Brand Archetypes

Brand Archetypes

Discover the 12 Brand Archetypes to drive business success

To develop a strong brand, you need to nurture a strong brand personality. Just like people, your company’s brand has its own personality - determining how customers connect with you and whether or not they want to do business with you. Brand Archetypes are an important part of understanding your brand’s personality.

We all have a tendency to create stereotypes, it’s something we do without thinking.  Psychologist Carl Jung believed that many film and story characters are instantly familiar to us because they are primal and instinctive - part of a ‘collective unconscious’ that we all share. These all-too-familiar (stereotypical) characters are often referred to as Jungian archetypes and they’ve become an increasingly popular and effective tool for personifying brands.

At Vision One, we help brand owners discover how they themselves perceive their brand, as well as helping them to explore how their customers see them. If you want to improve your brand and your relationship with your customers, it’s important to understand the differences in these perceptions.

The 12 Brand Archetypes and the Archetype Wheel

In total there are 12 Archetypes. We’ve illustrated them for you below, on our Archetype Wheel – along with an example of a brand within each Archetype.

brand archetype wheel

The Benefits of Brand Archetypes

From a distance, a business can look very simple - especially when the relationship is built upon a transactional basis. However, the world's most successful brands go beyond this and develop a strong personal relationship with their customers. It’s the secret to successful branding - personalising your brand so that your customers can connect with it, and relate to it, emotionally and instinctively.

"Strong brands have personality, whilst weak brands don't! "

Brand Archetypes require you to embed humanity into your vision, goals, and values - think of it as your brand DNA.  And history has shown that businesses that can correctly and successfully develop and exploit their archetypes are the most likely to thrive.

Want to connect with your customers on a deeper level so that you can experience real brand growth?  At Vision One, we specialise in helping you to identify and optimise your Brand DNA.

The Brand Archetypes

If you’re new to Brand Archetypes, you may need a bit of help defining yours. Luckily, it’s one of our specialist areas, so please just get in touch - we’re a friendly bunch.  We’ll look at your brand and category with the perfect balance of objectivity and truth.  It’s an eye-opening, creative and fun process. We’ll work with you to combine market research and archetyping exercises to help tell your brand’s story - uncovering the essence, heart and emotion of your brand.  It’s a pretty exciting journey that can redefine your whole outlook.