The 12 Brand Archetypes & How They Can Help Entrepreneurs

Building a magnetic brand isn't just having a logo or hiring a graphic designer; just like any other aspects of business, successful brands must have a strategy and cohesive identity.

Great brands are those that are so memorable and clear that you can recognize them even when you have only one of their assets in front of you. Let's take Nike for example; if you only see their swoosh logo you know it's them, if you only see a commercial without any graphics you still know it's them, if you see their shoes without any logo you'll still know it's them. Think of Google, their name is now a word we use to describe doing online searches as if there aren't other search engines.

But are you thinking what I'm thinking? These brands are giants and well established, do small businesses and entrepreneurs really need an aligned brand identity? Yes, even more so than Nike or Google! I'll share the reasons why entrepreneurs need a brand strategy on another article. Now that you understand why branding is important, let's talk about the 12 Brand Archetypes!

What's a brand archetype?

Brand archetypes are essentially personas that you can decide to use early own to create a consistent message and develop a subconscious character in the eyes of your ideal audience or customer.

In other words, you are creating a perception that is consistent and staying in your "role" or "character" which creates a strong brand recognition and dependability for your ideal customer.

Psychologist Carl Jung first used archetypes to understand what subconsciously drives and motivates us. In 2001, Margaret Mark and Carol S. Pearson introduced Jung's archetypes to the marketing world in their book "The Hero And The Outlaw."

Also, understanding and using your archetype helps bring you clarity because now you have a "script" and know what to say and communicate instead of being all over the place with your messaging, advertising, colors, etc. If you want to know how to know your brand archetype take my free quiz here.

The 12 Brand Archetypes