"Brand Building with Archetypes" featured image
  • Identify your archetypes
  • Develop your brand narrative
  • Use your brand narrative to guide your branding efforts
  • Reinforce your brand narrative

As a marketing executive, you know how important it is to create a strong and memorable brand that resonates with your target audience. However, with so many brands vying for attention, it can be challenging to stand out and create a lasting impression. The branding approach that we use here at Tilted Chair is archetyping, which involves using universal characters or personality types to create a brand personality that is both consistent and authentic. We feel this is the best way to build a powerful and enduring human brand. In this article, we’ll explore how we use archetyping in branding to create a compelling narrative that connects with customers and sets your brand apart from the competition.

Identify Your Archetypes

The first step in using archetyping in branding is to identify the key archetypes that are most relevant to your brand. There are many different archetypes to choose from, but some of the most commonly used in branding include the Hero, the Outlaw, the Sage, the Jester, the Lover, and the Everyman. Each archetype has its own unique personality traits and characteristics. And while it might be appealing to choose the archetype you feel is “coolest,” we have found that identifying an archetype is more like taking a personality test. Having a branding agency facilitate a workshop to identify your brand archetype is a great way to choose the archetype that is most relevant to your brand. And thus, allows you to create a brand personality that resonates with your target audience.

Develop Your Brand Narrative

Once you’ve identified your archetypes, the next step is to develop a brand narrative that is consistent with your chosen archetype. This should include a clear and compelling story that explains what your brand stands for and why it is unique. Your brand narrative should also be consistent with your brand’s values and personality and should reflect the needs and desires of your target audience.

Use Your Brand Narrative to Guide Your Branding Efforts

With your brand narrative in place, the next step is to use it to guide all of your branding efforts. This includes everything from your logo and website to your advertising and social media presence. By using your brand narrative to guide your branding efforts, you can ensure that your brand is consistent and authentic across all channels, which will help to reinforce your brand’s message and build trust with your audience.

Reinforce Your Brand Narrative

Finally, it’s important to continually reinforce your brand narrative through ongoing marketing and advertising efforts. This will help to keep your brand top-of-mind for consumers and reinforce the key messages that you are trying to convey. Whether you’re running an advertising campaign, sending out an email newsletter, or posting on social media, always keep your brand narrative in mind and look for opportunities to reinforce it. Ensuring that your entire marketing and communications teams are trained on your brand is a key component of success. In fact, at Tilted Chair we create a comprehensive online guide, and when appropriate a plan for companies to roll out their new brands to their team members. Adoption and adherence to the brand are key.


Here’s an example of our comprehensive online guide for a recent client:

Using archetyping in branding can be a powerful tool for building a strong and memorable brand that resonates with consumers. However, it’s important to remember that archetypes are not a one-size-fits-all solution and that each brand will need to identify the archetype that is most relevant to its specific audience and goals. Additionally, it’s important to use archetypes in a way that is authentic and consistent with your brand’s values and personality, rather than simply adopting them as a marketing gimmick. By following these steps and staying true to your brand’s personality and values, you can use archetyping to create a compelling narrative that sets your brand apart and connects with your target audience. If you or someone you know is interested in finding out more about branding, we would love to chat.

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