Authenticity in Branding: Harnessing the Power of Brand Archetypes

Apple or Andriod? Taylor Swift or Donald Trump? Ariel or Cinderella? How is it that certain organizations, individuals, and characters can command the total undivided devotion of their followers? What is it about these brands that inspire such absolute loyalty? And how can we harness that power as we create our own brands? The answer lies in brand archetypes.

One of the biggest challenges in branding is getting your target audience to care. Our worlds are so saturated with advertisements and marketing that most people rely on instinct or “gut feeling” when making choices. You may not be able to explain why you like Dunkin’ Donuts more than Starbucks, but you don’t think twice when pulling up to get your morning coffee.

Most commonly used in literature and film, archetypes are universally recognized characters or symbols that evoke deep emotional responses. In triggering these emotions, archetypes allow characters, situations, and brands to build an instinctual bond with their audiences. In other words, harnessing the power of archetypes is how you find your tribe.

When used correctly, brand archetypes offer several benefits:

• Enhanced Brand Identity: Archetypes give your brand a clear and distinct personality.

• Emotional Connection: They help your audience relate to your brand on a deeper emotional level.

• Consistency: Archetypes ensure consistent messaging and visuals across all platforms.

• Differentiation: They help your brand stand out from competitors by promoting unique values and traits.

Starbucks is going to attract different people than Dunkin’ because it offers a different vibe than Dunkin’. The vibe or brand personality is the key differentiator. In branding, archetypes help create relatable and consistent personalities, making it easier for audiences to connect with your brand on an emotional level. However, simply choosing an archetype is not enough to inspire wild devotion. If Starbucks suddenly started using the same colors and taglines as Dunkin’, it wouldn’t convince most of Dunkin’’s customers to stop in and order a Venti Pink Drink. It takes authenticity to bring the true power of brand archetypes to life.

So how does a brand ensure they’re choosing the right archetype to authentically communicate their message? It starts by knowing what each archetype is known for.

There are twelve overarching brand archetypes, each with unique characteristics and traits:

• The Innocent: Pure, optimistic, and wholesome.

• The Explorer: Adventurous, independent, and bold.

• The Sage: Wise, knowledgeable, and reflective.

• The Hero: Courageous, determined, and inspiring.

• The Rebel: Willful, disruptive, and revolutionary.

• The Magician: Imaginative, transformative, and visionary.

• The Citizen: Relatable, honest, and approachable.

• The Lover: Passionate, intimate, and empathetic.

• The Jester: Fun-loving, playful, and light-hearted.

• The Caregiver: Nurturing, compassionate, and supportive.

• The Sovereign: Authoritative, commanding, and responsible.

• The Creator: Innovative, artistic, and expressive.

Someone who connects with the Jester isn’t going to feel the same way about the Sovereign. If the Old Spice Guy suddenly started talking like Jake from State Farm, you’d feel more confused than connected. So how do we choose which archetype is best suited to our brand?

Determining your brand’s archetype involves a few key steps:

• Assess Your Values: Reflect on your brand’s core values, mission, and vision by asking questions like, “What does our brand stand for?” and “How do we want to be perceived?”

• Understand Your Audience: Consider what your target audience values and responds to, then determine what emotional response you want to evoke.

• Analyze Your Brand Personality: Look at your current brand personality and tone of voice. To authentically represent your product or service, your selected archetype MUST closely align with your brand’s default personality.

Throughout this process, authenticity is key. Your archetype should feel like a natural extension of your brand’s true identity, not a forced persona.

Okay, you’ve identified your brand archetype. Now it’s time to use it.

The first step in integrating brand archetypes into your brand strategy is to align your visuals and messaging. Take a close look at the colors you’re using, your word choice in written copy, and every component of your brand identity to ensure consistency across all touchpoints. Your website, social media, and packaging should all tie back to your brand archetype. Look at successful brands for inspiration — think of how Disney harnesses the power of make-believe to reflect its Magician archetype, or how Patagonia’s color palette reflects the outdoors in connection to its Explorer identity.

Ultimately, brand archetypes are a powerful tool for promoting authenticity. They help create a relatable and consistent brand personality, enabling deeper emotional connections with your audience. By understanding and implementing archetypes you can build an authentic, compelling brand that resonates deeply with your audience and stands the test of time.

So, what’s your brand’s archetype? Share your thoughts in the comments or reach out to request a brand strategy consultation to help identify the perfect archetype for your brand.