Which is your brand archetype?

We recently delivered a comms strategy development day for one of our clients. One of the brand discovery excerises that created some surprising viewpoints was deciding which brand archetype they wanted their newly positioned organisation to be. We settled on a wise hero. It’s a great way of discovering what kind of brand you’d like to have for your business.

Some brands immediatley spring to mind when you think about the archetypes. Apple is a dreamer. Virgin the rebel. Aldi the joker.

Have a go…Where would your brand fit now and where would you want it to be?

Brand archetypes

Brand archetypes









Source: Millward Brown