Archetype or Not

Dear House Rules,

I’m just starting out in my business and I read an article on brand archetypes and the expansive effect they have in bringing my business offering to the public. What is your advice on how to select an archetype and do you believe it is a necessity for my brand marketing?

Archetype or NOT

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.

About Xavier Creative House

Founded in 2013, Xavier Creative House (XCH) is an award-winning healthcare creative agency specializing in pharmaceutical, biotech, and medical device. XCH’s global team of brand builders and healthcare marketers, tech-savvy go-getters, and innovative dream-vetters are passionate about the big idea that changes behavior in the healthcare marketplace. They believe life is about connections and that healthcare is about life. That is why XCH delivers bold and evocative creative solutions, amplified by meaningful technology, to energize brands and authentically connect with patients and HCPs.

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