Choosing Your Brand Archetype Are Vital to Solid Brands—Have You Chosen One?
I’m sure you’ve heard of archetypes, but if not, it was actually developed by Carl Jung in the early 1900’s. Jung proposed that there is one personality trait everyone has that influences their behaviors and choices forever and ever and ever. Does that sound serious? That’s because it is. But the upside is that once you decide on your brand strategy, it will steer the rest of your brand development.
For all of my clients investing in a rebrand, I recommend starting at this step. It’s time to really think about what you want your wedding company to be in this world. Before I began to do professional branding development, I didn’t know about the 12 archetypes and how it applies to companies. But man, this is quite the world! And it’s really really interesting to learn about.
So let’s dig into all of the different types of archetypes.
Archetype #1 —The Creator
Brand example: Apple
The Creator brand archetype is like no other. These are the inventors, finding problems we all have and offering solutions to everyone. We didn’t know we couldn’t live without our iPhones until Apple chucked the genius tech at us. Before them, we had Razors and Blackberries.
Brands that focus on being innovators also aim to create a legacy. Experiences or emotions that last forever. The potential clients for Creator-type companies will value self-expression and unique angles or viewpoints.
For companies like Apple, they built their brand based on not only innovating and changing the world but offering a relatively predictable release schedule. The difficulty with this kind of brand is that the expectation of constant innovation will eventually catch up. Apple began to flag after Steve Jobs died. They say Apple died with him. So they just continued creating iPhones that were essentially copies of the old ones.
Until recently, when they created an innovative VR goggles product. Sure, the price tag is gross until others follow suit, but everyone wants them, maybe even just try it out, even if they won’t admit it. I’m personally considering saving for a pair because they look so fucking cool!
Anyway, a creator as a wedding brand archetype will focus on designs and experiences like no other. They’re bold, creating lasting trends like beer donkeys and champagne walls. Someone out there had to’ve been the first, right?
So consider what you’re looking to be in this industry and if creation isn’t an obsession, let’s explore a different Archetype.
How to Build a Brand With This Archetype
- Keep things authentic. Make TikToks with makeup-free/messy hair vibes. Show the harsh realities of backend work. Let them know that you struggle with life, just like them. And you’re looking to find solutions for everyone.
- Invest in a marketing strategy that is unique, clear, and creative. Need inspo? Check out Wendy’s social media. It’s wild.
Archetype #2 — The Sage
Brand Example: Her First 100K
The Sage brand archetype focuses on helping people grow and expand in their lives. Empowerment to the umpteenth level. Think of those constantly writing blogs (side-eye in the mirror), going to expos, and speaking at conferences. Their goal is to help YOU through everything and anything. Struggling with something going on in your life?
There’s a Sage out there, waiting to help. But it isn’t just inspirational speakers—it’s education programs and companies. It’s news outlets. It’s that nosey neighbor always ready to lecture.
Are you interested in heavy social media comms and other ways to reach people? If not, this might not be the best fit.
How to Build a Brand With This Archetype
- The first step is building a brand that provides credible and trustworthy resources. This is the long-haul kind of strategy and requires steady attention. Think: Weekly blogs and social media tidbits.
- Make sure you research as much as possible. If you’re writing blogs or articles, make sure to include external links to real, credible sources.
Archetype #3 — The Caregiver
Brand Example: The Knot
The Caregiver archetype brings caring for others to a whole new level. Speak of…as a vendor, you probably don’t view The Knot as a caregiver. They lie, steal, and in general, take severe advantage of vendors. BUT to brides? It’s a plethora of resources, making every step of the planning process fun, inviting, and less painful. The Knot comes off, to them, as a brand that wants their day to be truly magical.
Caregivers want their clients to thrive. Protect them from scams or losing money. With the chaos in the world, so many consumers just want to feel safety, you know? If you’re someone wanting to provide a real sense of safety and security, this is a perfect archetype for you.
How to Build a Brand With This Archetype
- Make your customers the ultimate priority. This can veer towards “the customer is always right,” which is a double-edged sword.
- When communicating your brand’s message, show empathy to their plight, whatever need you might be fulfilling. Create marketing plans that bring out emotions.
Archetype #4 — The Innocent
Brand Example: Lush
The Innocent archetype is all about transparency. When you walk into Lush, you can sense the “clean.” The products are all natural, without a chemical in sight. They donate to charities. Everything is handmade. And it’s all bio-friendly. It’s as innocent as a brand can get, which is why some people are obsessed with them.
The archetype of innocence in the wedding industry is a great fit for those pursuing Christian brides. It’s all about the vibe, meeting her sweet excitement with your own. Donating to charities also lends to that kind of brand. Standing by your values through thick and thin is a sense of innocence all in its own.
So if you’re aiming to market towards sweet brides, younger and more innocent, this kind of brand archetype is a great one to pursue.
How to Build a Brand With This Archetype
- KISS -— Keep Things Simple Silly! Clients looking for this vibe want things to be straightforward and clear. Don’t complicate ANYTHING in your brand.
- Dedicate your brand message to be as transparent and honest as possible. You can bring up struggles and hiccups in your journey.
- An example is showing all body types, cultures, or skin colors. Show that you’re inclusive and non-judgemental.
Archetype #5 — The Jester
Brand Example: Jonathan Suckling Photography
Just like the Jester archetype implies, this kind of brand is all about fun! If you’re on TikTok, you’ve probably seen Johnathan Suckling, who rolls on the ground for laughs and keeps things entertaining through entire wedding days. Watching him can make you smile and also need a nap at the same time.
Brands dedicated to this archetype can be incredibly entertaining. Done right, clients will look forward to your social media posts. They’ll be banging down the door, because I would say about 80% of couples want a vendor, specifically the ones they spend the most time with, to bring smiles to their wedding day.
These archetypes are only for people who are naturally funny. It can’t feel forced. And even then, it can be difficult to properly create a brand message that stays entertaining. But if you love making people smile and can build something that works for general audiences (this doesn’t mean your brand has to be for everyone), then this is a great archetype.
How to Build a Brand With This Archetype
- It’s all about having a good time, so including reception moments with people laughing and enjoying themselves is vital.
- Avoid any kind of jokes that can be questionable, morally and ethically. Don’t make fun of your clients, ever, without a lot of thought and permission. Showing a best man wearing a wedding dress, surprising the groom at the first look, is one thing. But showing a client tripping and ruining their outfit is extremely ill-advised. Even with permission, potential clients might be afraid their humiliation will be shown to the world.
Archetype #6 — The Magician
Brand Example: David Tutera
The Magician brand archetype is popular in the wedding industry! They’re cake makers, makeup artists, even DJs. Of course, also wedding planners. You’ve probably at least heard of My Fair Wedding, where David strutted through the door and took questionable wedding styles and transformed them into something fantastic. This required an enormous budget, but the Magician Archetype is about DREAMS. It’s about making real magic for emotional and memorable moments.
This is an event designer’s bread and butter! Taking budgets and Pinterest boards and turning them into real, memorable outcomes. Designers want their clients to step into the reception hall and gasp.
This is why wedding vendors never stop doing styled shoots—it feels good to just do something with creativity in mind, with hopes of it resonating with a potential lead with the same vision.
How to Build a Brand With This Archetype
- As I just mentioned, you can put this brand into action by doing styled shoots and featuring those images on your social media and website. Collab with other vendors that want to be just as creative and aim for referrals down the line.
- Share testimonials that focus on this kind of experience to show potential clients what they too, can expect to receive. Promise (and deliver) a transformative once-in-a-lifetime experience.
Archetype #7 — The Ruler
Brand Example: Trump Enterprises
Yes, I used him as an example of the Ruler archetype. Okay, swallow your vomit for a sec. Yes, we hate Trump (if you don’t, please never email me, ever), but you have to admit that he created an empire so strong, he was made President with zero qualifications. Trumpets touted how he was a businessman, despite declaring bankruptcy, lawsuits, and even over a dozen assault accusations.
His developed authority offered a TV show where people tuned in to see him declare, “You’re Fired!”. But he wouldn’t have this kind of power if he wasn’t wealthy. If a man on a power trip, but only a thousandaire, spoke to people like that, he’d be laughed off the damn planet.
Ruler brands are often in the luxury market, and because of their brand message, they can charge premiums. People want to feel like they can touch the gods, even for a millisecond, when it comes to these brands. High-end hotels, luxury clothing, perfumes—it’s all there to make you feel like a million dollars.
This brand is hard to tackle as a wedding company. Unless you’ve created a brand message that started with authority and know-how, then walked into the luxury market, this can be hard to reach for. People can’t walk into the luxury market with zero street cred and expect people to chomp at the bit to hire them.
How to Build a Brand With This Archetype
- You’ll want to aim to be an influencer in your industry. Post on TikTok with tidbits of info. Show a luxury lifestyle. Don’t complain unless it’s 100% relatable to most of the audience.
- Use classic colors like black, gold, silver, and purple. Think: Royal AF.
Archetype #8 — The Hero
Brand Example: FedEx
The Hero brand archetype can definitely be used for wedding planners. After all, there are no greater heroes on the wedding day than a wedding planner toting a box of supplies for emergencies and being able to deftly move through a crisis after crisis, all while not telling their client a single thing.
This brand archetype promises attention to detail and an ability to preserver. This can be an especially valuable message to Type-A brides, the ones that desperately want someone to come into the scene stronger and more experienced, that they can trust.
This could also be an excellent archetype for DJs if the brand is painted as “saving” wedding receptions from boring and traditional songs. Promise them a memorable reception that will have people talking for years.
How to Build a Brand With This Archetype
- As mentioned above, you’ll want to continuously reinforce that you’re there to save the day, whatever that looks like. Showcase reviews that have clients raving about how you fixed a crisis with aplomb and grace.
- Underpromise and overdeliver. NEVER promise more than you can deliver, and honestly? Don’t promise something you can’t deliver x3. Make people feel like they actually got a bargain with you. This could involve offering complimentary services that don’t affect your overhead or staying an hour later because you know the client needs that kind of experience.
Archetype #9 — The Regular Guy
Brand Example: Any Cookie Cutter Brands
Let’s face it: there are lots of people out there that want a traditional experience. And there are plenty of brands eager to deliver this. Brands focusing on this archetype wear t-shirts and sneakers. They avoid name brands or showing an unachievable lifestyle.
This can be a great brand archetype for companies wanting to relate to their client on a level that sits in everyday life. Show your family. Show your messy house. Explain how you love to wear pajamas when working from home. These kinds of brands can actually be quite successful because so many clients will see themselves in this kind of brand.
However, the drawback is that because the brand appeals to so many people, it can also be difficult to weed out tire kickers or possible Karens. Niche brands are able to hone in on their target audience, so The Regular Guy archetype might want to focus on solid customer service systems that deal with possibly difficult scenarios.
How to Build a Brand With This Archetype
- Create a brand that offers assistance with struggles while promising a zero-judgment zone. Say things like, “I’ve been where you are, and I get how hard it can be.” This can be perfect for brands whose origin story came from being a prior bride (I would say groom, but I’ve never met a groom who started a wedding business because he loved the stress).
- This doesn’t mean you need to make less money. Still offer high-quality services and products, making it seem achievable for anyone.
Archetype #10 — The Rebel
Brand Example: Offbeat Bride
Also known as the Outlaw archetype, these brands/people are all about doing the opposite of normal. If it ain’t broke, it’s still worth fixing. If it’s broken, then it’s worth challenging, if not destroying it. Offbeat Bride was the answer to brands like The Knot or Brides.com. It’s a brand that says it provides “alternative wedding planning ideas.” The whole site features inclusivity on a level you won’t see very many other places.
And people love that shit. Since so much of the wedding industry is about the thin, white bride…anything else is seen as an “alternative.” Is it right? Absolutely not. Is it true? Unfortunately yes. That’s why it’s important to feature variety in your brand. Talk to your potential client about how you know it sucks out there, but you’re here to help them.
An ideal wedding company that would thrive in this brand would be photographers or wedding planners. Since they provide the largest personal service, it’s easier to paint a wedding day filled with uniqueness, thereby “Sticking it to The Man,” by creating non-traditional, even boundary-pushing, experiences.
If it makes you cringe to curse in your brand, this isn’t the archetype for you. Rebels don’t give half a shit about what others think. If you’re afraid of criticism, avoid this archetype at ALL costs.
How to Build a Brand With This Archetype
- Add sassy language. Insert cuss words. You can add asterisks like f*ck, because it’s about the point and not the word itself.
- Be willing to insult people. What I mean by this is creating a repelling or attracting message. In my own photography company, I had a tagline of “No Cookie Cutter Bullsh*t.” In 2020, I also put on my website that anyone voting for Trump was not welcome to make contact. I even got nasty emails over it. But I didn’t care—they weren’t my audience.
Archetype #11 — The Explorer
Brand Example: Travel-based Brands
This is perfect for destination/travel-focused brands, the Explorer archetype is all about new things, new places, and new ideas! Especially wedding photographers that showcase weddings on the African savannah or by waterfalls in Iceland. Some wedding planners love to plan destination weddings and honeymoons.
But if you don’t travel for work, i.e., a cake maker, florist, DJ, etc., then this archetype isn’t the right fit for you.
How to Build a Brand With This Archetype
- Show the world you’ve experienced on your social media. On your website, feature distinctly different backdrops that people would love to visit.
- Offer travel advice in blogs and captions. TikTok videos on how to pack a suitcase or plan adventures will be an excellent tool for communicating your brand’s values.
Archetype #12 — The Lover
Brand Example: Style Me Pretty
Le Sigh. Dreamy dreams are what this brand is made of. The Lover brand archetype focus on aesthetics and truly hone in on the passion and intimacy a wedding day can contain. A romantic-style brand will use light colors, softer brand photos, and use words like, “romantic,” “intimate,” “emotional,” and “timeless.”
The brand is not only solid but completely and thoroughly consistent in visual and verbal aesthetics. A walking Pinterest board filled with inspiration and a gentle feel. There can also be a focus on the sensual. Hair and makeup brands could really pull this archetype off, using natural-style makeup and classic hairstyles. Colors like cream, white, pink, taupe, and pastels are the way to go.
How to Build a Brand With This Archetype
- This kind of brand needs to be carried even into your everyday life. If you wear black every day, this brand will feel less consistent. Focus on beige vibes. Maybe you could focus on adding relatable content, like showing a messy home, but clients would much rather hear about your date nights with your partner.
- You’re selling a dream, in a way. The idea of everlasting love, the kind that leads to 40-year marriages. So focus on getting to know your client and offer kind words in your marketing copy.
Conclusion
I wish I’d known about the idea of brand archetypes years ago! To me, it’s actually an exciting way to begin narrowing down your niche and message to clients. It can also help you get to know yourself if you want a brand to reflect your own personality. For me? I identify as a Hero. I’m here to educate, help you dig deep, and even challenge people to push past their comfort zones. It’s incredibly rewarding!
So go grab a notebook and start writing down your thoughts. Make a plan. Then send me an email so we can get started.
