Episode #3: Discover the Power of Archetypes in Branding – the Scoop on Athena & Wonder Woman

Welcome to episode three of The Athena Arena Podcast – The Digital Marketing Podcast & Content Marketing Strategy Academy for Aspiring 6, 7, and 8-figure (what I call) Wonder Woman Brands & Mastering Your Inner Game.

Today I want to introduce you to the notion of archetypes in branding and why I consider it a “power play” in your branding or personal branding efforts.

This website and podcast are a living example of archetypes in branding in action and how the name “The Athena Arena” and the use of “Wonder Woman” came to me.

Hey there!

Liz Gracia Founder of The Athena Arena and Digital Marketing Podcast Host

So what’s up with the name of my website and podcast, The Athena Arena, and the tagline supercharge your business with a “Wonder Woman Brand”?

You may be wondering, Why Athena and why wonder woman brand?

What feeling or emotion does it evoke for you?

Is it intriguing or does it fall flat?

Does it give you an idea as to what it’s all about?

I have found that it immediately grabs someone’s attention… why do you think that is?

Well, it has to do with using the power of archetypes in branding to communicate quickly who you serve, what value-driven results you produce for clients, and painting a picture for your client’s future.

The Hero Archetype in BrandingIf the notion of using archetypes in branding is new to you, then stay tuned for today’s quick introduction to archetypes in branding, why it’s a powerplay in consciousness, and why advertising agencies have been using these for decades either consciously or unconsciously, to speak to their ideal clients.

But before I get into today’s topic on the power of using archetypes in branding…my name is Liz Gracia. I am your Happy, Insightful, and Perceptive host of AthenaArenaRadio.com.

Welcome to episode 3 of The Athena Arena PodcastThe Content & Digital Marketing Strategy Academy for Aspiring 6, 7, and 8-figure (what I call) Wonder Woman Brands & Mastering Your Inner Game…and all you brilliant men out there…don’t be fooled by the whole “wonder woman” thing…this is meant for you too!

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So What Are Archetypes?

The Innocent Archetype in BrandingThey are recognizable patterns in consciousness that are readily identifiable by ways of being, looking, speaking, etc…

There are 12 Archetypes in Branding

Some examples are:

The Innocent-–this would be found in the portrayal of Gerber Baby Food as an example… this archetype is pure, virtuous

The Magician Archetype promises transformation of some sort. Tesla, the car brand, is an example of a Magician Archetype. that seeks to transform the world.

So The Athena Arena just “came” to me without much thought… it sounded good and was quite catchy and represented who I wanted to help

Interestingly, Athena’s powers include strategy (in war), courage (she inspired courage in men during wartime), and creativity ( during peaceful times, she was quite the inventor and creative). And she’s widely known as the Goddess of wisdom.

The Creative Archetype in BrandingPeople with something significant to share with the world are “Athenas” in their arenas.

They embody creativity, courage, and wisdom in their field of expertise.

Surprisingly I discovered that Athena and I have much in common… I recently took a Clifton Strengths test, and my top 2 skills are strategy and ideation (or creativity).

During one of many mystical moments, I was informed that I came here to experience and step into courage on many fronts…

I see how the Goddess Athena can embody a few archetypes like:

  • The Creator (creativity)
  • The Sage (wisdom) and
  • maybe a combination of The Hero and The Magician (inspiring warriors to step into courage and transform themselves to a higher level of consciousness)

and my use of the phrase “Wonder Woman Brand” is The Hero archetype in action.

The Sage Archetype in BrandingAn example of The Hero archetype is the shoe company Nike, which is the Goddess of Victory. Its “Just do it” slogan exemplifies Bold, risky, and ever-striving; it encourages its audience to push themselves to their absolute limits to achieve their personal best.

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Helpful Resources, Tools, & Relevant Links

Archetypes in Branding: A Toolkit for Creatives and Strategists Hardcover-spiralIf you are a creative professional, graphic, web designer, or brand strategist, you will love the book Archetypes in Branding: A Toolkit for Creatives and Strategists. I have this in my creative and professional library. It’s a beautifully designed book with all sorts of visual inspirations for all 12 of the archetypes in branding.

If you want to learn more about the 12 Archetypes in Branding, you can register for free for my recorded Archetypes in Branding Webinar here.

If you are a solopreneur, startup, or small business owner without an intentionally developed brand, you may want to register for my free recorded webinar on the significance of branding your business here. Though this webinar is specific to personal branding, the same principles apply.

Disclaimer: This post contains affiliate links. If you make a purchase, I may receive a commission at no extra cost to you.