Giving your firm a memorable brand identity starts with understanding brand archetypes. Every great brand tells a story, and at the heart of that story is a character—the brand archetype. For investment and legal firms aiming to distinguish themselves, leveraging archetypes can create a powerful and relatable brand identity.
Understanding Brand Archetypes
Originating from psychologist Carl Jung’s theories, archetypes are universal, symbolic characters that reside within the collective unconscious. In branding, they help humanise a brand, making it more relatable and memorable.
The 12 Classic Archetypes
• The Innocent
• The Sage
• The Explorer
• The Outlaw
• The Magician
• The Hero
• The Lover
• The Jester
• The Everyman
• The Caregiver
• The Ruler
• The Creator
Applying Archetypes to Professional Firms
1. Select an Archetype That Aligns with Your Values: For instance, The Sage suits firms emphasising wisdom and expertise.
2. Infuse the Archetype into Your Brand Messaging: Use language, imagery, and narratives that reflect your chosen archetype.
3. Ensure Authenticity: The archetype should genuinely reflect your firm’s identity to build trust.
Through our work at Potting Shed, we’ve guided over 150 brands in discovering and embodying their archetypes, resulting in stronger brand identities and market positions.
Case Study: Linklaters as The Sage
Global law firm Linklaters embodies The Sage archetype, positioning itself as a source of unparalleled expertise and insight. Their commitment to thought leadership and knowledge sharing reinforces this identity.
Benefits of Using Archetypes
• Differentiation: Stand out in a crowded market.
• Emotional Connection: Engage clients on a deeper level.
• Consistent Brand Experience: Provide a cohesive brand message across all platforms.
Connecting with Clients Worldwide
In today’s global market, clients value both tradition and innovation. Choosing the right archetype can position your firm as trustworthy and forward-thinking, appealing to a diverse clientele.
-
Archetypes are a powerful tool in crafting a memorable brand identity. They provide a framework for storytelling that can elevate your firm’s presence in a competitive market.
Final Thoughts
At Woven, we specialise in helping boutique investment and legal firms uncover and articulate their foundational purpose, craft distinctive positioning, and develop compelling brand personalities. Drawing on years of experience with startups and entrepreneurs, as well as our deep understanding of offshore finance and law markets, we offer authentic value that resonates with today’s discerning clients.
With our branding studio, Potting Shed, we’ve been creating bold brands for over 17 years, shaping the identities of more than 150 businesses. We understand what it takes to stand out and are passionate about helping firms like yours weave their unique stories into brands that captivate and endure.
Comments