What are brand archetypes? Archetypes have their roots in Greek Mythology and are grounded in decades of psychological research. They are universally recognized figures that stand for certain basic human motivations and emotions.
According to psychology-driven brand strategist, Kaye Putnam, “As humans, we want to connect with people – not products or services. So, when a brand takes on a primary character archetype, people recognize it – they get it. When people understand your brand, they can begin to like and trust you, which leads to sales.”
We, human beings connect with archetypes at an instinctive and primitive level, because they are pre-programmed into our sub-conscious. When we see the 12 Jungian Archetypes, we find each one very familiar, because we can relate to one or more of them or we know people in our lives who express these archetypes.
In this interview, Kaye explains what are archetypes, why are they’re so important in personal branding and how to apply the results of her Jungian archetypes test in creating your own personal brand.
She also explains how your brand perception, brand positioning strategy, brand messaging (such as brand taglines) and brand identity design might change once you get clear on your archetype.
Image Credit: conorneill.com
Each of these archetypes corresponds with a basic human desire. Archetypes are the personification of these desires. So they're an extremely useful tool to define your brand positioning and to understand the personality traits that will resonate with your target audience.
The most loved brands are able to connect with their audience on a deep emotional level because they are aligned to a specific archetype. When you build a brand based in psychology and your unique personality, you’ll attract the perfect clients for you.
The first step to doing this is to know your own archetype and your innate brand advantage so you can uncover the secret language of brand archetypes to attract your ideal clients.
Click here to take Kaye’s Free Brand Personality Quiz and discover your unique strengths and psychological triggers to attract more of your ideal clients.
Kaye’s Brand Fluency Courses will help you discover what "on-brand" means for you so you can create meaningful connections with your ideal clients and customers.
Use this Jungian archetypes list to unlock your brand's potential with a powerful action plan, aligned with your brand archetype.
More branding resources from Kaye:
· Brand New Brand - Brand incubation on your schedule
· The Clarity Code - Get clear on your brand so you can scale
· Brand Advantage - 30-day brand-expanding sprint
In Kaye’s Free Workshop you’ll learn how to build a crystal-clear brand that attracts your ideal clients without compromising your true self, values, or beliefs.
In her Free 5-Day Define Your Brand Mini Class, you'll be defining your BRAND CORE and take your business on a jam-packed brand sprint with discovery prompts, challenges, worksheets, and some special gifts to help set you up for success.
The first step in defining your brand personality, message and positioning is to understand your customer's WHY. What emotion or desire makes them decide to work with you or buy from you?
What personality, behaviours, language, and tone of voice do you need to use in your message to evoke the emotion in your customer’s WHY? Everything you communicate as a brand should have that WHY at the core of your messaging.
You must align your brand with the archetype that most appeals to that desire within your customer. When you align your brand with an archetype, it allows you to achieve 2 results:
Take Apple for example, which positioned itself to appeal to the Outlaw archetype and later changed its brand positioning to appeal to the Creatives with their tag line, “Think Different.”
So to differentiate your brand from others in the same field, you can create a brand personality based primarily on your core archetype and partly on one of your secondary archetypes.
Once you have your own archetypal mix, you can begin to flesh out your own brand personality. Don't try to appeal to too many personalities in your brand messaging or you'll end up with a confused brand. And when you try to appeal to everyone, you appeal to no one.
Write Your Personal Brand Positioning Statement
Your personal brand statement must tell your audience:
1. Who you are
2. The value you bring
3. Reasons they should believe in you
Your brand positioning statement must reflect all these things:
I help [WHO] do [WHAT] so they can [RESULT]
As an example, here’s my personal brand statement:
"I help entrepreneurs & CEOs build a Powerful Personal Brand so they can go from Unknown to Well-Known and stand head and shoulders above the competition."