Written by ©2018 Lien Design
Trends in the world of branding are constantly evolving. Although technology is constantly giving us reasons to update, a new trend is emerging that, instead of being a representation of modern times, harkens back to the old world. This trend is known as brand archetypes.
Brand archetypes are based on the typical characters of old-fashioned fairy tales. Brands are encouraged to look at these characters as a base for the image they want to represent. There are several classic archetypes you can choose from to represent your brand. Here are some you might want to consider.
A brand that chooses an innocent archetype will come across as happy, trustworthy and reliable. One drawback can be that an innocent can be conveyed as naïve or boring. To portray innocence, go for a youthful, romantic image.
Regular Guy or Gal:
The every-day brand design will appear down-to-earth and relatable. However, regulars run the risk or lacking a distinctive identity. Companies who want to portray this image should go for folksy characteristics.
A heroic brand wants to solve major problems and save the day. However, they can also run the risk of seeming arrogant and aloof. Brands can portray heroism with a courageous, bold and confident image.
An outlaw will be an advocate for change looking to break out of conventions. One drawback is that this image can be seen in a negative light if taken too far. Embrace this image by appearing rebellious and iconoclastic in the public eye.
An explorer will want to bring new experiences and discovery to the public eye. Companies that embrace this image should be warned that they may not fit in to the mainstream. Capitalize on this image with a persona that is adventurous, ambitious and independent.
Creative and imaginative, the creator always looks to bring something new to the table. Creative brands run the risk of seeming too perfectionistic or impractical. Brands who wish to be creators should work to come across as non-conformist, artistic types.
The ruler is controlling and has the ability to create order from chaos. However, leader brands could face the lack of a common connection with customers and come across as being too authoritative or controlling. Brands that wish to establish themselves as rulers should portray an image of creating order in a disorganized world.
While choosing an archetype for your brand may be easy, conveying it throughout your brand image can get challenging. You may need the help of an expert to make sure your identity comes through in everything you do.
Located in San Diego, California, Lien Design is a design branding agency that can help you create an effective strategy for your company. Whether you are looking to incorporate brand archetypes or seeking other means to represent your brand, Lien Design can help you from the ground up. They specialize in logo and packaging design, website graphic design and more.
Branding trends are constantly changing. Make sure you are on top of the latest trends by consulting an expert branding agency like Lien Design. They will make sure you have the tools to stand out from the competition.