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Brands are created out of companies by creating relatable brand images and stories that the customer relates to. When people connect with the brand image and story, it becomes highly successful.

The more people connect with it, the more it will become successful. Companies are in the business sector to make money in the form of revenue and profits. However, brands need to connect with the user base and establish a personal relationship to stabilize the customer sector and make money.

When a user is completely loyal and trustworthy of the brand, it has reached its acme of business goals because it creates a legacy for the company.

In a recent study, market researchers found that at least 81 percent of customers have to trust the brand to buy its products.

The company might be an economic organization, and the brand is its relatable projection that might be similar to a person and have a personality like other people. This is where brand archetypes come in. 

What Are Brand Archetypes? 

When a company has to enter the market, it has to decide on its projection and presentation. A company’s products, advertising strategies, promotional initiatives and other customer-oriented actions are all its ways of presentation.

The fundamental of this presentation is the brand archetype. The brand archetype is the brand’s values, core beliefs and every other detail that makes its personality. The brand archetype defines the brand’s persona, and by this, the customer base finds it relatable and useful.

The demographic of the market is divided into different customer segments. As a brand, the company needs to define its target customer base and go on with its branding in such a way that it connects with the audience and starts converting them into users. 

Choosing the wrong brand archetype can derail brand building from the start. Successful branding is highly linked with the brand archetype you choose. During brand building, the company tries to appeal to the psyche of the customer.

Brand archetypes are defined in line with the psychoanalysis of people and how to use these patterns to create a brand impression in the customers’ minds. Brand archetypes define the branding pathway for the company. There are definite ways in which you can define the brand archetype.

The brand archetype needs to be defined by asking questions that relate to the business goals and brand positioning of the company. In the next sections, you will find the questions and their importance in defining the brand archetype. 

How To Define The Brand Archetype? 

Here are the questions that you should ask your team and brainstorm on to define the brand archetype. 

What Does The Company Do? 

The first step is to know what your company does and what type of products it offers to the audience. If the brand is redefining itself from a wide array of products, then look at which product is the most popular and what types of products are in demand.

According to the most popular and revenue-generating products and services, the company should define its brand archetype and pay enough attention to brand naming. By looking closely at the products and their user base, the company can also define its primary user base and study it further to define the brand archetype.

The bottom line is how well the brand appeals to the user base. The company needs to understand the demand trends and offer more of what appeals to the targeted customer base. If there are more than one products and service that are in demand, then discover the common thread between them and discover what appeals to the customers. 

What Is Authentic To The Brand? 

A brand should be unique and authentic. In a market full of companies, if the goal is to establish itself as a successful brand, it needs to be authentic to its values and the products it puts on the market.

Eighty-eight percent of customers say that authenticity gets their attention, and more support for such brands comes up. There are so many brands trying to enter a market or present in a market. Somewhere or the other, all brands become similar to each other. 

If the brand is not authentic and does not offer something original to the customers, they migrate to other brands. Being authentic defines your brand’s purpose, which should be different from other brands.

Once the purpose is well defined, staying true to it and being the best at it is what keeps the audience loyal to your base. If the purpose and essence of the brand and its values are well-defined, the brand archetype is clear and attractive.

People do not wish to buy cheap copies off the shelf, and they want to buy original brands. The tag of an authentic and purposeful brand brings forth the possibility of creating a niche for it where the user is loyal and stable. 

What is your target audience? 

Once the brand values and purpose are defined, the brand needs to define its target audience. Which target audience segment the brand caters to, and what does the target audience like? Sometimes, the product positioning and the brand archetype are misaligned with the audience they are targeting.

This is where a lot of marketing resources fail. If the brand archetype is wrong and does not align with the target audience, no matter how much investment is made for marketing and customer engagement, it fails to a great extent.

The company needs to define its target audience and draw up the customer’s psychography to define the purchase journey. Based on the psychoanalysis and segmentation of the target audience, the brand archetype should be decided. 


It is very important to define the brand archetype and choose the correct archetype for the brand. If the brand archetype is not correct, the product and the company fail to create a stronghold in the market.

The brand archetype defines every message that goes out to the audience and also helps in more specific marketing with a high Return on Investment. Brainstorming and research before choosing the brand archetype is an absolute necessity. The archetype is the seed from which the tree of a popular brand germinates. 

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