In the world of brand-building, there’s an elusive quality that some brands seem to possess – a soul. This “soul” transcends logos, colours, or products. Brands with soul captivate customers by tapping into shared values and building communities, rather than merely promoting products. Take brands like Patagonia, which has built a following that goes beyond outerwear to inspire a belief system around environmental activism. Or Innocent Smoothies, whose “Innocent” archetype flows seamlessly from their name to their packaging, and right down to their philanthropic efforts, like those woolly hats for the elderly.
These aren’t accidental touches; they’re deeply rooted in brand archetypes. At Woven, we believe that understanding and embodying these archetypes can transform brands from a name on a product to a meaningful, lasting experience. Here’s how archetypes like the Innocent, the Rebel, and the Creator shape some of the most enduring brands.
The Power of the Innocent Archetype
The Innocent archetype is all about simplicity, purity, and optimism. Innocent Smoothies stands out as a near-perfect manifestation. From the brand’s approachable name to its colourful packaging and friendly language, every touchpoint reassures consumers of the product’s authenticity and simplicity. The archetype alignment is so profound that consumers happily pay a premium, even when their smoothie is side-by-side with a store brand at half the price. It’s a mark of trust, built on a promise that the brand truly lives out.
When Coca-Cola acquired Innocent, there was an undeniable synergy. Although many wouldn’t intuitively link the two brands, Coca-Cola itself embodies the Innocent archetype: think of those classic holiday adverts or the nostalgic “I’d Like to Teach the World to Sing” campaign. Coca-Cola and Innocent share a warmth and simplicity that resonates across generations and continents. This shared archetype played a critical role in Coca-Cola’s decision to bring Innocent into its portfolio, it was a brand that already embodied the values Coca-Cola has long championed.
Brands That Stay True to Their Archetype
An archetype isn’t a checkbox; it’s a compass. Patagonia, for instance, embodies the Explorer archetype. This isn’t limited to rugged jackets and outdoor gear, it’s a worldview that resonates with a consumer base deeply invested in environmental advocacy. Patagonia’s belief system is intrinsic to its identity, so much so that people associate buying Patagonia gear with supporting environmental causes. This brand connection is less about the transaction and more about the shared journey toward conservation and adventure.
In contrast, the Rebel archetype speaks to brands that challenge norms and offer an alternative to the mainstream. Virgin and Liquid Death are quintessential examples of Rebel brands. Virgin, with its playful defiance and disruptive spirit, wouldn’t fit comfortably under a corporate behemoth like Coca-Cola, but it could align with other Rebels looking to shake up their industries. This is the beauty of archetypes, they not only define a brand’s personality but also point toward the right partnerships and markets.
How to Build Your Brand’s Soul with Archetypes
At Woven, we use archetypes as a foundation to craft brands that resonate with authenticity and purpose. When you build a brand with a strong archetype, it goes beyond products, it embodies values, attracts communities, and inspires loyalty. Brands with soul are those that understand who they are and consistently express that identity at every touchpoint.
Ask yourself: What does my brand stand for? What archetype aligns with my brand’s mission and vision? And, most importantly, how can every element of my brand – from design to communication – reflect this archetype?
When a brand has soul, it’s not just about what they sell. It’s about what they stand for. Brands that stay true to their archetype create an identity that can’t be replicated. So, is your brand simply a name, or is it a belief system?