Fashion Magazine

Archetypes in Branding (Part 2).

By Snezhana @SnezhanaGross
"Branding.. umm, it something about big companies and definitely not about my small clothes collection",- may be you are thinking while reading title. But what is brand?
Brand is a feature that identifies one seller from another. Name, colors, symbols and other features are working together. But I'm convinced that the most important is the creation of some story around your brand. This story  does not necessarily have to be truthful or to have the  traditional structure (the beginning and the end).
When I'm saying "story" I mean image:
  •    who is your character? why did she choose your clothes?
  •    what her personality traits? what set of values she has?
  •    what her favorite things, places, books? 
Archetypes will help you to create story, that would be familiar to many people.
In my previous post I showed you picture with 12 archetypes with 4 main "personal trait" or some "will" that cooperate each 3 types of 12. 
First time I found out that a lot of people of art professions use archetypes, when I visited master class of famous russian brilliant stylist and hairdresser Denis Osipov. He has a school for stylists, and most of their lessons are based on archetypes. For my list of archetypes (below), I took examples of people with different hairstyles. 
So, archetypes divided into groups by desire
Change: people who want to change something
  1. Hero - change the world, "everything is possible", to be strong.
Archetypes in Branding (Part 2).
  2. Magician - move the progress, to make dreams come true, futuristic
Archetypes in Branding (Part 2).
  3. Outlaw - "rules are made to be broken", revolution, rebel
Archetypes in Branding (Part 2).
Group Belonging: people who want to feel part of a group
  4. Jester - to live in the moment with full enjoyment, play, joke
Archetypes in Branding (Part 2).
  5. Lover - to be surrounded by love, to be attractive (by the way it's the favorite archetype of magazines)
Archetypes in Branding (Part 2).
  6. Everyman - the regular guy/girl, to connect with other people, to belong

Archetypes in Branding (Part 2).
Order: people who want to feel the stability and order
  7. Caregiver - to protect and care, to help others, altruist
Archetypes in Branding (Part 2).
  8. Ruler - the boss, leader, to control, responsibility
Archetypes in Branding (Part 2).
  9. Creator - to realize a vision, creativity and imagination, artistic, perfectionism
Archetypes in Branding (Part 2).
Self-knowledge: people who want to be free to explore the world and themselves
  10. Innocent - romantic, dreamer, to do things right, to be happy
Archetypes in Branding (Part 2).
  11. Sage - to understand the world, intelligence, thinker, philosopher,
Archetypes in Branding (Part 2).
  12. Explorer - " the freedom to find out who you are through exploring the world", journey, the seeker
Archetypes in Branding (Part 2).
Of course, people can't be divided into groups exactly, a lot of them will find themselves in 2-3 or more groups at the same time, but the foundation can be found.

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