Brand Archetypes Are Killing Your Brand
I’ve always been a bit of a rebel. I like things a bit weird, a bit different. Maybe it’s my creative brain shining through, or maybe I’m just stubborn. Either way, there’s one thing I know for sure: Brand Archetypes are seriously limiting the creative potential of your brand. Your brand has SO. MUCH. POTENTIAL. But when you rely on brand archetypes, you’re boxing that potential in, and that’s where the magic gets lost. Insert sad emoji face here.
Before I dive too deep into my rant, let’s have a quick crash course on Brand Archetypes.
What Are Brand Archetypes?
Brand archetypes are essentially a set of 12 profiles that brands supposedly fit into. These profiles—like the Hero, the Outlaw, the Caregiver—are used by many brand designers as a (in my opinion) lazy way to categorise your brand. They slap on an archetype, tick a few boxes, spit out some generic guidelines, and send you on your way. Bob’s your uncle, pay your invoice, thanks for coming.
Here’s the problem:
- They’re Generic: Slapping a “Hero” label on your brand doesn’t make it unique. It just makes it one of a hundred other “Hero” brands out there.
- They Put You in a Box: Your brand is multi-faceted and full of potential. Archetypes limit that potential by forcing you into a predefined mold.
- They Limit Your Creative Scope: Why settle for a narrow definition of what your brand can be? The possibilities should be endless.
- They Treat Your Brand Like It’s Come Through a Factory: Your brand isn’t a product on an assembly line. It’s unique, and it deserves more than a cookie-cutter approach.
The Archetype Breakdown
Now, according to ChatGPT (take that with a grain of salt, if you will), the 12 Brand Archetypes are:
- The Hero: All about courage and strength, this archetype wants to improve the world.
- The Outlaw: A rebel at heart, this brand archetype challenges the status quo.
- The Caregiver: Nurturing and compassionate, this archetype wants to protect and care for others.
- The Explorer: Driven by a need for discovery and adventure.
- The Creator: Imaginative and innovative, this archetype brings new things into existence.
- The Ruler: This brand archetype wants control and order.
- The Innocent: Pure and optimistic, always searching for happiness.
- The Sage: Seeker of truth and wisdom.
- The Magician: This archetype creates transformation and change.
- The Lover: Passionate and committed to relationships.
- The Jester: Light-hearted and playful, always bringing joy.
- The Everyman: Relatable and down-to-earth, this archetype connects with everyone.
Feel free to use these if you’re okay with your brand blending into the background, attracting the same clients as everyone else, and settling for a generic, mediocre existence.
Why I’m Pushing Back
Let me explain where I’m coming from. You know when you read a book and you’ve got this vivid image of a character in your head? But then the movie comes out, and suddenly that image is replaced by the actor’s face? You can never get that original vision back. That’s what brand archetypes do to your brand. They replace the imaginative, creative, and full-faceted personality of your brand with a cookie-cutter image.
And in this recent trend towards minimalist brands (I’m looking at you, PayPal, with your rebrand to something completely generic, forgettable, and plain), you’ve got an opportunity. As a small business owner who’s well-connected and tuned into what makes your brand special, you can stand out. You don’t need to follow the crowd or fit into a pre-made box.
If you’re seeking a truly memorable brand that shines in its own unique light, try this instead:
7 Ways to Craft a Unique Brand Without Relying on Archetypes
- Embrace your story: Your journey, values, and experiences can add a personal touch that no archetype can replicate. Let your story be the backbone of your brand.
- Zoom in on what you offer that makes you truly unique: What sets you apart from competitors? Highlight what makes you different and communicate that consistently across all your branding.
- Intimately understand your customer’s needs, wants and desires: Dive deep into what your customers truly value and shape your brand around their desires, not a predefined archetype.
- Experiment with visual styles: Break free from generic colour palettes and design elements typically associated with archetypes. Mix and match styles that truly reflect your brand’s personality. Unleash
- Create a thoughtful and considered brand experience: Think about how every touchpoint with your brand can offer a unique, memorable experience that’s true to your values and mission.
- Have fun with your brand tone of voice: Develop a brand voice that’s distinctly yours, whether it’s quirky, reassuring, or something else entirely. Don’t let an archetype dictate how you speak to your audience.
- Build a tight community: Focus on creating a loyal tribe around your brand, where your values and mission resonate deeply. The connection you build will be more powerful than any generic label.
Your brand is unique. It deserves a creative approach that honours its full potential, not one that squishes it into a pre-defined mold.
So, let’s throw the archetypes out the window and create something truly memorable, shall we?
Click here to learn more about my signature branding process (sans Brand Archetypes!) to craft a truly beautiful, unique brand personality that will make your brand a shining light in the darkness of generic, yawn-fest brands.