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 Gen...