1.1 What are brand archetypes?
There’s just something about the brands we identify with. We share a strange bond with them that is difficult to describe. We feel as if we know them.
It’s almost as though we love them in some cases.
What is it about these brands that draw us in?
Why do we embrace them into our family and show loyalty to them?
Is it great ad content, fantastic brand identity design, or some kind of magic?
The answer… Brand Archetypes!
What is a brand archetype? And how can it help you better understand your own company’s personality?
A brand archetype is a set of recurring attributes, behaviours, and values that make up a company’s identity. It’s like the psychological profile of an individual: it contains all the things that make them who they are.
It’s easy to think of a brand as just a logo or slogan—but if you look at it closely, there are so many more aspects to every company than just its visual appearance or marketing messages! Every business has its own unique set of values and characteristics that help define what it means to be successful in this day and age. That’s why we believe everyone should take some time to really get acquainted with their own company’s brand archetype!
We can understand why some personalities appeal to us more than others when we realise that particular behaviours or personalities promote specific desires.
Archetypes personify these behaviours and provide a road map that enables you to more accurately appeal to and connect a given desire with a specific personality.
Where do brand archetypes come from?
It’s a concept that’s been around since the 1940s when Swiss psychologist Carl Jung identified 12 basic types of personality archetypes.
They are a really useful way to understand other people and they have been used throughout movies time and again.
We see these characters in movies, whether it’s Will Ferrell as the jester in The Anchor man or Marlon Brando as the ruler in The Godfather.