A Beginners Guide to Brand Archetypes Part1 copy
February 1, 2022 | By:

A Beginner’s Guide to Brand Archetypes (Part 1)

Creating an emotional connection between you and your customers is essential for a successful business, and it begins with establishing a solid branding strategy.

At Ilfusion, part of our Brand Architecture process is discovering a brand’s archetype, along with defining the brand promise and unique value proposition. Establishing the brand archetype is the foundation of formulating a strong brand personality, which in turn, helps in establishing a stronger emotional connection with your target audience.

In the first part of this series, we’ll learn about what brand archetypes are and how it benefits businesses. In the second part of the series, we’ll delve deeper into the 12 different brand archetypes and how to choose the best archetype for your brand.

What Are Brand Archetypes?

Archetypes refer to symbols and universal patterns of behavior that every human being instinctively understands. This is opposed to stereotypes, which are deeply rooted in culture-specific norms. Archetypes, on the other hand, are grounded in years of sound psychological research and even in Greek philosophy:

  • Greek philosopher Plato first explored the idea of archetypes. He called them “forms of intuitions” and considered them as templates of intuitive understanding.
  • Later on, Swiss psychiatrist Carl Jung coined the term “archetype” in the context of psychology. According to him, all human beings have a “collective unconscious” that shapes our personalities, experiences, and emotions, and this results in typical patterns of behavior — that is, archetypes.

In business, brand archetypes are a way of representing a brand (i.e., its personality, values, symbology, tone of voice, etc.) as a persona. This personification provides a roadmap that enables you to portray your brand that is more relatable and recognizable to your target audience.

The Importance of Brand Archetypes

Audiences typically develop an emotional connection with certain brands, and these brands that you feel a bond with most likely have a branding strategy that has a solid alignment to an archetype.

Why is this so? Since understanding archetypes are innate in all of us and are seated into our subconscious, when we encounter certain brand archetypes that are in line with our human desire, we create an immediate connection.

And while all humans have unique needs, we all have instinctive, primitive desires that each archetype matches with — for example, The Everyman archetype appeals to a person’s need to be accepted for who they are.

Based on the Pearson Archetypal System, there are 12 archetypes, which we will discuss in more detail in the next section. Additionally, each of these “main” archetypes has subtypes that cater to the complex needs of humans — for example, The Realist archetype also branches out to related subtypes, such as the Orphan, Survivor, Buddy, etc.

Discovering and establishing your brand archetype not only builds a stronger emotional connection; it also:

  • Creates a more solid brand identity: Before you can know who your target audience is, you must first know who you are as a brand. The process of discovering your brand archetype is a good way to establish your brand identity, and vice versa, for 2 reasons:
    1. Your brand archetype solidifies your brand personality, and it even helps you define your tone of voice, color, and many other aspects of your brand identity.
    2. Aligning your branding to a single archetype will make you more familiar to your audience on a subconscious level, allowing you to make a deeper connection to them as a real person and not just a faceless brand.
  • Ensures consistency: As a related point, your brand archetype serves as both a guide and filter for all your marketing and branding efforts. It helps in ensuring that all marketing collateral is consistent (e.g., website, landing pages, social media content, etc.) and that marketing messages are aligned with your branding identity. Being consistent creates the smoothest path for your target audience to connect with your brand.

Read Part 2 of the Brand Archetype Series

If you want to learn more about Ilfusion’s Brand Architecture service, contact us at [email protected] or call us at 888-420-5115 to get started!

Tags: , , ,

Categorized in:

Featured Articles

How To Start an SEO Campaign in 6 Steps
February 1, 2018 | By: Ilfusion Team

How To Start an SEO Campaign in 6 Steps

Starting a Search Engine Optimization (SEO) campaign can be tricky for any digital marketer. How do you begin? What is the most important element to implement? How do you know if it’s working? Don’t be overwhelmed, though. Starting an SEO... view more

5 signs you need to hire a marketing agency
September 26, 2017 | By: Tinny

5 Signs You Need to Hire a Marketing Agency

Marketing is a crucial part of your business strategy. It’s what keeps the gears turning and the driving force of your company’s sales. For small businesses, marketing is important in getting the word out there that your company exists and... view more

Key Advantages of Video Marketing for Your Growing Business
September 21, 2017 | By: Tinny

Key Advantages of Video Marketing for Your Growing Business

There has been a rise in the use of mobile devices to access the internet, and there are no signs of it slowing down anytime soon. In this era where most people thrive on living on the go, video marketing... view more

5 things you need to know image optimization for seo
September 13, 2017 | By: Tinny

5 Things You Need to Know: Image Optimization for SEO

If you’re a company whose content strategy relies on images, or if your business blog is image-heavy, it’s high time for you to think about optimizing your images for SEO — if you haven’t done so already. While there isn’t... view more

Tips on How to Choose the Best Keywords for Your Website
August 2, 2017 | By: Tinny

Tips on How to Choose the Best Keywords for Your Website

Not sure on what keywords to use? Read more on how to search for the best keywords for your webpage. When you have an SEO or PPC campaign, it all starts with one basic element: keyword research. Keywords are the... view more

Top 3 Search Ranking Factors You Should Know About
July 26, 2017 | By: Tinny

Top 3 Search Ranking Factors You Should Know About

Read more on what it takes to improve your search engine ranking. Landing on the first page of Google’s search engine results is one of the ultimate marketing goals of many website owners. While Google is keeping mum on what... view more

The Importance of Social Media in SEO
June 28, 2017 | By: Tinny

The Importance of Social Media in SEO

Here’s why you need social media for your SEO. Nowadays, social media has inarguably become an indispensable tool in any marketing strategy. SEO, of course, is also one of those tools that have evolved with the many trends and changes... view more

5 ways to dominate google search results
April 27, 2017 | By: Tinny

5 Ways to Dominate Google’s Search Results in 2017

Here’s how to place your website at the top of search engine results. Creating a website that doesn’t rank well in Google’s search engine results page (SERP) doesn’t translate well to your overall business effort. In recent years, Google has... view more

above the fold
July 2, 2015 | By: The Conductor

Let’s talk about “The Fold”

We hear it a lot; client feedback that is focused on what content is and is not “above the fold”. To be perfectly honest, this old newspaper term can be a cause of frustration when it comes to good user... view more

June 3, 2015 | By: The Doctor

The Turbit

This crazy ol’ world of ours is spinning faster and faster everyday. Not literally, as we would all be slung to our spacey-doom. I mean figuratively we are all moving more quickly and filling every moment with some bit of... view more

welcome to the future
May 6, 2015 | By: Ilfusion Team

How Your Website Can Survive Mobilegeddon

Think your website is mobile friendly? Think again. Google’s new functionality changes have created a frantic need for websites to be optimized for mobile. Mobilegeddon is upon us, and your website could be at risk. See infographic below.

want a ballpark
April 23, 2015 | By: El Jefe

Website Cost: A Day at the Ballpark

A question that I get on a regular basis (read: every day) is, “How much will my new website cost?”. To which I typically say something like, “Well, that varies based on the amount of work that’s required to complete... view more

April 7, 2015 | By: The Inventor

Are you a Webspammer?

SEO practices are very different today than how they were even just a few years ago. The number one key to ranking well in search engines today is to create unique quality content. First post it on your website or... view more

social media happenings
March 25, 2015 | By: Ilfusion Team

Social Media Happenings

Ilfusion loves to bring you news on the newest social media functions and trends. Recently, there have been three major happenings in the social media world. Meerkat, a new app that has risen to fame due to the 2015 music... view more

big picture
March 12, 2015 | By: The Conductor

The Big Picture

Whether you’re laser-focused on a specific project, or taking a comprehensive approach to your marketing efforts, one aspect doesn’t change: always look at the big picture. Companies often shop at least a few agencies when they’re considering engagement with an... view more