What are Brand Archetypes
Brand archetypes embody universal stories and journeys we all share. They represent roles and situations we play in these universal tales, the lessons learned, the paths we walk and how we walk them. Since brands are humanistic – like people – we can explore them in the same way we explore ourselves, developing unique insights and approaches to brand positioning and strategy.
Archetypes Make Branding Easier
Brand archetypes originate from Carl Jung, a Swiss psychiatrist who founded the concept of psychological archetypes. Psychological archetypes are universal concepts embedded in humanity’s conscious and subconscious thought.
Archetypes stimulate us emotionally and psychologically. They mirror our deepest thoughts, desires and intentions and fears, connecting our conscious mind with inherently expressive subconscious meanings and concepts within our universal thoughts.
Branding is the gut feeling people hold regarding you, including your products and services. Working with archetypal branding allows you to research and discover who you are (your current archetype(s), and all their inherent properties) and who you may need to become.
Branding through archetypes expands the humanity of your brand, making it more humanistic and relatable, and giving it the personality it truly requires for distinction. Once you determine these qualities, you anchor your brand behavior against the beliefs that are already embedded within humanity’s collective conscious and unconscious understanding. The more in alignment your brand is with the archetype and its related behaviors, the more trustworthy and cohesive your brand becomes.
How to Use Brand Archetypes
Archetypes can be used for branding and communications exploration. Integrate them with a linear, left-brained approach to create a transcendent brand experience that pushes beyond the realm of the mundane and easily assimilated. Using brand archetypes provides instant clarity through a pre-defined vantage point that will highlight inconsistencies, gaps, and opportunities for exploration.
Understanding brand archetypes can help your brand strategy kick ass via SWOT analysis. Why? Because you’ll be able to set the tone. In an industry of Generalists, you can become the Gambler. You can swap out being the Sage for the Samaritan, the Seeker or the Sovereign.
Explore brand archetypes through independent study. Archetypes in Branding is one of my favorite creative resources for brand development through archetypal exploration. Margaret Mark’s The Hero and the Outlaw is another well-revered source of brand guidance via archetypes also.
Of course, you can also schedule your free 30 minute Bombshell Branding Breakthrough Session with me. I’ll help you identify areas of improvement with your strategy and give you actionable insights for immediate brand development.