Does Your Brand Have a Clear Personality? Find Out What Brand Archetype You Are!
Have you ever heard the phrase, “People do business with people, not companies.”? And in today’s world, this still continues to ring true! Think about big brands like Nike, Apple, and Amazon. Each of these corporations exude a brand narrative that connects with each of our desires to belong, to feel safe, and to feel empowered. And that’s why so many organizations employ a brand archetype, because it offers a framework for a business to take on humanlike qualities to create an emotional connection with its target audience.
What’s a Brand Archetype?
A brand archetype is a human representation of your brand as a persona. This helps your brand to connect with your audience in a deep and meaningful way that builds trust, brand loyalty, and all around authenticity.
But a brand archetype is so much more than just a persona or character – and it can be easy to confuse with your brand identity.
Differences Between a Brand Identity and a Brand Archetype
For one, your brand identity is more of a holistic view of how your business presents itself to the world. This includes your logos, colors, messaging, etc. It’s how you and your team differentiates from others in the industry.
But your brand archetype is a personification of your company’s values, mission and story. It’s how you tell your company’s story in a very real, connective and emotive way.
Exploring the Twelve Brand Archetypes
Across the board, there are twelve types of brand archetypes that your brand can personify.
The Outlaw: This revolutionary archetype likes to break the rules and disrupt the status quo.
The Magician: This magical archetype believes that anything can happen — even beyond what you can see with your own two eyes.
The Hero: This honest and brave archetype personifies the phrase, “Where there’s a will there’s a way.”
The Everyman: Everyone can relate to this connected archetype, who is faithful and down-to-earth with a sense of belonging.
The Lover: Intimacy and passion are two words that immediately come to mind when brands adopt this romantic archetype.
The Jester: This fun and humorous archetype brings joy, fun, and a dash of mischief to the world.
The Creator: If innovation and creative thinking are the driving force behind your business, the Creator Archetype might be the right fit.
The Caregiver: Brands who exemplify the Caregiver Archetype are known to care for and serve others, leaving the world to be a better place than when they first found it.
The Ruler: Those who seek to create order from chaos will most identify with the Ruler Archetype, who is sometimes commanding and controlling, but always responsible.
The Innocent: Happiness, optimism, and youthfulness radiates from this archetype.
The Explorer: If there were three words to best describe this archetype, it would be “freedom”, “excitement”, and “adventure”.
The Sage: Spreading education, wisdom, and knowledge to the rest of the world are of the highest priority to the Sage Archetype.
How Your Chosen Brand Archetype Shapes Your Business
Now that you’ve reviewed the twelve brand archetypes, did you find one that seemed to best align with your business?
For example, HAVEN Creative® identifies as the “The Creator” brand archetype. Here’s how we define what it means to us:
The Creator archetype is one that is driven by the free flow of creativity. The Creator gives new ideas to the world and creates structure by bringing something that didn’t previously exist into being. They are innovators and non-conformists and are often the first to realize a concept and push the boundaries of creativity and design.
That means that in everything we do, we do it with the Creator mindset. We value innovation and creative thinking, and support our clients in making their dreams become realities. We see potential in every conversation, idea, and spreadsheet.
By using our chosen brand archetype to exemplify the Creator Archetype, we’re connecting with clients who also get excited about the possibilities, and are looking to work with a team that’s dedicated to pulling out new, original ideas.
Are you ready to start personifying your brand archetype but not quite sure how to do so? Work with the experts! First, download HAVEN Creative’s free guide and workbook to start. If you’re still looking for more insight, you can also contact one of our HAVEN Mavens™ today to learn more about our workshops and pivot sessions!