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Why a Brand Archetype Can Shape Your Personality



In the world of branding and marketing, having a brand personality is a vital brand pillar that guides content creators in their marketing efforts. But how do you develop and employ a brand personality in a way that resonates authentically with your audience?


The starting point is a thorough understanding of your company’s culture and purpose. This understanding serves as a fundamental building block. Yet, to truly connect with your audience, your brand personality must come alive.


Carl Jung, a Swiss psychiatrist and psychoanalyst, introduced the concept of archetypes which are universally recognized symbols, characters, or themes that represent fundamental concepts, stories, or ideas. Jung’s belief was that archetypes shape our thoughts, behaviors, and dreams, offering a window into understanding the intricacies of the human mind.


In branding, this concept of archetypes can be an empowering tool. Brand scientists and marketers employ Carl Jung’s archetypes to create a framework for building a brand personality. By aligning with a specific archetype, the process of crafting compelling content becomes not only easier but more effective.


Why does this matter? Nike as an example boasts a rich history of infusing its branding and advertising with heroic themes. “Just Do It,” their iconic tagline, isn’t merely a catchy phrase—it’s an invitation for individuals to embark on their own heroic journeys. It encourages them to overcome obstacles, challenge their limits, and aspire to greatness.


All of Nike’s characteristics are associated with the Hero archetype. Nike’s brand personality aligns seamlessly with the universal attributes and qualities attributed to this archetype. It’s an appropriate example of how a brand can use archetypes to speak to the innate aspirations and desires of its audience.


Here’s a practical exercise to consider: Take a closer look at the stories your brand tells. Do they follow classic narrative structures, like the hero’s journey or the caregiver’s nurturing narrative? These narrative patterns can offer valuable insights into your brand’s archetype. They provide clues that help you understand the essence of your brand personality and how it resonates with your audience.


While the concept of a brand personality may appear elusive at times, it needs to be far from nebulous. It should be deeply rooted in the universal symbols and themes that Carl Jung’s archetypes illuminate. By aligning with a specific archetype and crafting content that taps into its universal characteristics, your brand can come alive, creating genuine connections with your audience that shape their perceptions and build long-term loyalty.



The 12 Brand Archetypes:

12 Brand Archetypes. Creator, Citizen, Caregiver, Sage, Sovereign, Outlaw, Magician, Lover, Jester, Innocent, Hero, Explorer
Picture of Alysha Smith
Alysha Smith is the chief executive officer and creative director at modern8, a strategy focused design agency in Salt Lake City, Utah.

The execution and world deliverance of your brand that is produced with intention with thriveability for the future of what can be and beyond.