The argument against brand archetypes

The Outlaw. The Magician. The Jester. Just three brand archetypes (out of twelve) built on the work of Carl Jung.

Jung posited that humans have dominant traits that lead to typical behavioral patterns, desires, values, and motivations. Branding agencies and marketers have built on this framework in the hopes that target audiences will quickly — and unconsciously — connect with brand archetypes on a personal, emotional level. And then buy or promote or whatever. 🤑

I’ve had clients hand me brand reports declaring their “unique” archetypal status. One of twelve potential options arrived at on their guided tour through the spinner wheel.

As a starting point, I have no problem with this approach. As a destination, however, it’s a dead end.

I’m not terribly concerned with the kind of mega-corps featured in the illustration. They have teams of teams of teams who work on their branding. (And I guarantee their thinking is in no way limited to frameworks like this.)

But solopreneurs, startups, small businesses? Take heed.

Archetype branders aren’t serving you.

If you were presented with the idea that there was a fixed set of twelve total business types available to start or run, you’d think that was absurd. It’s a false dodeca-chotomy. So why accept that construct when it comes to your branding?

The agencies and individuals using this practice prey on ignorance and discomfort, while masking their own. They’re aware that you’re out of your depth enough to need assistance, so they throw a life-preserver-shaped framework your way. Toss in some psychological jargon and they’ve created the illusion of authority, while increasing your sense of dependency.

Prevalence doesn’t equal usefulness.

In the end, you’re left with a title and some generic traits. (Which, hopefully, align with your brand vision…😅🤞) But what about everything else that makes up a brand ethos? There’s no room for nuance, differentiation, or innovation.

I get that from an agency and process perspective it makes sense to streamline — and I’m all for that — but not at your expense.

And major red flag 🚩: if your peers are using the same framework, you’re being painted with the same brush — while being given the same advice. Your brand is a highly unique composition, worthy of a bespoke palette and frame. Leave branding-by-number for amateurs, and the businesses they exploit.

Anita Stubenrauch is an ex-Apple creative and the founder of Cause:Effect Creative, an agency that helps brands express visionary ideas with poetic power.