building a brand around them, you can build trust and create attachment.
My girlfriend, now ex-girlfriend, loved the hug and pump she got from a SoulCycle instructor.
Me, on the other hand, I want a form-focused technical masterclass!
Different ‘spokes’, different folks.
That’s an important message for branding. Don’t try and be all things to all people. A brand with no customer in mind is a brand without direction.
Closing thought
Will Digme ever be as big as SoulCycle? I don’t think so, because it has a more niche audience. It’s much less ‘for everyone’ than Soulcycle.
Does that make it less successful… Well, that depends on how you define success. It’s certainly less financially successful, but does it make their intended audience happy? Yes, it does.
That’s a wrap!
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