Let’s Talk, Brand Archetypes

As you know, building your brand, brand voice, brand identity or brand-related anything is absolutely no joke. It takes a lot of time, a lot of effort and on occasion a lot of money too! EEK! But truth be told, it doesn’t have to be that overly complicated. Sometimes you just need to follow some simple marketing steps to climb the ladder of success. 

Archetypes are pretty much the foundation of building your brand. Carl Jung (pronounced “Young”), a Swiss psychiatrist who founded analytical psychology, defined twelve primary types of “personalities” that represent the range of basic motivations. Each one of us has a dominate archetype that dominates your personality – as does your brand. You know how each character in a story has a specific personality that we see throughout other stories time and time again? The Hero, The Entertainer/Jokster, The Wise Guide, The Magician, The Innocent, The Rebel, etc.? These are defined as archetypes.

A brand archetype is the personality of your business that you communicate through symbols, whether that be in words or images. Knowing your brand archetype allows you to understand how to effectively communicate with your target audience so that you’re not only staying consistent, but that your business is being represented in a way that you’re intending it to – leading to success. 

If you aren’t communicating with your target audience effectively, you’ll be spinning your wheels wondering why you’re not gaining traction in your business. There will be a total disconnect between your business and your audience. 

Identifying your brand archetype can help your brand establish meaningful relationships with current and future customers, stand out from a busy marketplace, leave a lasting impression on potential buyers AND show you how to connect with your audience. Who wouldn’t want a piece of that action right? 

Bottomline – applying this psychological angle to your brand development strategy is absolutely crucial for your short and long-term success. 

✦ Are you using the correct colors in your brand?

✦ What words are powerful when communicating with your audience?

Take The Brand Archetype Quiz To Find Out

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THE 12 BRAND ARCHETYPES IN A NUTSHELL​

THE JESTER​

MOOD: Brings joy to the world through humor and fun.
EXAMPLE: Ben & Jerry’s

THE LOVER​

MOOD: Creates intimate moments, inspires love and passion.
EXAMPLE: Chanel

THE RULER​

MOOD: Creates order from the chaos.
EXAMPLE: Microsoft

THE INNOCENT​

MOOD: Happiness, goodness, optimism, safety.
BRAND EXAMPLE: Dove.

THE EVERYDAY GAL​

MOOD: Seeks connections and belonging; is recognized as supportive.
EXAMPLE: IKEA

THE CREATOR​

MOOD: Imaginative and inventive.
EXAMPLE: Lego

THE EXPLORER​

MOOD: Finds inspiration in travel, risk and discovery.
EXAMPLE: Jeep

THE MAGICIAN​

MOOD: The magician is seen as visionary and spiritual.
EXAMPLE: Apple

THE REBEL​

MOOD: Questions authority and breaks the rules.
EXAMPLE: Harley-Davidson

THE HERO​

MOOD: The hero is courageous and bold.
EXAMPLE: Nike

THE CAREGIVER​

MOOD: Protects and cares for others, is compassionate.
EXAMPLE: Johnson & Johnson

THE SAGE​

MOOD: Committed to helping the world gain deeper insight and wisdom.
EXAMPLE: Google