Do you need help establishing a consistent and memorable brand identity for your new business? Archetypes may be the tool to help you define who you are in a memorable and consistent manner while building an emotional connection with your audience.

Archetypes are universal character traits that are deeply embedded in the human psyche. By matching your brand's personality traits and values with one of these archetypes, you can create a robust and coherent brand identity that resonates with your target audience. Here are five easy-to-follow steps for using archetypes in your branding:

Step 1: Define your brand's personality traits and values

Before you match your brand with an archetype, you need to know what your brand stands for. Define your brand's personality traits and values by answering questions like "What kind of emotions do we want our brand to evoke?" and "What motivates us to do what we do?"

Step 2: Learn about the 12 archetypes

There are 12 archetypes that are commonly used in branding: the Innocent, the Explorer, the Sage, the Hero, the Outlaw, the Magician, the Regular Guy/Girl, the Lover, the Jester, the Caregiver, the Creator, and the Ruler. Learn about each archetype and its associated personality traits to see which aligns best with your brand. I personally love the book Archetypes in Branding: A Toolkit for Creatives and Strategists by Margaret Hartwell and Joshua C. Chen.

Step 3: Match your brand with an archetype

Once you understand your brand's personality traits and values and have learned about the 12 archetypes, match your brand with an archetype that aligns with those traits and values. For example, suppose your brand is bold, adventurous, passionate, and prioritizes freedom and self-expression. In that case, the Explorer archetype might be a good fit.

Step 4: Establish visual and verbal branding elements

Once you've identified your brand's archetype, establish visual and verbal branding elements that align with that archetype. This includes choosing brand colors, fonts, and imagery that reflect the archetype, as well as creating messaging that speaks to the emotions and motivations of your target audience.

Step 5: Be consistent

Consistency is key in branding. Once you've established your brand identity based on your archetype, be sure to maintain that identity across all touchpoints, including your website, social media channels, marketing materials, and customer interactions. This consistency helps build brand recognition and loyalty and creates a solid emotional connection with your target audience.

Using archetypes in branding can help establish a consistent and memorable brand identity for your new business. Following these five steps, you can match your brand with an archetype, develop visual and verbal branding elements, and maintain consistency across all touchpoints. Remember, a strong brand identity is vital for distinguishing your business in a crowded marketplace and building a loyal customer base.