What is a Brand Archetype?
A brand archetype is a concept derived from Carl Jung's theory of Archetypes, which are universal patterns of behavior and personality traits. Think of it as a personality test but for your small business or brand! (Any other ENFJ’s out there?!) In branding, Archetypes help businesses define their brand's personality and connect emotionally with their audience. They act as a framework to shape your brand's voice, visual identity, messaging, and overall story.
Why Care about Brand Archetypes?
Emotional Connection: Defining your brand Archetype helps evoke familiarity and trust by tapping into universally recognized traits. It’s the kinda moment when you’re reading through a blog or watching a TikTok and you audibly say: “ME too!”…simple, powerful emotional connection.
Consistency: Defining your Archetype provides a clear direction for consistent brand communication. If you have a team, taking the time to define your particular brand Archetype is critical to casting vision and unifying consistent communication throughout each of your departments/roles.
Differentiation: Knowing (and communicating) your Archetype helps distinguish your brand in a crowded marketplace by giving it a unique identity. Take my brand - I LOVE neon and sparkling multi-faceted disco balls - they genuinely visually light me up and help visually describe what I do to amplify the small businesses and brands I get to work with. Neon and disco balls might not be your jam, but maybe colorful feminine Rifle Paper Company vibes are…learning how to tie-in and communicate your unique-ness by sharing things that light you up is a great resource to finding and amplifying your small business or brand.
The 12 Common Brand Archetypes
The Innocent: Pure, optimistic, and focused on happiness (e.g., Dove, Coca-Cola, Aveeno). The Christmas Coca-Cola bears alone does such an incredible job visually describing this happy and innocent Archetype.
The Explorer: Adventurous and driven by discovery (e.g., Jeep, Patagonia, The North Face). I feel like if this Archetype had a cologne smell it’d include scent names like Fireside Bourbon, Mountaineering Crisp Alpine…with some sort brute strength Ocean-Vibes.
The Sage: Seeks truth and wisdom (e.g., Google, BBC, Oxford University). In my visual mind, this Archetype probably has tortoise rimmed glasses, loves libraries, and is definitely way smarter than I ever hope or dream of being.
The Hero: Courageous and inspires change (e.g., Nike, Adidas, No Bull). The Braveheart-Flag-Carrying Archetype you can’t help but cheer *loudly for! Now give me twenty burpee’s stat! ;)
The Outlaw: Rebel against the norm and challenge the status quo (e.g., Harley-Davidson, Fire & Brimstone). This archetype typically visually lands on the color wheel gravitating towards: Black: Symbolizes power, authority, and rebellion; Red: Symbolizes danger, passion, and excitement; Silver: Symbolizes sophistication, exclusivity, and luxury; Orange: Symbolizes confidence, success, courage, and stimulation; Yellow: Symbolizes happiness, warmth, optimism, and clarity.
The Magician: Visionary and transformative (e.g., Disney, TESLA, Polaroid). This Archetype leverages innovation and a sense of wonder to create products and experiences that feel magical to consumers. Think Harry Potter Hogwart’s at Christmas castle vibes.
The Every Man/Woman: Relatable and down-to-earth (e.g., IKEA, Target, or my favorite jeans: Levi’s). My husband’s Archetype for his business (Agathos Services) is this to a T caring about simplicity but still valuing quality, and practicality. The Everyman Archetype brands highlight everyday experiences and the value of community.
The Lover: Passionate and driven by relationships (e.g., Victoria’s Secret). Ahhhh Victoria’s Secret…giving peaches main character energy since my birth year - 1977. Coincidence?! I think not. ;) P.S. If you just read that in your mind like the poor teacher from the Incredibles, friend, you’re in THE right place.
The Jester: Fun-loving and playful (e.g., Old Spice, Doritos, Progressive Insurance). This Archetype probably has a memorable SuperBowl Commercial to add to their amusing long list of successes.
The Caregiver: Compassionate and nurturing (e.g., Tom’s, Johnson & Johnson, most Pilates/Yoga Studio’s). This Archetype is most known for being nurturing, caring, and protective. They often connect with consumers on an empathetic level and are seen as trustworthy and reliable.
The Ruler: Authoritative and strives for control (e.g., Rolex, Mercedes Benz, Versace). Strong elegance. More than likely has a chiseled jaw line with the ability to smolder.
The Creator: Innovative and artistic (e.g., Adobe, Pinterest, Apple). This Archetype is predominantly known for fostering creativity, innovation, and encourages it’s community to express themselves through unique creations, often by providing platforms and tools to bring ideas to life.
How to Use a Brand Archetype
Identify Your Audience: Understand their values and preferences.
Align with Your Mission: Choose an Archetype that matches your small business or brand's core purpose. Oh, and hey - have you downloaded THIS free Mission Statement workbook to get you started defining those core values/purposes?!
Shape Your Story: Use the strength of your clearly identified Archetype to influence your messaging, imagery, and tone.
Be Consistent: Ensure your Archetype resonates across all brand touchpoints.
A clearly defined Archetype helps your small business or brand resonate with your audience on a deeper level, making it more memorable…kinda like shining a light on a disco ball on a dark night out in the desert if you’re me ;)
