All successful brands are built on twelve different archetypes. A concept originally conceived by psychologist Carl Jung, a brand archetype is a genre you assign to your brand to identify the driving force and motivation. Each archetype has a unique set of values, desires, fears, strengths and weaknesses.
The earlier you can uncover your brand’s true identity – the character your brand is meant to live out – the sooner your team can begin living it and leaving a lasting impression in your audience’s minds.
Archetypes can be a key tool in understanding your unique brand voice and how you communicate your message to your ideal audience. Your consumers want to feel that they are speaking with a friend and are engaging with someone that understand their needs. Use this as an exercise to better understand who you’re talking to and how to best communicate with them. Keep in mind, your brand will most likely display attributes of multiple attributes. The key is understanding which archetype to prioritize as your primary and secondary, supporting archetypes.