Archetypes are as old as the art of storytelling itself. In Jungian psychology, they are ‘a collectively inherited unconscious idea, pattern of thought, image, etc., universally present in individual psyches.’[https://www.dictionary.com]
Archetypes are the heartbeat of a brand’
[Mark & Pearson in The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes]
Every brand has a distinct personality and in return attracts the customer base by forging an emotional connection and can explain the influence some brands have on a consumer and vice versa.
While I work with some clients to help them identify their brand archetype, it is in most cases so compelling from the perspective of who they think they are [from the position of their brand] and what they actually represent. Aligning the brand with its archetype and taking on the ‘strategy’ from there on, makes all the difference to take your brand to the next level.
Do archetypes relate to branding? Yes, very much so…. we as human beings connect best with other human beings, rather than products and services. When brands relate to certain archetype, it connects at a human level and thus people are likelier to acknowledge that and feel more in sync; which leads to trust and association, and in turn sales.
There are 12 brand archetypes with specific traits, motivations and values. Though there are likely to be overlaps, brand impact should not be diluted by having more than two archetypes attached to it. Businesses can channel the power of archetypes to give them an effective and lasting structure around which to craft their brand strategy and in turn tactics.
Here is an example from the stand point of my personal brand. My brand identifies as a combination of ‘CREATOR’ & ‘SAGE’ – The ‘Creator’ is authentic and innovative at the same time, taking into consideration the creative side of my brand disposition. ‘Sage’ are truth seekers; their goal is to understand the world and share it with others and this aspect is more in sync to the academic bend of my brand personality.
Below is a chart of some famous brands and how they identify with an archetype:
If you want to know more and need help in identifying your brand archetype, click on the link below to get in touch.
