(What are) Brand Archetypes?
When it comes to brand strategy, understanding and embodying your Brand Archetype can be a game-changer.
The concept of Brand Archetypes originates from the work of psychologist Carl Jung, who identified universal characters or "archetypes" that exist within the collective unconscious. These archetypes tap into deep-seated human emotions and experiences, shaping how we perceive and connect with stories, symbols, and, ultimately, brands. While a brand personality might describe the surface-level traits of a brand—like being friendly, bold, or luxurious—an archetype goes deeper, representing the brand's core essence, purpose, and the emotional response it elicits in its audience.
Identifying and aligning with a specific Brand Archetype can help create a more authentic and compelling brand narrative. It provides clarity in your messaging, consistency in your visuals, and a stronger emotional connection with your audience.
For wellness brands, certain archetypes tend to resonate more deeply, reflecting the values and desires of both the brand and its customers. In this quiz, we're focusing on eight key archetypes—The Hero, The Outlaw, The Magician, The Caregiver, The Innocent, The Lover, The Jester, and The Explorer—because these are particularly predominant in the health and wellness industry. Each of these archetypes embodies unique traits and motivations, from the Hero's quest for greatness to the Caregiver's nurturing spirit. By discovering your brand's archetype, you can unlock a powerful tool for guiding your brand strategy and building stronger, more meaningful connections with your audience.
Predominant Wellness Brand Archetypes
The Hero
The Outlaw
The Magician
The Caregiver
The Innocent
The Lover
The Jester
The Explorer
Other Archetypes
The Creator
The Everyman
The Sage
The Ruler