First, I love helping brands figure out their Brand Archetype. It's really fun, because it's like one of those quizzes we used to do on Facebook that would tell us what our spirit animal is or which "Friends" character we're most like. But unlike those quizzes, Brand Archetypes are far from silly. In fact, they're essential to creating a distinct and memorable brand identity. So how do you determine your Brand Archetype? Let's first look at the 12 different archetypes.  The 12 Archetypes, their core value, desire, drive, and fears are:
If you're like me, you may look at this list and see yourself/your brand in several of these archetypes. And to create our brand archetype, we identify a primary archetype, a secondary, and maybe even a tertiary. Your primary archetype is who you are at your core. Your secondary is how you express your primary. And your third is your flavor. Your brand's archetype is determined by your core values, your deepest desires, what drives you, and greatest fears. Take this archetype assessment to determine your brand archetype mix. This test was created by Jen Kem, master Brand Strategist, and is the only archetype test that has been recognized by a top collegiate school of psychology. Once you take the test, book a Magic Hour and let's talk about how to make your brand come alive with your Brand Archetype. Stay curious, 🎈Justine Red Balloon Station is a creative hub for storytelling and brand messaging, dedicated to amplifying the voices of equity-driven Women of Color entrepreneurs and creatives. Through strategy, storytelling, and sales, we’re here to help you harness your own words and stories, forging meaningful connections with your dream audience and making a lasting impact on people, the planet, and culture.
Justine Wentzell-Chang is an Eldest Daughter of Immigrants, Mother, Activist, and your Station Master/Chief Word Witch at Red Balloon Station bringing you strategic messaging and story-centered, conscious copywriting services. With a law degree and over a decade of experience making & writing movies that sell globally, I learned a thing or two about writing stories that sell. Now I’m here to give you a spoonful of strategy and conviction to make your words convert...in the most unforgettable way! Your story deserves to be told—by you. For too long, others have controlled the narrative, distorting the brilliance, resilience, and impact of Women of Color. But we’re here to change that, because you’re not just building a brand; you’re shaping culture, challenging the status quo, and creating a ripple effect of empathy, equity, and positive change. My job? To make sure your messaging reflects that power—clearly, confidently, and with staying power.
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