In order to market your business in the best way possible, it’s important to understand the ins and outs of your brand. That’s where brand archetypes come in. Simply put, a brand archetype is an example or a persona that your company resembles. Psychologist Carl Jung developed 12 brand archetypes which can help you understand your brand and tell your story in a more human way.
You don’t have to fit into just one archetype, and your brand can and should evolve over time. However, brand archetypes can be a great starting point to help you understand how to present yourself to the world, your strengths and areas of opportunity. Check out the twelve brand archetypes below, along with why you should consider using archetypes in your branding and marketing strategy.
Brand archetypes help give your marketing and branding a personality, along with helping your company build deeper connections with your audience and set itself apart from competitors. By taking the time to understand your business’s archetype, you’re one step closer to understanding how you can use your strengths in your voice, branding and more.
While the 12 archetypes are grouped together below, each one has its own nuances. When reading below, consider which group you think your business may identify with the most. Then, how it can help you bring your strengths into your marketing.
In order to engage with your audience to the world, first you should truly understand who you are and how you can best play to your strengths. Think of language you currently use to market your business and ask yourself if your marketing tactics have been successful to date. Using an archetype as a guide will give your brand consistency of message and promote a sense of deep loyalty within your customers.
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