Written by: Andrea Cristancho, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
The first time I came across the word Archetypes, the word itself took me to picture angels in my mind. It sounded exoteric, a bit too woo-woo for my taste, and mind you, I’m a crystals type of gal. However, at that point, I always wondered if I had to invest in a design crash course in order to nail that one ideal logo I could picture in my mind, but no designer yet managed to interpret. Until that point in my career, I always felt I had to settle for the image I had paid to create rather than strive for that look that would feel a perfect match to my message and personality.
Funny enough, in my previous businesses, my personality was always influenced, but never to the extent that would reflect me within my brand because I tried to stay executive. And, worst, I always settled for the opinion of the majority after presenting a couple of mockups, what most liked I follow. It always implied time and money spent, but I never got the gist of the full expression of branding yourself in business until I discovered this method.
Like many, I was also confusing a logo with a brand when, in reality, your logo same as your tagline are just one tiny aspect of the whole. Your brand is a combination of elements that all add up to deliver the promise of an experience. And, your personal brand is an opportunity to create meaningful, thought-provoking connections with your clients. It’s an opportunity to have focus, intention, and energy building your business.
So when I first came across the method Branding with Archetypes, I had to ask, what are archetypes? The term Archetype has its origins in ancient Greek, Archean, which means primitive and typos, which means pattern. The combined meaning then translates into primitive patterns in the sense that we all share them. These are images, characteristics, and qualities that are imprinted in our human psyche and are immediately understood because they are universal. Hence, archetypes provide a structured, easy to use method for creating meaning, emotion, and connection with your ideal clients, in a way that is authentic to you.
I went on with my research and discovered that Jungian archetypes are defined as universal, archaic symbols and images that derive from the collective unconscious, as proposed by Carl Jung. They are the psychic counterpart of instinct. They are a kind of innate unspecific knowledge, derived from the sum total of human history, which prefigures and directs conscious behavior. (wikipedia.org) That is to say; an Archetype is a collection of forms or images of a collective nature whi