What is your SOUL Identity?

There’s something special about the brands we like. We share an unspoken bond with them that is difficult to explain. It’s as if we’ve met them before. It’s almost as though we love them in some circumstances.

What is it about these brands that draw us in? Why do we accept them into our family and show them loyalty?

What is your SOUL Identity / Archetype?

How do archetypes and branding intersect? The answer is straightforward: in the most fundamental way possible.

We understand archetypes. Our brains instinctively organize information by grouping like items and recognizing patterns. Recognizing common characteristics in individuals and symbols aids in the processing and comprehension of a tale. These similarities prompt us to experience certain emotions. They also cause some gut-level reactions.

As humans want to engage with people we are drawn to feelings, not products or services. People know and understand a brand when it adopts a major character archetype. People will like and trust you if they understand your brand, which will lead to connection and conversion.

Archetype is derived from the Greek words „arche“ and „typos,“ which mean „beginning“ and „imprint,“ respectively.

As a result, an archetype can be looked of as something that leaves a lasting impact on us… which is also an aim of a successful brand.

In the early twentieth century, psychiatrist Carl Jung explored archetypes. Carol Pearson, a leadership consultant, later adapted Jung’s insights to business and marketing at the turn of the century.