While it is true that brand identity should march to the beat of its drum, all brands regardless of intentionality seem to fall under one form of a brand archetype. However, this doesn’t limit what kind of personality a brand could take on, it’s more like a clarifier of how a brand is presented to the audience. Brands that follow well-defined brand archetypes rose in value by 97% versus brands without a strong identity. Aligning your brand with an archetype turns your brand into a relatable personality. The idea of archetypes was founded by a man named Carl Jung in the 1940s. After observing a plethora of brands in his time, he has discovered that you can boil down every brand to one of 12 brand archetypes: Outlaw, Magician, Hero, Lover, Jester, Everyman, Caregiver, Ruler, Creator, Innocent, Sage, Explorer.
A great application for using brand archetype is when corporations decide to give gifts to future clientele. When brands give it that fits their brand archetypes it will lead to greater sales, develop new leads, build brand ambassadors, and create long-lasting loyalty to your brand. In a recent survey, 80% of customers would do business with a brand after personalized experiences – including a corporate gift that fits your brand archetype.