Have you ever wondered how some brands seem to ooze personality? Right from the bat you connect with them; their marketing, content, visuals–the entire branding evokes an emotional bond. They just get you!
What if I told you that this clear brand voice, authentic values, an almost intuitive communication plan and captivating visual identity can be traced back to an understanding of their brand archetype? Sounds interesting, right?
Archetypes are a universally recognised theory rooted in the school of psychology (thanks Carl Jung!) They allow for an understanding of basic human motivation, mindset and emotions by organising and categorising characteristics. These categories, or archetypes, enable us to identify the commonalities in the groupings, by bringing to light the story and associated symbolism. Because these archetypes are embedded in society (history, literature, popular culture) their recognition is almost unconscious–we are programmed to identify them. When an archetype is identified, it triggers an emotional response–this is where the magic lies!
Humans are social creatures; we seek connection. So when a brand embodies an archetype, it is instantly recognisable and a sense of trust is established. When done correctly, a brand archetype will foster your ability to create a soulful connection with your audience, your brand voice rings with authenticity, you purpose is clear and your values and beliefs are aligned with your vision. Now, we all know I live for this.
As a brand designer, creative coach and strategist, I know the importance of a strong brand identity, and how it all comes down to connection. I have been diving deep into this theory and I have created my own Brand Archetype series which I will be launching next month. In short, the series will help you:
- Gain clarity on your purpose and motivations
- Recognise your fears (so you can move through them!)
- Understand your main goals and how to achieve them
- Define your brand voice (based on your archetype)
- Shed light on how to connect with your audience
- + more
Keep your eyes peeled for news on the release date in your inbox. If you’re not on the mailing list yet, it’s not too late to subscribe.
It’s going to be enlightening and epic! Stay tuned.