What kind of archetype is your company?

Let's start at the beginning

What exactly is an archetype? Everyone has watched a movie where a certain role recurs over and over again. This includes the hero, the rebel, the wise mentor or the dreamer. After all, an archetype is a personality that is recognisable, timeless and recurring in everything 🎭.

How do we apply an archetype?

During a branding work session, we deal with various signs. One of them is the sign as below. Determining an archetype helps determine the core and character behind your company. This includes, for example, the archetype “the adventurer”. The adventurer is always looking for the unknown, curious and wants to continuously innovate 🤓. If you choose this archetype for your company, you will radiate the same curiosity and energy. It makes your brand recognisable and helps us determine how to market you 💪🏼.

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How do you choose your archetype?

We understand only too well that it can be quite difficult to determine which archetype suits you best. That's why we give you some tips for choosing your archetype:

1. Look at your core values ✨. What are your company's core values and what is really important to you? Do you want to help people with your company like, for example, the Zwitsal brand does? Then the archetype 'the innocent' is the perfect fit for you!
2. Ask your audience 🙋🏻 ‍ ♀️ Sometimes the people around you see other qualities that you don't know. It may surprise you how they view your company and help determine your archetype.
3. See iconic examples 👀 During our work session, you'll receive tickets like the ones below. These cards always mention examples of brands that actually everyone knows. This includes Nike, Lego and Dove. Do you recognize yourself in one of these brands? Above all, get inspired!

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A few archetypes at a glance

• The entertainer. The entertainer aims to put a smile on the faces of others and to bring joy and joy into the world. He is incredibly curious, playful and funny and likes to think outside the box. As a result, his pitfall is to sometimes seem just a little too casual and not completely stay focused. Brands that come with this include Ben & Jerry,and M&M 🤗.
• Ordinary person. The goal of ordinary people is to belong to a large group of people and to stand strong together. He wants to make people feel like they belong and show that they are good enough as they are. The pitfall that comes with this is losing his own identity because he wants to blend in with the crowd. This includes brands such as HEMA, IKEA and McDonalds 👩🏻 ‍ 🤝 ‍ 👩🏼.
• The Ruler. The ruler's goal is to achieve success. He shows leadership, but he must be careful not to be too authoritarian, want to delegate and change too much. The associated brands include Rolex, Microsoft & KLM 💪🏼.

Conclusion

Remember that the archetype reflects who you are and how you want to market your brand. Take a look at your core values, ask around, and get inspired by major brands that preceded you in choosing their archetype. Choose what really suits you 😁!

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