Add Meaning With Brand Archetypes

Updated: Nov 15


How can I get the work my team produces to communicate better? How do you add more meaning to your creative work? How can you connect on a deep emotional level with people to prompt them to take action? These have been the key questions I've focused on in my 16 years in the creative industries. In this post, I'm going to share one of the most powerful tools I've come across.

Brand archetypes provide a framework for adding meaning to a brand. I've found them to be one of the most powerful tools in the box for uniting teams and aligning them around an emotional, authentic brand strategy. If you are not using them, you need to!


Rembrandt - Man in Armour - Typical "Hero" archetype image