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Brand Archetyping Is Not Phony. It’s Badass. Here’s Why. Stainless Steel Teapots Vintage Tea Set

by in +marketing, +strategy, +toolbox

brand archetyping: personify a brand

An archetype is a universal pattern of behaviors that, once discovered, helps people better understand themselves and others.

BRAND archetyping is the art of personifying a business and/or organization.

This concept was first recognized by Psychiatrist Carl Jung, who studied how symbols and common myths shape our thinking on both the conscious and subconscious level. He defined twelve archetypes which represent human motifs that evoke emotion, as well symbolizes basic human motivations.

Since his research, many psychiatrists, psychologists, and business leaders have taken a deeper dive into his research. Carol S. Pearson, Ph.D. is an internationally known expert on archetyping to improve internal and external business objectives. In Pearson’s book, Awakening the Heroes Within: Twelve Archetypes to Help Us Find Ourselves and Transform the World, she discusses the twelve archetypes and how identifying with one helps control how we want the world to perceive us.

brand archetyping wheel

In business, brand archetyping is a powerful tool; it connects us with our audience on a deeper level, faster. It evokes emotion and allows people to understand your motives, your vision, and the purpose behind why your product or service exists in the first place.

Here are a few renowned brand examples:

1. Allstate – The Caregiver 

“You’re in good hands,” is what Allstate Insurance promises. Their service offering protects you from “Mayhem.”

See the archetype in action!

2. JEEP – The Explorer

Buy a jeep and you’ll be sure to go on a wild adventure: through the woods, the mountains, or anywhere off the beaten path.

See the archetype in action!

3. Nike – The Hero

They tell you “Just do it,” so you put the new Nike shoes on and feel as if you can accomplish anything!

See the archetype in action!

You don’t have to be a large corporation to take advantage of brand archetyping …

Red Caffeine partners with Speciality Manufacturing, Inc., a silicone manufacturing company located in Saginaw, Michigan. They are the leaders in silicone manufacturing, but the problem is — not everyone knows (they are Michigan’s best-kept secret!). The women who own the business are smart and know the business inside and out.

During rebrand, we identified them as the Sage. Representing the Sage archetype allows them to find new speaking opportunities, partner with medical and university professionals, and make a bold stance in the marketplace as the thought leaders of silicone manufacturing. After weaving the new personification through their new, rebranded website and a variety of communication channels, they are now equipped to show the world what they’re made of. 


To learn how to better connect with your audience and attract the right customers, contact the Red Caffeine team or give us a call at (630) 785-6903.

SMI Red Caffeine Brand Book Development


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About The Author

Shannon Callarman
Shannon Callarman - View more articles

Shannon helps businesses tell better stories online through engaging content and storytelling. After 5pm hits, she's rushing to yoga class, checking out a Kate Spade 25% off sale, writing her love story thriller, or catching up on the latest episode of HBO Girls.