What is a Brand Archetype?

What is a brand archetype? A brand archetype is a human-like or animal-like character that represents a brand. It’s an effective way to represent the characteristics of a brand as well as its values and personality. From marketing materials to employee training and also for hiring new employees, it is a useful element of a brand. Businesses can find the perfect candidates for job openings by using this technique. If you’re looking for new team members, it’s important to know what type of person would fit best at your company.

What are the 12 brand archetypes?

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innocent

The idealist who wants to make the world a better place.

The independent spirit who seeks new frontiers.

hero 1

The bold leader who motivates others to be their best.

caregiver

The compassionate nurturer who puts others first.

rebel

The nonconformist who challenges the status quo.

lover

The passionate pursuer of all that is beautiful and good.

magician

The visionary who turns dreams into reality.

ruler

The power player who knows what it takes to win.

sage

The knowledgeable advisor who provides guidance and wisdom.

jester

The fun-loving free spirit who brings joy to others.

everyman

the relatable person next door that everyone can identify with.

creator

The inventive person that is innovative, expressive, and original

How does a brand archetype benefit a business?

A brand archetype helps businesses communicate their brand message through visual representation. It will help make the message more clear and memorable for your customers. It will also make it easier for your customers to recognize your brand and remember your business. Customers will be able to see your brand’s values and personality through the use of a brand archetype. It can also make it easier for employees to know what type of brand values they need to represent. The overall brand message is easier to understand when represented by an archetype.

Some of the benefits of using a brand archetype include: 

Better brand recognition – Customers will understand the overall message of your brand better.

Easier to understand brand values – Each brand archetype represents specific brand values. 

More memorable brand message – Customers will remember your brand better.

How can a brand archetype be used in branding?

Using a brand archetype, a brand and its story is brought to life. Creating marketing materials, including logos, websites, and social media graphics becomes more meaningful. It will help you create a consistent and unforgettable brand story. It will help customers understand the purpose of your brand and what it’s all about. You can also use it to dictate the language used in the brand story as well as the style of content created around the brand.

brand archetype

Some ways that a brand archetype can be used in branding include:

Develop the brand story – Helps you develop the brand story and bring the brand to life.

Create consistent branding – Helps you create consistent branding and content that fits the brand’s image and personality.

Dictate the language used – The language used in branding is more clear and representative of your brand. For example a Rebel would speak differently than a Ruler.

How can a brand archetype be used in recruiting?

With a brand archetype as a guide, good candidates are easier to find. If you’re looking for new employees, it’s important to find people who will fit well within your archetype. It can help you find candidates who match, not just the job description, but also your company image. You can use it to screen for candidates who already have the necessary skills and personality traits, as well as to ask questions related to the brand and their career goals. This can be a helpful way to narrow down candidates and find the perfect fit for your company.

Other Benefits

Brand consistency

Decreased risk of mistakes

Better employee retention

Improved employee morale

Greater customer satisfaction

Better public relations

Better financial performance

Summary

A brand archetype is an important element of your brand. From marketing materials to employee training and also for hiring new employees. It can help your business communicate your brand message through visual representation and helps make the message more clear and memorable for your customers.

Customers will be able to see your brand’s values and personality and it also makes it easier for employees to know what type of brand values they need to represent.


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