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YOU ARE THE hero
Athlete, Champion, Competitor, Dragon Slayer, Liberator, Rescuer, Soldier, Superhero, Team Player, or Warrior
Leaving a thumbprint on the world
"What [you] need is an enduring and reliable compass - a fixed place that illuminates both where [you] are and where [you] must go.
[...] the theory of archetypes can act as this compass."
The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes
What are BRAND archetypes?
Brand archetypes are like the personality traits of your business—they're the heart and soul behind your brand that helps you connect with your audience on a deeper level. Think about the difference between hearing general information about a business and being able to subconsciously imagine that business, and yourself, as familiar characters in a story. See how much more interesting that is?
This character, or archetype, can guide how your brand communicates, what your values are, and how you make people feel. It's about finding your unique voice in a crowded world and building a relationship with your clients that feels genuine and meaningful. For creative online business owners, tapping into your brand's archetype isn't just about marketing: embracing your archetype helps make your business a true reflection of what you stand for and the impact you want to make in the world.
This concept was influenced by Swiss psychiatrist Carl Jung and developed by co-authors Margaret Mark and Carol S. Pearson in their book The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes (2001). They explored 12 archetypes that fall under 4 main categories: independence, belonging, stability and mastery.
Embracing your archetype helps you build a consistent brand with strong messaging, strategy, story, identity, and positioning.
"the Hero triumphs over evil, adversity, or a major challenge, and in doing so, inspires us all. [...] The Hero wants to make the world a better place. [...] This archetype helps us develop energy, discipline, focus, and determination."
The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes
You are ambitious and love a challenge. Injustice is your biggest pet peeve and you pride yourself on your discipline, focus and ability to make hard choices.
A Hero identity might be right for your brand if:
- your product or service can have a major impact on the world
- your product or service helps people perform at their upper limit
- your product or service's strength is its ability to do a tough job
- your ideal client identifies herself as good/moral
- your product or service needs to beat a competitor
your motto
Where there's a will, there's a way
GOAL | exert mastery in a way that improves the world
STRATEGY | become as strong, competent and powerful as you are capable of being
CALL | someone needs you to help defend her
CORE DESIRE | prove one's worth through courageous and difficult action
SUPER POWERS | commitment and determination to triumph adversity through courageous acts
TRAP | arrogance, developing a need for there always to be an enemy
FEARS | weakness, vulnerability
VOICE | bold, challenging, provocative, certain
With all this knowledge,
you can infuse more meaning, personality, and purpose into your brand. The overall feeling you create in your branding, design, and words is what tells someone if your brand is for them or not. Letting your archetype influence that feeling can help attract the right client to you.
Start implementing some little things
you’ve just learned, like shifting how you speak to your audience. As you're the Hero, words that could describe your brand feeling and tone are: courage, strong, goals, mastery, lead, achieve...
You can also show your Hero personality
by using strong distinctive colors and definite lines and shapes. Show your focus and discipline through your branding. Strong and clean images can help.
EMBRACE YOUR IDENTITY
WITH ARCHETYPE-INFORMED,
story-inspired SHOWIT TEMPLATE DESIGN
Visit the shop, The Archetype Atelier, to explore a template
designed just for Heroes, and let your imagination run wild.
Let’s unlock the power of your uniqueness
and create a brand experience that evokes emotion and inspires connection.
BUILD A semi custom brand
TAILORED PERFECTLY TO WHO YOU ARE,
DESIGNED TO EXPRESS
THE very soul OF YOUR BUSINESS
MEET YOUR ARTISTS & ALCHEMISTS
Clarisse
Brand & Web Designer for Quiet Souls
Soulspell Studio
@soulspellstudio
Theresa
Website Copywriter & Meaning-Maker
Little Flame Creative
@littleflamecreative
We are The Archetype Atelier
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