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How To: Harness the Power of Archetypes to Guide Your Brand

BACKGROUND

Archetypes are universally understood symbols and patterns of behavior consistent across generations and cultures that help people understand concepts and decide which messages to retain. Related to brands, archetypes are proven to help us:

  • define a brand’s true-north
  • pinpoint its genuine story and define an ownable brand voice/tone
  • create differentiation in a competitive landscape
  • connect people more deeply – internally and externally – to an organization

Working with archetypes to guide the strategy, relationships, products and services for a business can help to align brand and culture, enhance trust and relatedness with all stakeholders, and increase its impact and bottom-line. There are 12 primary archetypes, symbolizing basic human motivations, meanings and values. A brand should align with ONE dominant archetype, but can and will share similar traits and characteristics from others.

THE 12 BRAND ARCHETYPES:

Goal
The Innocent Be Happy
The Explorere Discovery, new experiences
The Sage Wisdowm and insight
The Hero Help improve the world
The Outlaw Destroy what isn’t working
The Magician Make dreams come true
Regular Guy/Gal To belong, form a connection
The Lover Create intimacy, inspire love
The Jester Bring joy to the world
The Caregiver Care for and protect others
The Creator Create something with meaning
The Ruler Control, create order from chaos

STEPS TO HARNESS YOUR ARCHETYPE:

IDENTIFY YOUR ARCHETYPE(S)

Determine the ones that best align with your company mission and beliefs.

CONSIDER YOUR AUDIENCES

Based on the personas of your audiences, narrow to the archetype(s) commonly shared by your company and your audience.

TRANSLATE INTO STORYTELLING

Not only your messaging, but the functional and emotional content of your visual identity elements, design and marketing.

ALIGN YOUR CULTURE

Share your archetype identity across the organization to build a singularly-focused brand-led culture.

Founded in 1999, Trajectory is the specialist branding and marketing agency partnering with clients across the health + wellness continuum to grow better business. Reach us at 973-292-1400. trajectory4brands.com.