Brand archetypes are the secret sauce to creating stronger brands, and are an essential tool for any marketing toolbox! To learn more, read the introduction here.
Remember, your archetype is a way to manage meaning. Ultimately it is subjective. An artist paints a canvas. As it later hangs on the gallery wall, two people looking at it have two different interpretations of what it means. Meaning is in the heart of the beholder.
In the same way that you can’t be everything to everyone, you also can’t always be one thing to everyone. For example, to one person, Google is a Ruler brand. But to another, Google is a Sage brand. Theoretically, Google is indeed a Sage archetype, filling the consumer’s need for understanding and knowledge. But does that mean the one who feels Google is a Ruler is wrong? Of course not — you can’t tell someone that what they feel is wrong or that their experience is invalid. Perhaps that person has only encountered Google the giant corporation who captures our data, the ubiquitous Big Brother who tracks our every online move, the king of search engines – heck, the king of the entire internet. Your brand says as much about what resonates with that person (based on their individual perspective, personality, and experience) as it does your own strategic positioning.
You want to position yourself as one archetype. Let that be your goal, and just work on getting as close to that as possible. This isn’t a perfect world, and things aren’t always black and white. But don’t let that deter you. Going back to the artist’s painting on the gallery wall — if his goal was to create something ambiguous and open to interpretation, he can do whatever he wants, simply being focused on expressing himself and letting the chips fall where they may. However, if he wants it to mean something specific and he wants to communicate that specific meaning with others, he’s going to have to be a lot more intentional and clear in his execution. That painting then won’t be so abstract, but more literal, more thoughtful. That’s how you want to approach your branding: intentionally crafting every impression. Ultimately, you don’t have control over someone else’s thoughts and perspectives, but that shouldn’t stop you from doing your best to manage the meaning of your brand.
The way to determine your archetype is simply to survey others. You will probably find that people in different stations in life will have different perspectives in looking at you. Focus on your existing customers as well as your ideal customers. Conduct focus groups, put a survey on your website, talk to your customers. Monitor your reputation online, and get direct feedback where possible.
To get started, multiple choice works well, with a write-in option available. If you have a lot of really divergent responses, that’s a sign that you may need to tighten up on your brand positioning and expression.
Do you have a burning question about brand archetypes? Want to dig deep and explore the hidden potential of your brand’s personality? Let us know! We will be happy to schedule a consultation to find out how you can use the power of brand archetypes in your marketing. Still haven’t taken the quiz? Set aside ten minutes and do it here: brandpersonalityquiz.com.
You’ve been introduced to brand archetypes and are trying to determine which one you are, yet you see more than one archetype that your business could align with. How can this be? What gives?
Just think where we’d be without structure and order in our lives. While power, control, and authority may be easy to abuse, chaos still needs to be managed. Brands that are able to provide the world with the security and stability we all desire are the ones that earn the title of Ruler.
The courageous triumph over adversity is the defining characteristic of the Hero archetype. Finding deep satisfaction, exhilaration, and purpose in this feat, the Hero archetype displays great tenacity to achieve it, with a “never give up” attitude. We’ve all been inspired — or saved — by a hero… where would we be without them?
