Brand Archetype

Brand positioning and a mission or tagline often get confused, but they serve very different roles. Positioning is the underlying reason someone should choose your brand over another. It’s the space you decide to own in the customer’s mind. A mission or tagline comes later and acts as an expression of that idea. You can change a line or refresh messaging, but the positioning underneath should remain steady and guide every decision the brand makes.

‍

A good example is Volvo. Its positioning has long been rooted in safety. “For Life” isn’t the positioning itself; it’s simply one way of communicating that belief. At Confetti, we always develop positioning first, usually within one week, before any lines, slogans, or messaging are written. If you’re unsure what your brand should truly stand for before putting words to it, booking a call with our team is the best way to talk it through properly.

Choosing a brand archetype shouldn’t come down to instinct alone. Gut feel can be useful, but on its own, it often reflects personal bias rather than what will resonate long term. We look at who the audience is, how the category behaves, and where the brand wants to be in a few years. When those three are aligned, the archetype tends to reveal itself quite naturally. It becomes a strategic decision, not a creative guess.

‍

You can see this with Minimalist. Its focus on education, transparency, and evidence-led communication clearly places it within the Sage archetype, and that choice shows up consistently across content, packaging, and tone. At Confetti, this work runs alongside positioning and is usually completed in under a week, so it informs decisions early rather than being layered on later. If you want to identify an archetype that genuinely fits your audience and ambition, a focused strategy call is the best way to map it out properly with our team.

Yes, a brand can evolve its archetype over time, but it needs to be driven by real change rather than restlessness. This usually happens when the audience shifts, the category matures, or the brand itself grows into a more considered role. What matters is continuity. The brand should feel like it’s grown up, not like it’s changed personality overnight.

‍

A good example is Olly. It began with a playful, approachable tone and gradually refined its voice as it moved deeper into the wellness space, without losing what made it recognisable in the first place. At Confetti, we design archetypes with this kind of evolution in mind, so they can adapt without breaking trust. If you’re unsure whether your brand needs to evolve or simply needs sharper definition, a call with our team can help assess that properly.

A brand archetype actually ends up acting almost like a decision filter. Once it’s defined, it influences how a brand speaks, how it looks, and how it shows up across every touchpoint. It guides word choice, pacing, colour, layout, and even what the brand chooses not to say. Without this filter, tone and design decisions often become subjective, changing based on taste or trends rather than intent.

‍

You can see this clearly in Aesop. Its Sage archetype comes through in calm, considered language, restrained visuals, and storytelling that leans into thoughtfulness rather than persuasion. At Confetti, archetypes are always locked before any tone of voice or visual exploration begins, so creative work has a strong point of reference from day one. If you’d like to see how defining the right archetype can bring alignment across your brand, a conversation with our team is the best place to start.

When a brand tries to combine multiple archetypes at once, the result is usually mixed signals. The tone shifts from one message to the next, the visuals pull in different directions, and the brand becomes harder to recognise or remember. This is something we see often with early-stage D2C brands that attempt to be playful, premium, and educational all at the same time. Instead of feeling well-rounded, the brand ends up feeling unsure of itself and sounds confusing to its customers.

‍

At Confetti, we focus on defining one clear primary archetype, supported by a subtle secondary layer where it makes sense. This gives the brand a strong, consistent personality while still allowing enough flexibility to grow. If your brand currently feels pulled in too many directions, a quick call with our team can help simplify the thinking and sharpen how your brand shows up.