What are brand archetypes?

A colorful circular graphic unpacking core brand archetypes

As a business owner, you want to make sure you are using every tool available to create a strong and unique brand identity. One powerful tool to consider is brand archetypes.

Brand archetypes are universal, culture-transcendent symbols that have been present in storytelling across cultures and generations. They are deep-rooted character types that are automatically recognizable and instinctively understood by people.

Using brand archetypes can aid in creating a cohesive and recognizable brand strategy. By tapping into universally recognized character types, businesses can connect with their target audience in a more meaningful way. This connection can create an emotional and psychological resonance with customers that transcend the simple selling of a product or service.

There are twelve common brand archetypes that businesses can explore and utilize for their brand identity:

  1. The Innocent: a brand that provides simplicity, nostalgia, and optimism.
  2. The Explorer: a brand that represents a desire for new experiences and adventure.
  3. The Sage: a brand that embodies wisdom, knowledge, and critical thinking.
  4. The Hero: a brand that represents the values of bravery, courage, and power.
  5. The Outlaw: a brand that embodies rebellion, transgression, and independence.
  6. The Magician: a brand that represents transformation, miracles, and enchantment.
  7. The Regular Guy/Girl: a brand that celebrates the normal and the mundane.
  8. The Lover: a brand that represents passion, romance, and sensuality.
  9. The Jester: a brand that embodies humor, fun, and playfulness.
  10. The Caregiver: a brand that represents compassion, empathy, and kindness.
  11. The Creator: a brand that embodies innovation, creativity, and imagination.
  12. The Ruler: a brand that represents control, power, and authority.

To determine which archetype best suits a brand, businesses can ask themselves questions about their brand’s personality, values, and goals. They can then use the archetype as a guide in creating a cohesive and recognizable brand experience.

Ultimately, utilizing brand archetypes can be a powerful tool in shaping the way customers interact with a brand. By tapping into universal symbols and character types, businesses can create a deeper and more meaningful relationship with their audience, and better communicate their values and purpose.

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