Why use archetypes to build your brand story?

I was a sceptic too ...

I'm going to come right out with it.

When I first heard of brand archetypes, I thought they sounded like the business equivalent of astrology. To say I was sceptical understates my eye-rolling.

I had visions of Pisces with Aquarius rising, or whatever.

I was wrong.

Defining your archetype is an insightful way to home in on your brand personality, tone of voice, narrative, values and even the words you use. Your brand archetype shapes HOW you speak. It helps define WHO your business is likely to attract. It can also define your WHY.

Every story (including brand story) is built on variations on an original theme.

Archetypes are symbolic character types that appear over and over again in myth, folklore, books and even films. We recognise and understand these character types without explanation - the hero, the innocent, the rebel. To ground them in the 21st century, they've got big Main Character Energy.

And think of the stories that feature these archetypes. The Gentle Giant, the Girl Back Home, the Star-Crossed Lovers, Rags to Riches, Coming of Age, Zero to Hero, the Dark and Stormy Night, the Naive Newcomer. You recognise them, don't you, without me needing to explain? You can probably think of examples easily.

We know archetypes in our bones (and brains)

These aren't clichés as such. They're patterns of character or plot that we know in our bones. And our brains love patterns. We love to recognise, sort and predict.

And just as with movies and novels, we do something similar when we encounter brands. Yes, even B2Bs.

Let's say it again. We recognise recurring types when it comes to brands. That's why leaning into your brand archetype will identify how you make your buyers' lives better, so your marketing is more compelling. It will help your buyers get to those "aha" moments. It will help you attract more buyers and build business revenue.

I’m a sceptic no more. How about you? Do you know your brand archetype?

Coming soon

Brand archetype quiz - the first step to define your brand personality. I’ll keep you posted …