Hello there, you awesome person! By now you've probably caught on to the hype about branding and how it can benefit your small business. I know a lot of start-ups and entrepreneurs are scared of branding, because of all the data and research involved. Luckily, there's an easier way to find out what your brand personality is and to get a better understanding about the kind of client you serve. WHAT ARE BRAND ARCHETYPES?
Archetypes were invented by the Swiss psychiatrist Carl Jung. He believed that we relate to characters in film and stories because of symbolism that was already embedded in our conscious and subconscious mind over a long period of time. WHY DO WE USE ARCHETYPES? Archetypes are nowadays used in anything from Hollywood movies and psychiatry to branding. It is a set of established, researched and scientifically proven psychological profiles that influences how people see you and your brand. It also determines – very accurately – who your perfect client is and how you can reach them. HOW CAN I USE ARCHETYPES IN MY BRAND? Knowing your archetype is like having a small, magic compass that keeps pushing you into the right direction. You can have more than one archetype: a dominant archetype and a secondary one that can lead you to you perfect customer. I am mainly Creator, with a small splash of Ruler in between. I know my customers look for long lasting, unique solutions that are of high quality. By knowing more about your customer, you can tailor your brand to suit them and draw that perfect John/Jane Doe to use your product or service. Archetypes help you define your core values, your beliefs and what you stand for. These things are usually so ingrained into your being that it will always be there and it will seldom change. It will automatically be part of your brand because that is just who you are. So what else can archetypes do for you? It clarifies your tone of voice: how you will write your content, what visuals you will use, how you will interact with your clients and so forth. It will ensure consistency throughout your entire brand. All these things, in the end, makes it easier for you to live your brand in an authentic way. By adding a bit of you and your archetype into your brand, it will stay true to you and as a result, it will ALWAYS be unique. WHO ARE THESE ARCHETYPES? There are 12 unique archetypes as described by Carl Jung: (Click on each to learn more) The Hero The Creator The Lover The Explorer The Rebel The Sage The Nurturer The Magician The Regular Guy / Girl The Ruler The Innocent The Jester Are you curious about your brand archetype? Take the BOLD quiz here and find out!
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