How and Why You Should Define Your Brand Archetype

If you’re feeling lost when marketing your business, this may be your new secret weapon. Your brand archetype can act as a north star to always point you in the right direction!

What is a brand archetype?

Your brand archetype is essentially like a personality type, but for your business.

If you’ve ever taken a Meyers-Briggs test, or have read about your horoscope personality traits—these are both similar to a brand archetype.

A brand archetype tells the following about your business:

• Your main goals and aspirations
• Your motivating factors
• Your strengths
• Your weaknesses
• Businesses that are similar to yours
• …and lots more

What are the brand archetypes?

These are the 12 brand archetypes and their desires:

1. The Outlaw — Liberation
2. The Magician — Power
3. The Hero — Mastery
4. The Lover — Intimacy
5. The Jester — Enjoyment
6. The Everyman — Belonging
7. The Caregiver — Service
8. The Ruler — Control
9. The Creator — Innovation
10. The Innocent — Safety
11. The Sage — Understanding
12. The Explorer — Freedom

Which one do you think you are?

Why do brand archetypes matter?

There are tons of reasons why brand archetypes matter, but in my opinion, the most important is this: a brand archetype gives your business a compass to follow.

Without a brand archetype, you may find yourself floundering and having a hard time deciding what to do next.

Your brand archetype can help you:

• Make decisions on your messaging and target audience
• Narrow down design choices
• And even dictate the products or services that you offer

This is ESPECIALLY true if you are a founder or solopreneur, who is closely intertwined with your business. Your brand archetype should feel like a perfect fit, and it should feel totally natural to work—and play—within it.

How do I determine my brand archetype?

There are TONS of resources out there to learn more about the different archetypes, and even quizzes to help you determine your closest fit. I regularly browse “brand archetypes” on Google and Youtube to see what new and shiny things I can find.

Below are two of my favorite brand archetype quizzes:

• Focus Lab’s Brand Archetype Quiz: https://info.focuslab.agency/brand-archetype-quiz
• Archetype SC’s What’s Your Archetype? Quiz: https://www.archetypesc.com/12-brand-archetypes-quiz

What is the best way to start finding my brand archetype?

Personally, I like to have my clients use the “Sorting Hat” method (if you’ve seen/read Harry Potter, you know exactly what I mean):

1. From the diagram and examples, pick out which brand archetype you THINK you are.
2. Take two brand archetype quizzes to double-check your results.
3. Compare your gut instinct with your quiz results, and analyze the findings.

Did your guess match your results? Let me know in the comments! 🙂

What if I am stuck between two brand archetypes?

Don’t panic—you are allowed to have a secondary or “sub-archetype” too!

I would advise narrowing to one if at all possible, as it will make your life much easier. BUT, even I myself feel that I have two brand archetypes:

1. My primary, character-defining brand archetype: The Explorer 🗺️
2. My secondary, desire-to-be brand archetype: The Sage 🧙🏼‍♀️

What do I do once I find my brand archetype?

Once you discover your brand archetype, make a plan of action!

Put your newfound brand archetype to use:

1. Research other brands and businesses in your brand archetype to get inspired
2. Outline your positive traits and strengths, and learn how you can use them to your advantage
3. Define your weaknesses, and how you can prepare for and address them when they pop up
4. When planning your content or marketing efforts, ask yourself “What would The _________ do/say?” (i.e. “What would The Explorer do or say?”)

Want some help discovering your brand archetype?

Send me an email, or schedule a meeting with me, and let me know how I can help you!

🙂