Find your brand archetype

A brand is more than a logo and some colours. It has a personality, a way of being. Archetypes are a simple model for that personality, and a useful place to start when you shape how your business looks and sounds.

What is an archetype?

The psychologist Carl Jung described twelve recurring figures in the human mind: the hero, the sage, the jester, and nine more. Later, Margaret Mark and Carol S. Pearson connected them to brands. The idea is simple: a business with a clear archetype is easier to recognise and connect with. Not because it is magic, but because people like personalities they recognise.

Why it helps

Most small businesses have a logo and some colours, but no clear personality. So everything ends up a little anonymous. An archetype gives you a fixed point:

• Customers remember you. A clear personality sticks, grey disappears.
• Choices get easier. Colour, tone and images follow from the personality, so you stop guessing.
• Your website gets direction. You know what it should be, not just what it should sell.

Take the test

We built a free test at brand.ibenta.no. Fifteen questions about your business, a couple of minutes, and you get:

• Your primary archetype, and a secondary one that supports it.
• A score breakdown across all twelve.
• A live demo of what a website in your archetype's style could look like.

Honest about what it is

This is not a scientific test, and it does not replace a proper branding process. Fifteen questions catch a direction, not the whole truth about your business. Use the result as a starting point. If you recognise yourself, you have something to build on. If you do not, that is useful to know too.

Want to try? Take the archetype test.