As a brand designer with a background in psychology, I've often been asked about my approach to creating unique brand identities. One question that frequently comes up is whether I use brand archetypes in my design process. The short answer? I don't. Here's why.

The Limitations of Brand Archetypes

Brand archetypes are a framework based on Carl Jung's psychological archetype theories, categorizing brands into twelve distinct personas, such as the Innocent, Hero, and Creator. It works sort of like those personality tests you’ve probably taken online. Jung's theories, including archetypes, have faced scrutiny due to their subjectivity, ambiguity, and lack of empirical evidence.

Archetypes provide a framework for categorizing brand traits and can help business owners grasp the concept of brand identity. However, when it comes to creating a truly distinctive brand for a small business, I find archetypes more limiting than liberating.

One Size Doesn't Fit All

The problem with brand archetypes is that they attempt to fit complex, multifaceted businesses into predefined categories. This approach often falls short, especially for local small businesses with unique stories and values. Each business has its own personality, shaped by its founders, employees, and community. Trying to force these diverse entities into a handful of archetypes can result in branding that feels impersonal and generic.

Standing Out in a Crowded Market

In today's competitive landscape, businesses need to differentiate themselves more than ever. Using a standard archetype can make a brand blend in rather than stand out. To truly capture attention and connect with ideal clients, a brand needs to be as unique as the business it represents.

The Power of Customized Branding

Instead of relying on archetypes, I prefer to create customized branding that's tailored to each business's specific values, personality, and ideal clientele. This approach allows for a more nuanced and authentic representation of the brand.

Digging Deeper

My background in psychology gives me the tools to delve deeper into a business's identity. I work closely with clients to uncover their core values, understand their unique selling propositions, and identify the emotional connections they want to foster with their audience. This process results in a brand identity that's far more complex and natural than what an archetype could provide.

Reflecting Local Flavor

For small, local businesses, it's crucial that their branding reflects the community they serve. By moving beyond archetypes, we can incorporate local culture, history, and values into the brand identity. This creates a more meaningful connection with the target audience and helps the business become an integral part of the community fabric. I love working with local Utah businesses, but also enjoy getting to know small businesses throughout the US and the communities they serve.

The Benefits of a Unique Brand Identity

When a brand truly reflects the essence of a business, it resonates more deeply with the target audience. This authentic connection leads to:

• Stronger customer loyalty

• Improved brand recognition

• More effective marketing campaigns

• A clearer sense of purpose for the business

Conclusion: Beyond Archetypes

While brand archetypes can be a helpful starting point for understanding brand personalities, they shouldn't be the end goal. To create a brand that truly stands out and connects with your ideal clients, you need a customized approach that captures the unique essence of your business.

As a brand designer, my role is to help you uncover and express your business's distinctive personality. By moving beyond archetypes and embracing your business's individual traits, we can create a brand identity that's as unique and compelling as your business itself.

Remember, your brand is more than just a category – it's a reflection of your business's soul. Let's work together to bring that soul to life in a way that resonates with your audience and sets you apart in your market.