How can you use brand archetypes to create a consistent brand identity?

Brand archetypes = Your brand's personality. You want your brand to be known for its one big trait & that is what will set it apart from its competitors.

Just like everyone already has a personal brand, everyone already has a brand archetype. A brand archetype is the representation of your brand (you), as a persona (your personality), and is based on your values and core identity. The brand archetype concept was developed by psychologist, Carl Jung and identifies 12 primary personalities. The benefit of identifying and amplifying your archetype, is that it will help you build an authentic narrative that will create an emotional connection to attract your target audience. When crafting your personal brand, you can use your unique archetype as a tool to align with the needs, desires, and values of your audience to build confidence and trust.

Earlier this year I was developing the brand identity of REDKNOT, a travel agency. Most of the TSA( Traveling Solution Agency) prefer the color blue as their brand color. But we decided to go with red. Why you say? Red is about passion, love, survival, and life. We see red as a danger because it is the color of blood which makes us scared for our life. But also you see the color red when you see the birth of a child. Redknot is a migrating bird that migrates from north to south hemisphere traveling almost 9,300 miles. On its short lifespan, it migrates two times. This migration is for their survival, for bringing the next generation. We took motivation from that and set the brand archetype as explorer, caregiver, and lover.

The first step in identifying your brand archetype is to reflect on your core values, beliefs, and personality. Consider your strengths, passions, and interests, and think about the qualities that set you apart from others. You should review your personal and professional experiences, challenges, and successes to identify key themes or patterns in your life story. Next, understand the 12 primary archetypes and familiarize yourself with the unique characteristics and traits of each one to see which archetype aligns most closely with your personality, self-reflection, experiences, and core values. Choose and embody the archetype that represents your authentic self, feels most natural, and true to who you are to craft your personal brand.

Leveraging brand archetypes is a potent strategy for forging a consistent brand identity that resonates deeply with your audience. To do this effectively, understand your target audience's values and preferences. Next, choose a brand archetype that aligns with your brand's personality and values — I lead with Sage; however, my heart is Outlaw and my soul is Lover. You can see this in everything I produce. You should also craft a compelling narrative that embodies your archetype(s), consistently infusing it into all aspects of your branding, from visuals to messaging.

Identify your brand archetype and leverage it as a compass for a unified identity across EVERY touchpoint of your brand communications and messaging. This will ensure harmony with the unique characteristics, objectives, and values of your archetype. By using every aspect of your branding--visuals, storytelling, content creation, connection outreach, you can create a memorable identity that emotionally connects with your audience, addresses their aspirations, and establishes a strong bond of trust. By showcasing how your brand aids them in reaching their goals, and by consistently weaving your brand archetype into your narrative, you can carve out a distinctive niche, and amplify your personal brand.

When crafting your personal brand using your brand archetype it is essential to be authentic. It is the currency of trust. When you are true to yourself and your principles, you naturally build trust and credibility. People are more likely to engage and do business with those they trust. Your authenticity becomes a magnet for your target audience, and the community that resonates with your story, values, and mission. These are the individuals who will champion your brand and support your journey.