A Comprehensive Guide on How to Find Your Brand Archetype
As a business owner or marketer, you know that creating a strong brand is essential for your company's success. But with so many different strategies and tactics to choose from, it can be difficult to know where to start.
One common problem is that many business owners and marketers need help in identifying and understanding the personality of their brand. Without a clear understanding of your brand’s personality, it can be difficult to effectively communicate with your target audience and build a recognizable and successful brand.
Building a Brand is Building a Long-Term Strategy
“If people believe they share values with a company, they will stay loyal to the brand.” — Howard Schultz, CEO of Starbucks
Not understanding the personality of your brand can lead to confusion, inconsistency, and ultimately, a lack of connection with your target audience. This can be disheartening, especially when you see other brands thriving with a clear and consistent message.
It can also be uncomfortable when trying to communicate with your target audience. You might feel like you’re just throwing things at the wall and hoping something sticks, instead of having a clear strategy in place.
The good news is that there is a solution, and it’s BRAND ARCHETYPES.
By understanding the different brand archetypes and how they might apply to your business, you can develop a more effective brand strategy and more effectively connect with your target audience.
How to Use Brand Archetypes
Brand archetypes are a framework for understanding the different types of personalities that a brand can take on. They are based on Carl Jung’s theory of archetypes, which posits that there are certain universal patterns of behavior and personality that are present in all human beings.
By understanding these archetypes, businesses can better understand their own brand and how to appeal to their target audience.
The 12 brand archetypes that are most commonly used include:
The Outlaw
The Magician
The Hero
The Lover
The Jester
The Everyman
The Caregiver
The Ruler
The Creator
The Innocent
The Sage
The Explorer
Each archetype represents a different set of characteristics and values and can be used to help a business better understand its brand and target audience. Using these archetypes as a basis for your future strategies will ensure alignment with your goals.
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The 12 Brand Archetypes
The Innocent
This archetype represents purity and simplicity. Brands that fall into this category are often seen as trustworthy and dependable.
Examples include Johnson & Johnson, Apple, and Dove.
The Explorer
This archetype represents adventure and discovery. Brands that fall into this category are often seen as independent and spontaneous.
Examples include Jeep, Patagonia, and National Geographic.
The Sage
This archetype represents wisdom and knowledge. Brands that fall into this category are often seen as intelligent and informative.
Examples include Google, Wikipedia, and TED.
The Hero
This archetype represents bravery and courage. Brands that fall into this category are often seen as strong and powerful.
Examples include Nike, Under Armour, and Gatorade.
The Outlaw
This archetype represents rebellion and individuality. Brands that fall into this category are often seen as non-conformist and edgy.
Examples include Harley-Davidson, Dr. Martens, and Punk Rock.
The Magician
This archetype represents transformation and innovation. Brands that fall into this category are often seen as creative and visionary.
Examples include Tesla, Apple, and Adobe.
The Everyman
This archetype represents relatability and authenticity. Brands that fall into this category are often seen as down-to-earth and approachable.
Examples include IKEA, Coca-Cola, and Walmart.
The Lover
This archetype represents passion and romance. Brands that fall into this category are often seen as emotional and intimate.
Examples include Victoria’s Secret, Tiffany & Co., and Godiva.
The Jester
This archetype represents fun and playfulness. Brands that fall into this category are often seen as light-hearted and entertaining.
Examples include Lego, Skittles, and Netflix.
The Caregiver
This archetype represents nurturing and protection. Brands that fall into this category are often seen as compassionate and helpful.
Examples include Johnson’s Baby, Campbell’s Soup, and the Red Cross.
The Ruler
This archetype represents authority and power. Brands that fall into this category are often seen as strong and successful.
Examples include Mercedes-Benz, Louis Vuitton, and Rolex.
The Creator
This archetype represents mystery and intrigue. Brands that fall into this category are often seen as enigmatic and difficult to understand.
Examples include Gucci, Apple, and Nike.
How to Find Your Brand Archetype
Finding your brand archetype can be a process of self-discovery and understanding. Here are some steps to help you identify your brand’s archetype:
#1. Understand your brand’s values and beliefs
Take a step back and think about what your brand stands for.
What are its core values and beliefs?
What makes it unique?
This will help you to identify the archetype that aligns with your brand’s values and beliefs.
#2. Understand your target audience
Think about the people you are trying to reach with your brand.
What are their values and beliefs?
What are their pain points and what solutions are they looking for?
This will help you to identify the archetype that resonates with your target audience.
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#3. Understand the emotions your brand evokes
Think about the emotions your brand evokes in your target audience.
Does it evoke feelings of trust, adventure, or wisdom?
This will help you to identify the archetype that aligns with the emotions your brand evokes.
#4. Research and compare
Research different brands and compare them to your brand. Take note of the similarities and differences.
This will help you to identify the archetype that aligns most closely with your brand.
#5. Test it out
Once you have identified a potential archetype, test it out by creating marketing campaigns that align with the archetype.
Observe how your target audience responds to the campaigns and see if it resonates with them.
It’s important to keep in mind that you can use more than one archetype, your brand might have multiple aspects that align with different archetypes. It’s not a one-time process either, as your brand and audience may change, so you need to revisit and reassess your archetypes.
It’s also worth mentioning that while finding your brand archetype is an important step in creating a strong brand, it’s not the only step. It’s a tool to help you understand your brand and target audience better, but it’s not the end goal.
Your brand archetype should be used as a guide to help you make strategic decisions about your brand, but ultimately, your brand’s success will depend on how well you execute your strategy.
Final Word
The process of finding your brand archetype may take some time and self-discovery, but it’s worth the effort. Once you have identified your brand archetype, you will have a better understanding of your brand’s personality and how to communicate it effectively.
If you have any questions or need help finding your brand archetype, please don’t hesitate to reach out to me. I offer consultations to help businesses understand and define their brand strategies, as well as bring them to life. I would be happy to help you on your journey!
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