Finding Your Brand’s Voice: Using Archetypes to Develop a Consistent Brand Message

In today’s crowded marketplace, it’s more important than ever for businesses to have a strong brand identity that stands out and resonates with their target audience. But with so many brands vying for attention, how can you create a brand that truly connects with your customers?

The answer lies in finding your brand’s voice – the unique personality, values, and messaging that defines your brand and sets it apart from the competition.

BRAND sketch on notebook

In a recent 2023 State of Marketing report, 24% of marketing executives say that strengthening brand identity is a priority. Defining your brand’s archetype is the first step. 

Archetypes are universal symbols and characters that tap into our subconscious minds and evoke certain emotions and associations. By identifying and using the right archetypes for your brand, you can create a consistent brand message that speaks directly to your ideal customers.

In this post, we’ll explore the concept of brand archetypes and show you how to use them to develop a strong and consistent brand voice. We’ll cover the 12 main archetypes and their characteristics and provide tips and examples for using them effectively in your branding. 

The History of Brand Archetypes

The concept of brand archetypes was popularized by renowned Swiss psychologist Carl Jung, who identified 12 universal archetypes in our collective unconscious. These archetypes are powerful symbols that tap into deep-seated emotions and desires and can be used to create a compelling brand identity that resonates with your audience.

Let’s look at the 12 archetypes and their defining characteristics to identify which ones align with your brand and messaging.

The 12 main brand archetypes are:

  1. The Innocent – A pure and idealistic archetype characterized by naivety, optimism, and purity. 
  2. The Explorer – An independent and adventurous archetype full of curiosity and exploration. 
  3. The Hero – A strong and courageous archetype that fights for justice and stands up for the underdog.
  4. The Caregiver – A nurturing archetype devoted to helping others in need. 
  5. The Creator – An imaginative archetype driven by creativity and self-expression. 
  6. The Magician – A powerful archetype that uses knowledge as a form of magic to manifest change. 
  7. The Ruler – An authoritative figure who seeks power, control, and order.  
  8. The Sage – A wise and knowledgeable archetype that seeks an understanding of the world. 
  9. The Jester – An entertaining archetype who uses humor to lighten things up. 
  10. The Lover – A passionate archetype focused on connection, emotion, and devotion.
  11. The Everyman – A relatable and ordinary archetype with a likable personality. 
  12. The Outlaw – An edgy and rebellious archetype challenging the status quo.

By choosing one or more archetypes that align with your brand’s values, you can create a strong and consistent brand message that resonates with your audience.

5 Tips to Help You Get Started

To help you get started, here are some tips for using these archetypes effectively in your marketing and branding:

  1. Identify which archetypes resonate best with your brand
  2. Create a core message that reflects the chosen archetype(s)
  3. Use visuals, storytelling, and other content to bring the most consistent messaging to life
  4. Develop an engaging personality for your brand that is consistent with the chosen archetypes
  5. Make sure all of your branding elements (e.g., logo, typography, colors) reflect your chosen archetypes 

Using these tips and examples to incorporate brand archetypes into your messaging strategy, you can create a unique identity that stands out from the competition and resonates with your audience. 

With a strong and consistent brand voice, you’ll be well on your way to building a powerful and memorable brand.

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