How brand archetypes can help transform your business

Without fail, I always get blank stares looking back at me when I start talking about brand archetypes. The faces looking back at me are basically saying:

“WHAT THE HECK ARE BRAND ARCHETYPES?!”

And, if you’re wondering the same thing, don’t worry. I’m about to break it all down, and I think you’ll find it interesting!

Before I dive into what brand archetypes are, let’s talk about stories, movies, and history, and what they all have in common. 

The best stories and movies have a story arc:

There’s a beginning, middle, and end. 

Usually, it goes like this:

A hero discovers her goal; pursues it amidst conflict and obstacles; puts up a big fight (the climax of the story); either succeeds or fails (resolution); and then the story ends. 

There’s also a set of characters–or heroes–throughout each story or movie that repeats itself–no matter the tale being told. 

Those characters are archetypes–universally recognized figures who stand for certain basic human emotions and motivations. 

But, how do these characters, aka archetypes, relate to our brand and business?

It’s simple, really! 

Potential customers want to connect and do business with people they know, like, and trust. 

Brand Archetypes allow people (customers) to feel connected to a brand on a human level. Customers want to connect with people–not products or services. 

The product or service you offer is the vehicle in which the character pursues the goal, helping them get to the goal and achieve success. Because the reality is, your customer is always the hero in the story, not you. 

However, these brand archetypes allow people to understand your brand, on a human level, so they can begin to like and trust you, leading to engagement and conversion. 

Cool, right?

Now that you know what a brand archetype is, you may be wondering: how do these archetypes actually work in building a strong brand presence? 

Let’s break it down! 

There are 12 different archetypes that identify the basic human emotions and motivators (similar to a personality test). 

In the early 1900s famous psychiatrist, Carl Jung defined these archetypes as a way to describe the patterns of human behavior derived from our unconscious mind. 

This theory is still used in psychology today. 

Jung defined 12 different archetypes to categorize our basic human motivators.

THE 12 ARCHETYPES 

HOW BRAND ARCHETYPES WORK

At the core, your brand is built on key adjectives to describe the emotions and feelings you want your customers to feel when working with you. 

Those same adjectives, emotions, and personality traits help identify and define your brand archetypes. 

And, I totally get what you’re thinking:  you’re a personal brand, why do you need archetypes to help you bring human elements to it? 

These archetypes allow you to solidify and communicate your brand’s personality and message. By defining those motivators and unconscious human behaviors you’re able to speak directly to your ideal client.

While you are unique and special, the reality is you’ll fall into a few of these categories. Which is why we identify your top three Brand Archetypes when working together. 

Your clients will also fall into one (or three) of these categories as well! Knowing their archetypes will help you craft messaging specifically for them. Because you are talking directly to their core motivators and desires. 

Are you ready to identify your brand archetype and transform your branding? 

Let’s chat! I’d love to help you identify them and build a strong brand presence to grow your biz!