Culture, Identity

The Role Of An Archetype In Brand Identity Formation

Brand Identity Formation

The brand identity formation is a kind of thing now. Since everyone has a different approach and vision of the exact “ideal work scheme”, the most classic solution brand identity discovery is the archetype method. We will interactively tell you about the archetypes of brands and help you to determine the right archetype for your company in three steps.

Which type are you?

Before moving on to the topic, let’s discuss the I: the term “archetype” was suggested by Karl Jung. He expressed the hypothesis that the collective unconscious consists of powerful primary mental images, the so-called archetypes (literally, “primary models”). They are formed in people’s subconscious based on the society in which he lives.

Simply put: Aligning your business with your natural archetype will help you discover your true purpose – your “Why” and thus help you create a more aligned and sustainable organization. In the core of an archetype, there are values that an individual adheres to in his life. These values form a person’s character and influence his behavior. Based on the Carl Jungs model of Archetypes, we can split them into 12 archetypes and 4 groups.

Shall we dive deeper into the archetypal world?

Group #1. They wish to structure the World

The Creator. They’re driven by self-expression in material form. They love both the procedure and the result of creating something that has never occurred before.

  • The motto: “If something can be imagined, it can be created”.
  • Brand example: LEGO.

The Ruler. It is specific for men and women who tend to enjoy managing, controlling associations and structuring their possessions. They are usually portrayed as extremely responsible men and women who take on many responsibilities.

  • The motto is “Control is everything”.
  • Brand example: Rolex.

The Careful. Gains pride from caring and creating a comfortable, safe environment for others. Do not like dangers, prefer proven schemes.

  • The motto: “Love your neighbor as yourself”.
  • Brand example: Unicef.

Group #2. Longing for the perfect past.

The Seeker. Focused on creating a better world. Calls for experience, encouraging you to go on a new journey.

  • The motto: “Don’t hold me back”.
  • Brand example: Red Bull.

The Thinker. Motivated to provide a reliable source of information and informs the audience with precise data.

  • Motto: “Truth liberates”.
  • Brand example: BBC.

The Child. Seeks for the ideal through doing the right thing, morality, and security. They attempt to discover the good in all, to create harmony around them and not to complicate life.

  • The motto: “Free to be yourself”.
  • Brand example: Evian, McDonald’s.

Group #3. Leaving the mark in the World.

The Hero. The mission of any hero is to save the world. The place in which he is able to reveal the image of the hero: the competition, the street, the battle, the workplace, politics.

  • The motto: “Where there is a will, there is a way”.
  • Brand example: Snickers.

The Rebel. Any brand that seeks to free itself (or others) from the pressure of the prevailing culture is a Rebel. He carries his idea, vision, understanding, and wants to broadcast it to the outside.

  • The motto: “Rules exist to break them”.
  • Brand example: Virgin.

The Wizard. He attempts to leave a mark on the world by trying to achieve impossible. The image of a competent and gifted person who has access to little known information or other knowledge.

  • The motto: “It can happen!”
  • Brand example: Tesla.

Group #4. It’s necessary to feel the connection to the world around you.

A Jester. He’s cheerful, energetic, spontaneous – he opposes the established rules and standards. The brand tries to alter the accent so the boring and ordinary things become fun and cheerful.

  • The motto: “If I can’t dance, I don’t want to participate in your revolution.
  • Brand example: Netflix.

Nice little guy. He does not wish to stand out and be different, he would like to fit in. His core motivation is to be accepted by society. With this archetype, happiness and balance of mind are in simplicity.

  • The motto: “Like everybody else.”
  • Brand example: Ford.

The Lover. Sensuality is the main characteristic of this archetype. The concept of love can be manifested in various portions and forms – by the parent, friend, love, and as can as well be spiritual, intimate, passionate, etc..

  • The motto is “I can feel you”.
  • Brand example: Vogue.

Defining the archetype

Brand Acrchetypes 1

Step 1: Gather information

The best way to get all the information you need is a well-written brief. We need enough information about the client’s problems, goals, and objectives that he wants to realize, information about the target audience, and current competitors in the market.

Step 2: Analyze the target audience

Gather information about potential clients. Analysis should include the definition of their needs, goals, values, and messages. Finding points of contact:

  • What do they have in common?
  • What is important for all groups?
  • What can our brand focus on when it comes to image creation?

Step 3: brand-mapping

We analyze our competitors, highlighting:

  • Direct competitors;
  • The most successful;
  • The most similar to us in positioning, target audience, product or service;
  • Geographical segment.
  • Then we make a competitor map to find free space for our brand. In an area where there will be less concentration of them and it will be possible to get market share as customers.

Step 4: Aligning the values

The most powerful brands are aligned from the top down. Their leaders feel and live the message and based on that, they create the culture in the company. Aligning the leader & company values is an important step for the long term success of the brand formation process.

Brand Identity Development – Final Thoughts

We told you how to use the archetype method to form a brand. All you need is a good example to create a picture. Let’s use it as a conclusion: we, as a cool team, took a very responsible approach to form our brand – Freshlab. Having listed above 12 archetypes and analyzed our niche, we are ready to present you: The Hero and Creator mesh – Freshlab.

We see the World as it is – magical in some areas but broken in others. By trying to discover those broken areas and helping companies transform them into better ones, we make the world a better place.

So, let’s create something great together!