Brand Archetypes: Why You Should Know Yours - Meteor Street Studio

Brand Archetypes: Why You Should Know Yours


Brand archetypes to humanize your marketing and strength connections. Brands have become a representation of not just what you do, but who you are. Your brand should have the power to speak and connect with your target audience on a deeper level. That’s why it’s important to know how a brand archetype can help make your company stand out. In this blog post, I’ll be exploring the importance of branding archetypes and how they can work for your business.

The History of Archetypes

The word “archetype” has been used since the 1700s and is rooted in ancient Greek. It was originally used to describe a universal concept that was common to all people. An archetype is an idea that represents something from our collective experience. Over time, it evolved into a general term for any pre-existing form or model from which other similar forms are derived, patterned, or emulated.

In marketing terms, an archetype is a representation of your company that encompasses your personality and values. Archetypes can help you better connect with your audience because they have the power to speak and communicate on a more intimate level. Your brand should be more than just what you do; it should also reflect who you are as a company.

Archetypes in Branding

This idea can be used as a marketing technique to represent your business. Brand archetypes are representations of what your company stands for. They’re used as guideposts for your business strategy and marketing campaigns. They can be particularly powerful if they come from a genuine place.

Brand archetypes are a set of characteristics that brands build on to bring out their personality. They’re important because they help create a unique identity for your brand. Brands like Apple and Nike have easily recognizable branding archetypes.

Nike: a symbol of speed, precision, and competitive spirit is The Hero. Apple, formerly disrupting the technology scene as The Rebel, is now all about creativity taking its stake as The Creator.

Brand archetypes help establish connections with consumers by humanizing your marketing and strengthening emotional ties with them. By knowing what your own brand archetype is and incorporating it into your marketing tactics, you’ll be able to connect more deeply with customers on an emotional level.

An effective brand archetype can provide your company with:

  • A point of pride for your company.
  • A unifying mission and vision.
  • A way for customers to associate with you and what you do.
  • A form of communication that gives your audience permission to engage with your brand.
  • An emotional connection.
  • A symbol that can be used to communicate your brand’s values.
  • A common association between your company and other similar businesses.

Why Archetypes are so powerful

Every business has a story: Who your company is, what you do, and how you do it. Brands are the way in which we tell that story to our customers. Archetypes give your brand a personality and help people connect with what your company stands for. Your brand archetype should be an extension of your business’s values and goals.

Archetypes are powerful because they can help you understand who you are as a company and what kind of message you want to send to the world. It can show you where there might be holes in your branding or communication with the public. By knowing who you are, you can see how that translates into your visual identity, messaging, and marketing material. Use branding archetypes to make sure that everything about your business is cohesive.

Archetypes also give your brand staying power, which is important in any industry–especially if yours is new or small. When people think about a new brand, they don’t have much context for it. They may not know much about it or even care at first glance because they don’t know why it exists or who’s behind it. With an archetype, though, people will be more inclined to take an interest in what your company does and who’s behind it because they know what type of people they’re dealing with right off the bat.

The 12 Brand Archetypes

The 12 brand archetype families were inspired by Carl Jung‘s personality types that were originally defined in 1919. Jung reported that all humans have one dominant trait (which is often unconscious) that leads to typical behavioral patterns, desires, values, and motivations. These archetypes can be applied to brands to create personalities that connect with their target audience on a personal and emotional level.

  1. The Creator
  2. The Sage
  3. The Caregiver
  4. The Innocent
  5. The Jester
  6. The Magician
  7. The Sovereign
  8. The Hero
  9. The Citizen
  10. The Rebel
  11. The Explorer
  12. The Lover

How to Determine the Right Brand Archetypes for Your Business

If you want your brand to be able to connect on a deeper level with your ideal audience, then you need to know how to determine the right primary archetype. Leaning into the appropriate brand archetype can increase brand recognition and clarity, which can increase customer satisfaction, which can make your business a more profitable investment. In order to determine which one is the best fit, ask yourself these questions:

  • What are your values, mission, and purpose?
  • What is most authentic and natural to you?
  • Who do you want to attract?

Many brands may have more than one archetype at play. That is what makes you unique! By identifying your primary archetype and any sub archetype traits, you can confidently communicate your message and stand apart from the crowd.

Final Thoughts

Today, consumers are more informed than ever about the things that they buy, places they spend their time, and the people they work with. One of the best ways to ensure that you stand out from the rest is to make sure that you create an amazing brand that your audience will find meaningful. Identifying and understanding how to make your brand work for you will ensure that your business grows steadily.

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