What’s Your Brand Archetype

What’s Your Brand Archetype. In Blackboard Fridays Episode 72, Jacob talks about Brand Promise. Need this implemented into your business? Talk to the international business advisor who can do exactly that – Contact Jacob, Learn More, or Subscribe for Updates.

Happy Friday Blackboarders,

I’m going to give you some homework this week, because I have something I know (from experience) that every business owner and leader will enjoy.

In this week’s episode – which you can watch here – I’ll be talking about one of the most misunderstood assets of any business, your Brand.

And I’ll be explaining the strategic brand framework I use with my clients to help them identify, articulate, and leverage (read: profit from) their brand. The system is called Brand Archetypes – and, most valuably, we leverage the Brandonian Archetype system to take this nebulous concept and turn it into something practical.

Learn more by watching this week’s episode. Then click here to take the Brand Archetype Indicator and find out what your ideal brand personality may be.

I’d love to learn your results, so let me know what you discover ahead of next week’s follow-up episode!

Who is Jacob Aldridge, Business Coach?

“The smart and quirky advisor who gets sh!t done in business.” Back independent since 2019.

Since April 2006, I’ve been an international business advisor providing bespoke solutions for privately-owned businesses with 12-96 employees.

At this stage you have proven your business model, but you’re struggling to turn aspirations into day-to-day reality. You are still responsible for all 28 areas of your business, but you don’t have the time or budget to hire 28 different experts.

You need 1 person you can trust who can show you how everything in your business is connected, and which areas to prioritise first.

That’s me.

Learn more here. Or Let’s chat.


In episode 63, we looked at positioning your business using the market matrix. We talked about how in modern society, we are also completely overwhelmed by advertising. A figure I shared was 5,000 advertising messages a day that each of us are bombarded with and if you can’t count all of those then that’s just further evidence of how much we ignore so much of the advertising that hits us.

Today we’re going to talk about one critical element of neuromarketing,  a way that you can position your brand in the marketplace to leverage your customers potential customers’ own brain to help reinforce the value that you can bring. And we’re using the framework Brand Archetypes.

I’m going to recommend at the end of this that you head over to Brandonian.com and undertake their brand archetype indicator, a great way for you to answer this question for yourself and to compare whether the specifics you answer and that indicator match where maybe you feel as I walk through the different archetypes your business is or needs to be.

Here’s the concept behind it. We as humans are hard-wired pattern recognition machines. If you’ve been to see any of the Star Wars movies you know that when somebody shows up dressed in white, that they’re the good guy, and when somebody shows up dressed in black, they’re the bad guy. Our brain connects those messages on such a fundamental level that the filmmaker doesn’t need to explain it anymore.

Brand archetypes takes that power and starts to break down two different competing human needs that we have to help resonate an archetype that just feels familiar the two axes have this one here north to south which looks at mastery, stability and at the other end risk, trying something new. We as humans are compelled to want both of those things at different times. We want stability in our life and we want to take risk.

The other axis we have our desire to belong to something with our desire to be independent, an individual. Again, human needs want both of those things and we break down the different characteristics on each of those axes we actually end up with 12 points on the matrix and each of these twelve points represents a fundamental balance within your brain and how it points the balance of those two axes to create a character, and an archetype that you instinctively have an emotional relationship with.

What we can then do with each of those twelve points, is flesh out exactly what that signifies so that’s stability, that real need to control, to rule is known as the ‘Ruler’ archetype. Microsoft is a fantastic example of a Ruler archetype that are a little bit too big for their boots. They stabilized and mastered the pc market to the point where they were actually tried for any competitive practices. 

At the other end of that spectrum, completely the opposite sitting in a risk space, trying something new is the 1980s and 1990s version of Apple.  Apple that smashed the IBM Big Brother in the famous Super Bowl out of the early 1980s and then in the 1990s challenged the Microsoft PC hegemony by suggesting that we could have colored computers. We could do something different, we could stand out. They could be the hero to help you to try something new, and of course you can see with the Apple example how these things can change in a business over time, how Apple is now one of the most valuable companies in the entire world, they themselves have become a ‘Ruler’ within the smartphone market.

If you head over to brandonian.com not only can you complete an indicator that will give you an idea of where your business sits in these different archetypes but you can read a little bit more about it these differences, about what makes each one special and you can start to understand how for so many businesses, they blur them. They blur the concept and as a result fail to pinpoint that one clear mark that allows them to cut through into their marketplace.

Next Steps

Want to learn more about how this can apply to your business? It costs nothing to chat:

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