So What Are Archetypes?
They 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.
People 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.
An 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.