Take a dive into the world of brand archetypes — an invaluable tool for startup and established businesses alike.
We’ve heard the familiar saying “opposites attract” but we’ve also heard “like attracts like.” When it comes to brand archetypes, which is true regarding our target audience?
The strongest brands thrive due to three important factors: authenticity, visibility, and… consistency. Yet, in life it seems the only constant is change. How does a brand’s archetype fit into this?
Many times, when we talk about brand, we focus on the experience of your customers in relation to their interactions with you. But brand is also critical internally. The culture of your organization has everything to do with how your brand is perceived externally, so it’s important for it to be well established.
Another variation of the question is “Can/Should/How do we introduce new product offerings if they don’t align with our current brand archetype?”
Is your archetype “chosen” or is it “revealed”? Yes and yes. Hmm. Well…if you can pick your own archetype, how do you go about doing that? Your brand archetype impacts everything about your business. Here’s how to choose wisely.