Chapter 2: Adding Some Flavor
What is an archetype?
Personality archetypes were created by a Swiss psychologist, Carl Jung, in the 70s, and were later adopted by businesses to define brands. I’ll run through each archetype and give you an example of a famous brand for each.
Types of Archetypes
Use the drop downs to see an example of each archetype.
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Harley-Davidson Motorcycles
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Disney
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Nike
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Victoria’s Secret
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Rolex
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Johnson & Johnson
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Skittles
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Ikea
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Apple
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Dove
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TED
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Jeep
Discovering Your Archetype.
At this point, you should have a pretty well-rounded idea of who your target audience is, at least from a high-level. When selecting your archetype, consider the following:
Brand values
Emotions
Brand adjectives (aka, brand personality traits)
Interview customers and/or employees
The Sensory Game
Based on the mission statement, vision statement, name, values, and personality:
What does the brand look like in your mind?
How would your brand sound? Would it be aggressive or soft? Loud or quiet? Smooth or erratic?
If it could be touched, what would it feel like? Would it be warm or cold? Would it be metal or wood? Soft or sharp?