Creating a Timeless, Magnetic Brand.
You may have thought to yourself, ‘Gosh… brand Identities are expensive.’
And they should be. They take a lot of time, planning, research, strategy and energy. When I design a brand, I leave no stone unturned. It takes weeks to form a quality brand.
But like a bespoke, hand-crafted piece of furniture, A brand project is a long-term investment for the life of your business. It’s built to last.
They should also MAKE you money, by acting like a magnet for your customer.
So how do we achieve a foundationally timeless and effective identity?
How can we ensure the investment is worth it?
How can we ensure the juice is worth the squeeze?
The Answer: By using an Archetypal Identity to create subconscious attraction.
This is probably one of the most prominent reasons Archetypes are such an important branding tool (although it’s helpful on a number of levels but I digress).
They aren’t based on fleeting visual design trends or an arbitrary ‘personality test’.
They’re developed from centuries of observation; primal patterns of human consciousness and fundamental core needs, as well as modern data linking use of a clear archetype with better brand performance (aka. higher earnings).
Let me explain…
This is a modern Brand Archetype Wheel.
It’s a bit overwhelming, but bare with me.
And this is Maslow’s Hierarchy of needs.
Look familiar?
Maslow developed his Hierarchy of Needs in 1943 as part of his paper “A Theory of Human Motivation”, aiming to understand what drives human behavior beyond basic survival. At the time, psychology was heavily focused on pathology (mental illness) and behaviorism (external behaviors), so Maslow offered a more optimistic, human-centered approach—humanistic psychology—that looked at healthy individuals and their potential. His model suggested that humans are motivated by a progression of needs, from basic survival to achieving their full potential, with the idea that unmet lower needs can inhibit pursuit of higher goals.
Now, back to that Archetype wheel.
If we look at the centre of the Archetype Wheel, we’ll see that the core drivers are exactly the same.
Once we have our urgent, physical needs met; psychological needs are the main thing we are trying to have met as humans, — and they DON’T change. We’re in a constant cycle of seeking out and correcting our met (and unmet) needs.
All this is to say, Archetypes are not just a fun, fluffy brand ‘personality test’. They go deep and speak to what is primal within us; the parts of humanity that are cyclical and eternal. The facets of psyche we explore throughout our lives and throughout history.
As Darwin once said, it isn't the strongest or the fastest that survive, but those most willing to adapt to change. And this is the power of the Magician. Change is also (to some) a terrifying experience; which is where the risk comes in - but for such great rewards. Is there anything more satisfying than creating the change you want to see in the world or in your own life? This is the power of the Magician - the power to transform.
And when you know what your audience truly craves, and consciously align to the Archetype that delivers it; it’s a secret weapon for your brand identity.
Knowing your Archetype is the first step to crafting a clear, memorable and timeless brand.
It gives you direction.
It forms a clear brand persona.
It aligns with your motivations.
It creates instant ‘likeability’ and resonance.
It gives you a brand system, not just a logo.
Want to find your Archetype?
I offer Archetypal Alignment Sessions to dive deep on your archetype and see how your brand measures up to this timeless, resonant framework.