The Power of Archetypes in Music Branding: crafting a personal brand

Introduction to Archetypes

This blog post is the first in a series on main branding concepts. Starting point: your Brand Essence: your core personality. This beating heart of your artist brand centers around concepts such as your Archetypes, Brand Mission, and Brand Myth. Here, we'll explore the powerful concept of archetype branding.

If you're a musician trying to break through the noise, you know that making great music is only part of the equation. In a world overflowing with content, your brand needs to hit the right notes, too. And that's where archetype branding comes in—it's like finding the perfect harmony between your music and your identity. Let’s dive into this concept, breaking it down so you can use it to resonate with your audience like never before. Starting with a question that's probably on your mind right now: what’s an archetype, and why should I care?

Imagine if your brand had a personality, a vibe that people could instantly recognize and connect with. That’s what an archetype does. Archetypes have its roots in Greek mythology and were further developed in psychological research by Carl Jung on the subconscious. Archetypes represent certain basic human motivations & emotions: they are universal. No matter where you are, people will recognize these basic personas. Think of it as the DNA of your brand. Archetypes help you tell a consistent story and connect emotionally with your fans. When integrated correctly, people will get what you stand for and who you are. Therefore, knowing your 1-3 archetypes will set you apart. By the way, each archetype has unique and special gifts and challenges. There is no ‘best archetype’ or hierarchy in the archetype framework.

The Archetype Framework

According to Jung, there are twelve universal personality types. These are the Innocent, Sage, Explorer, Outlaw (Rebel), Magician, Hero, Lover, Jester, Everyman, Caregiver, Ruler and Creator (Artist). See the image below. Each of these archetypes embodies a basic value. For example, the Sage (think Yoda from Star Wars) stands for knowledge: enlightening and serving people with your wisdom, knowledge, and life experience. Artists that embody this archetype usually make introspective work. For example, Joni Mitchell music delves into personal and societal issues with depth and insight. Her poetic style often reflects a quest for understanding and wisdom.

Let's make these archetypes more concrete by exploring a few in more detail. Below I explain four archetypes by illustrating how certain artists embody and utilize characteristics of these archetypes:

• The Outlaw/Rebel: If your music challenges norms and speaks to breaking free, the Rebel archetype might be your vibe. Think of artists like Bob Dylan, Billie Eilish, and Miley Cyrus, or Louis Cole as a jazz artist, and John Cage as a classical composer. For the latter, John Cage challenged traditional concepts of music and sound. His piece "4'33"," in which performers remain silent on stage for four minutes and thirty-three seconds, questioned the very definition of music and performance, emphasizing the role of silence and ambient sounds. In short, Rebels don’t just make music; they make statements, in their art and beyond, about the changes they want to see in the world. They rebel against conventions, don't want to fit in a box, and are against the status quo. Simply put, if you're a rebel, you will hate this label ;)

• The Artist/Creator: Are you all about innovation and pushing the boundaries of what music can be? The Creator archetype is all about embodying limitless creation. Think Miles Davis, Thundercat, and Jacob Collier in Jazz, Björk and Grimes in pop, or Kanye West in hip-hop, who constantly redefine their genres. You are a creator when you truly play and experiment with music all the time, and don't care about any (genre-)constraint. Every artist is creative, but a Creator is next level, and creates their own (musical) worlds.

• The Lover: If your music is all about connection, intimacy, and emotional depth, embodying the Lover archetype can create a deep bond with your audience. Adele, Taylor Swift, and Ed Sheeran are classic Lovers, pouring their hearts into every song. This will come back in everything you do: performances will feel like a warm bath, even when you're in a stadium. Look at Taylor's album "Red", and see how Lover colors (red, orange) come back everywhere in the album artwork, photos, Instagram posts, and more from that era.

• The Jester: if Mr.Bean were a musician. For those of you who see the world through a playful lens, using humor and wit in their music and branding. Think of artists like Louis Cole, Vulfpeck, and the Foo Fighters. 'Hey, you mentioned Louis Cole, before!". Yes, most people are a hybrid form of two or three archetypes. For me, Louis Cole is a mix of the Rebel (he has no website for example), and a Jester: his lyrics, and outfits are super funny. Check his song Bank Account. A Jester move.

Understanding your brand archetypes will make all your decisions a lot easier. If you're a Rebel will you make a slick, business website, just like everybody else? No. Will you just accept that music award or Nobel Prize (not if you're Bob Dylan)? Starting to see my point? Look at your favorite artists. Which archetype do they embody? And, most importantly, how do they integrate it into everything that they do? What makes violinist Ray Chen an Everyman? Is it his casual clothing on Instagram? Why and how is Beyoncé a Ruler and Hero? Does she speak out on social issues? Start to look at artists through this branding lens, and their branding choices will start to make a lot more sense.

Discover your archetype(s)

Before you read more, it's time for action. I suggest you do two or three archetype tests right now. Did you find 1-3 matches? Do they resonate with you? Do you friends and family agree with these outcomes? Take your time for this branding phase. It truly is the starting point, and the foundation on which everything else will be built. The archetype has to feel authentic and embody your basic character.

Tests:

Test 1: https://abigailk.com/quiz/
Test 2: https://visionone.co.uk/brand-archetypes/brand-archetype-quiz/
Test 3: https://juliehallonline.com/quiz/

Bringing Your Archetype to Life

Once you've chosen your archetype, it’s time to weave it into every aspect of your brand. Your social media presence, visuals, your live-show, endorsements, collabs, release strategy should echo this identity. Consistency is key—fans should instantly recognize your vibe whether they’re scrolling through TikTok or watching your latest video.

• Visuals: Your aesthetic should mirror your archetype. A Rebel might opt for bold, provocative imagery, while a Lover might choose softer, more intimate visuals.

• Messaging: The way you communicate with your fans, whether in interviews or social media, should reflect your archetype's values. A Creator might focus on the process of making music, like Jacob Collier who shares his creative process and is always creating on YouTube, and trying new instruments, and more.

• Performance: Let your archetype guide your performances. A Rebel's live show might be raw and energetic, while a Lover might focus on creating a more intimate, emotional experience for their audience.
  

Authenticity is Your Superpower

The beauty of archetype branding is that it’s not about creating a false persona; it’s about amplifying the true you. The music industry is full of noise, but when you know who you are and convey that consistently, you become a clear, resonant voice amidst the chaos. Your fans aren't just listening to your music—they’re connecting with your story, your essence. Integrating your archetypes in your branding is step one is becoming remarkable. Also, it will make you more human, and will give you a clear compass for all your career music decisions. They have to be on brand. Like Radiohead, if you're a Hero and Everyman, of course, you release your album In Rainbows (2007) as a digital download with a "pay what you wish" construction. Why? Because you trust your fans, truly believe in community, and want your music to be accessible to all. A release they simply announced by a short blog post and not a huge global PR campaign (Hero move). Read more on it here. Do you see how your archetype(s) can offer you original and creative new ways to do your marketing?

So, explore these archetypes, find 1-3 that feel right, and let them guide your brand. The world doesn’t need another copycat. It needs you, with all your quirks and weirdness. Your archetype is your secret sauce—use it to make your mark and create a lasting impression.

Now, go out there and be remarkable.