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.
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.
Keep up to date with the latest news and brand insights from Vision One.
