Do you know your brand archetypes?

This notion becomes apparent when considering that most people know someone who’s the life and soul of the party (the Jester), or someone who possesses profound wisdom and offers invaluable advice (the Sage). Perhaps you’ve encountered a friend who effortlessly exudes love and constantly attracts others (the Lover).

We naturally gravitate towards brands and individuals that mirror our archetypes. By identifying your brand’s archetypes and aligning your brand as closely as possible with them, you can create a brand that resonates and endures with your target audience.

So, how many archetypes should your brand relate to?

It might be tempting to claim allegiance to all 12 archetypes to maximise appeal. However, this rarely proves effective and instead creates an identity crisis where your audience struggles to discern your brand’s identity or motives, resulting in a perception of insincerity or just flat out doesn’t get who you are or who you’re for.

Standing out in the crowd

We advocate the idea of relating to just two archetypes – a dominant archetype that speaks of your purpose, and a secondary archetype that speaks of your personality and helps your brand stand out amidst competitors.

The tissue paper company, Who Gives A Crap, is a great example of this. The market is saturated with companies promising eco-friendly rolls made of recyclable paper. To differentiates, Who Gives A Crap cleverly associates itself with the Jester archetype as well. This alignment infuses the brand with a sense of fun, excitement, and playfulness, distinguishing it from competitors and attracting its target audience. It also allows them to add a sense of fun and humour to their brand.

To the right audience, their product becomes a no-brainer choice, making it easy to choose them over any other competitor. The significance of getting your mix of archetypes right cannot be understated.

At Zap, we utilise brand archetypes as part of our brand strategy process to help you craft a brand identity that cuts through the noise in the most authentic and unique way possible.