The document discusses using archetypes as a framework for defining brand personality. It introduces 12 common archetypes from storytelling, such as the caregiver, explorer, and magician. Choosing an archetype helps create a rich personality for a brand's creative development. The archetype provides context for how a brand presents itself through its personality, tone, website, positioning, and voice. The document provides tips for choosing an archetype, such as ensuring it is authentic to the brand and will appeal to customers. Examples are given of brands like Apple that embody archetypes like the visionary.

1. ARCHETYPES IN BRANDING
A Better Way to Approach Branding & Experience Design
Natalia Klishina
@NataliaOnFire

2. “People don’t buy what you do;
They buy why you do it.”
SIMON SINEK
Start With Why
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3. 3
What products/services do you offer?
We make great computers.
What is your cause? Why do you exist?
We believe in challenging the status
quo and doing things differently.
What makes you special/unique?
We make products that are beautifully
designed and user friendly.
WHY
HOW
WHAT
THE GOLDEN CIRCLE
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4. SO HOW DO WE GET
TO THE WHY?
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5. “All the most powerful ideas in
history go back to archetypes.”
CARL GUSTAV JUNG
The Structure of the Psyche
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6. BRAND
ARCHETYPES
Archetypes are the perfect way to start
defining the intangible characteristics of a
brand and its why.
Based on personality types from classic
storytelling, brand archetypes help create rich
personality for a brand’s creative development.
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7. 7
BRAND
ARCHETYPE
Provides context for
external-facing brand
personality and tone
Brand
Manifesto
BrandLogo
&Tagline
Brand
Website
Brand
Positioning
Brand
Voice
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8. @NataliaOnFire Carl S. Pearson

9. HOW DO YOU CHOOSE A
BRAND ARCHETYPE?
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And what if 12 isn’t enough?

10. ARCHETYPES IN BRANDING: A TOOLKIT FOR CREATIVE STRATEGISTS
Margaret Hartwell
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11. 11
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PRACTICE, EXPLORE,
FIND WHAT WORKS FOR YOU…
and maybe make your own

12. ARCHETYPE CARD
SORTING SESSION
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13. Who aren’t you?
Think about why you
do what you do.
Eliminate families that
don’t feel right.
Who are you?
Expand remaining
families and discuss
why they resonate.
Get specific.
What specific traits do
you care about most?
Sort cards into yes/no
piles and remove all
“no” cards.
Pick 3.
Get ruthless. Remove
all but three (or fewer)
cards.
GET DOWN TO 3 CARDS
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14. AND REMEMBER…
It’s about the conversation, not the cards.
It’s your job is to provide a recommendation on
which archetype will best suit your client’s brand.
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15. 5KEYS TO CHOOSING
THE RIGHT ARCHETYPE
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16. 01
AUTHENTICITY
Is your archetype true to
who you are, or is it just
someone you’d like to be?
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17. 02PURPOSE
Does this archetype embody
why you do what you do?
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18. 03
LONGEVITY
Will this archetype stand
the test of time as your
company evolves?
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19. 04
UNIQUENESS
Is this archetype different
from most of your
competitors’ — or can you
own it in a different way?
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20. 05APPEAL
Is this an archetype your
customers will be drawn to?
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21. ARCHETYPES
IN ACTION
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22. 22
APPLE
“Think Different”
IBM
“Smarter Planet”
The Visionary
LYFT
“Your Friend With a Car”
The CompanionThe Maverick
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23. 23
A CLIENT’S JOURNEY
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24. 24
THE MUSE
Considered a source of knowledge and
inspiration, the muse finds fulfillment in
breathing inspiration, vitality and optimism
into others. The muse brightens the dark
corners of the human mind. This archetype
brings energy and radiance to situations.
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25. 25
WE EXIST TO CREATE
UNFORGETTABLE
SHARED EXPERIENCES
WHY
HOW
WHAT
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26. 26
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27. 27
NEW LOGO MARKOLD LOGO MARK
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28. 28
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29. IF EVER IN DOUBT,
REFER BACK TO THE
ARCHETYPE
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30. THANK YOU
Natalia Klishina
NataliaKlishina.com
Natalia.Klishina@gmail.com
@NataliaOnFire
The Hero and the Outlaw (2001)
Margaret Mark & Carol S. Pearson
Archetypes in Branding: A Toolkit for Creatives and Strategists (2010)
Margaret Hartwell & Joshua C. Chen