Why Brand Archetypes Matter

Make no mistake, when it comes to buying products, it all comes down to emotion or how a particular product makes the buyer feel. That feeling is based on the way a company brands its products and like the practice of branding livestock, once an image is burned into the subconscious of a potential customer, it is often indelible, which makes any initial branding strategy crucial.

Whether you like it or not, products have the own image or personality – a brand. For creative strategists and designers, the goal in design and messaging is to successfully brand a product within a very crowded marketplace so that it not only stands out and connects with consumers, it communicates a wide variety of attributes.

Following an archetypal model provides an overall outline of how a product might fit into a sector. For example, FedEx and Nike have built their brands around “The Hero” archetypal model. The benefit of such a connection means that both companies don’t have to “tell” the customers that they are courageous problem solvers. This is implied based via marketing and advertising following “The Hero” model.


More Resources – Free Ebooks
8 Winning Examples of Brand Strategy in Packaging Design
7 Archetypes that Established Brand Identity
Branding Through Cool Business Card Designs