Brand Archetypes: What Are They And Which One Are You?
Throughout history, the world has seen so many different characters making different decisions, presenting themselves differently with all that they do and being known for their actions – in a different way.
All of these differences are what makes the puzzle vivid. And all of these different personas are known as archetypes, or universally recognized figures which stand for certain basic motivations and emotions.
What Are Archetypes And How Are They Related To Brands?
Archetypes present the value one brings to each customer’s journey. By seeing which archetype you are, you can truly understand how your customer might feel with you, how they will see you, how comfortable they will be with you and what kind of impact you can deliver.
The actual word “archetypes” is derived from the Greek “arche” and “typos” words which mean “beginning” and “imprint.” Therefore, an archetype could be seen as a figure which is making an initial impression that sticks – which is also the goal of every strong brand.
Studied by a lot of psychologists over the years, archetypes have been analyzed, identified and related to brands. The thing is, archetypes make sense to people. We can definitely relate to some of the people throughout history and their decisions, emotions or plain characters. By recognizing the common traits in people and symbols, we can actually get to know ourselves in a better way.
The 12 Brand Archetypes
As humans, we have a need to connect to people – and not products and services. There are 12 unique characters – or brand archetypes – which all great brands embody.
Each of them has unique characteristics, strengths, values and challenges that it brings to customers. When it comes to branding, they definitely relate to it and can make or break a brand.
So, whenever a brand takes on a primary character, people can easily recognize it and relate it to something. And when they do this, they can start liking you and trusting you, which leads to happy customers and more sales.
Everyone can harness the power of archetypes, whether as part of a business or as an individual. The goal of seeing which archetype you are lies in the fact that you can figure out what sets you apart from others and what values you can use to craft your (personal) brand.
Below, you can see our quiz and identify which brand archetype you are. Take it today and see which is your brand’s archetype!