There are 12 Brand Archetypes referenced in marketing, an assessment sometimes also referred to as the Brand Personality Quiz. Products and services, like people, have an image. This image is a personality, a perception that can make or break your business in the marketplace. We either consciously create it, or it’s created by default.
Closely aligning yourself to one of these 12 archetypes can help your brand become more familiar, and thus more trusted by your target market. Identifying your organisation’s archetype can help you articulate it, give your brand meaning and foster a connection that better speaks to your target audience.
Brand Archetypes were originally designed by one of the most referenced psychiatrists, psychoanalyst Carl Jung who founded analytical psychology. Carl theorized that humans use symbolism to better understand concepts. These symbolic personalities help businesses achieve competitive advantage through identity.
Rather than competing based on logical choices like postage efficiencies or price, the company builds resonance and meaning, appealing to a different area of our brain. For example, The North Face is the Explorer, Victoria’s Secret – the Lover, Google – the Sage. Our brains are wired to group similar things together, and if a brand adopts an archetype, people recognise it and understand it better. Your brand becomes more trusted because it’s subconsciously perceived as ‘familiar’. We recognise these characteristics on a subconscious level, and studies have found that brands that align themselves to an archetype create a competitive advantage that few businesses know how to leverage.
Take the Brand Archetypes quiz and identify what it is that makes your brand different, a difference that you may not have recognised before. Discover why people love your brand, how it makes them feel, and how to stand out even more. Knowing your brand archetype will help you claim pricing power, attract inbound leads, shorten your sales cycle, build compelling offers, cohesive content, raving fans and market authority.
Brand personalities can also help stakeholders better understand conceptual branding, and illustrate to creatives how to position your business in the marketplace. Owning your brand personality helps ensure you are not leaving your brand persona to chance, but are building a psychology-driven brand that resonates with your target audience.
The twelve brand archetypes reflect common characters we’ve met in life or seen in stories: The Hero, The Innocent one, the everyday bloke/girl next door (originally described as ‘everyman’), the Rebel, Explorer, Creator, Ruler, Magician, Lover, Caregiver, Entertainer, and Sage. Which your business best aligns with, can be revealed through the brand archetype assessment.
Discover more brand building techniques.