Why Brand Archetypes Don’t Work
Type ‘Brand Archetypes’ into Google and you’ll find countless articles and explanations of the usefulness of these 12 categories in defining your ‘brand personality’.
If you’ve never seen this tool – it originated with Carl Jung’s four main human archetypes, which marketers expanded into 12, as this graphic from Iconic Fox shows.
But don’t get too excited.
It doesn’t work.
Why Brand Archetypes Don’t Work
Where it all falls down is when you try and put it into practice. What actually happens when you try and use it with a client is a conversation along the lines of, “Well, we’re partly a Sage, but we really offer freedom so I guess that means we’re an Explorer? But we’ve always been known for our humour – so then we’re a Jester too…???”
It forces you into a one-dimensional place, and that’s not a marker of a strong brand.
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AUTHOR
Sarah Robb
I’m here to equip you with everything you need to create world-class brand strategies for your clients; elevating your skills, and the impact you have on their business. My clear, simple, step-by-step approach, based on 20 years global, multi-industry experience, cuts through the jargon, and equips you with the tools and confidence to run brand strategy projects for any client in any industry. Sign up for my free Brand Strategy Fundamentals course above, to learn my simple 7 step framework, or dive straight in to Brand Strategy Academy to learn exactly how to do it.
