Dear Archetype or NOT,

Archetypes are the cherry on top of the branding sundae. Certainly, this is a goal if you are investing in a professionally facilitated positioning exercise. An effective archetype engages your buying public in a concept that is already familiar to them (whether consciously or sub-consciously) and connects that persona with your business, product or service. The use of archetypes in marketing was patterned after the psychological concepts created by Swiss Psychiatrist Carl Jung. For example, the Nike logo includes the infamous swoosh which symbolizes the wings on the Greek Goddess of Victory. The reference point here is the Hero; symbolizing courage, a universally admired quality. The North Face symbolizes the rugged adventure of conquering a mountain, Apple sources innovation as its inspiration. Understanding what is compelling about your brand enables you to stay true to your vision and the purpose of an archetype is to convey that message to the buying public. An archetypes enable your brand to transcend age, gender, social standing and most importantly appeal across channels.

 

This is definitely one of those areas for which, if you can’t do it right, don’t do it at all. Not every brand chooses an archetype but when the right process is used to select one, there is a good chance your business will be exceedingly memorable. It is an advanced concept, not easily understood by the extended work team. Selecting your brand archetype is definitely a group exercise and most wisely, a facilitated session led by a brand expert. Given the complexity of this brand strategy, we recommend you read the following text on developing archetypes before taking on this endeavor. http://www.amazon.com/The-Hero-Outlaw-Extraordinary-Archetypes/dp/0071364153.