How To Find Your Brand Archetype


By: Jonathan Eifert

In: Arts Admin, Marketing & Communications, PR & Media,

To enlarge a fan base and keep them interested, the artist needs to regularly pump out content that aligns with their branded archetype—providing additional facets to who they are. After all, the core of branding is distinguishing one from the masses—creating visual, aural, and emotional identity.

Ask Questions

Before content generation though, the archetype needs to be selected and be front and center in the artist’s mind and their staff’s minds (manager, publicist, etc.). An easy way to identify an artist’s archetype is to ask these questions:

  • What’s the artist’s freak factor? What makes the artist unique?
  • What nonverbal tone should be communicated?
  • How does the artist want to be remembered?

Introspective answers will certainly provide a strong case to select two archetypes to incorporate into a branded image. One archetype is also fine, but it’s fine to have two.

Select One Archetype

There are different lists for standard branded archetypes, but here’s the list I like to use.

  • The Boss
  • The Enigma
  • The Best Friend
  • The Charmer
  • The Nurturer/Caregiver
  • The Philosopher & Sage
  • The Adventurer/Explorer
  • The Warrior
  • The Free Spirit
  • The Change Master
  • The Purist
  • The Rebel/Outlaw
  • The Creator
  • The Ordinary Guy

Identifying the artist’s branded archetype is a critical step in crafting a communications strategy that effectively builds brand dimension. The archetype needs to be in place before considering specific campaigns to showcase brand dimension to the artist’s fans.

Be Authentic

The best archetypes often emerge from self-reflection. Allowing the artist’s archetype to come from their authentic self is critical. In an age of “filtering,” it’s important to make sure the artist is not trying to be something they’re not. There could be a “gap in the market” that’s easily filled by building a brand around a certain archetype. However, this is not valuable to the artist, nor to their fans.

I often share this example with clients. People at-large have many different interests. Some like cooking, fashion, flying airplanes, travel, or art. These same people might also have controversial interests like hunting animals or attending political rallies. In determining the archetype, focus on something that is genuine, but not controversial. Push out content that highlights the desirable, but omits the controversy.

The artist’s public-facing communications should only highlight the pleasant archetype and leave out any information that doesn’t support it. Doing this isn’t only for avoiding controversy, it’s namely for brand clarity. Branding is about singularity and remaining top-of-mind. The easiest way to accomplish this is by focusing on one idea and executing it across platforms.

After the archetype is chosen through careful reflection ensuring that it aligns with who the artist truly is, pump out branded content. To assist with this, read my Checklist For Getting Noticed.

In the end, you’ll be glad you took the time to find an archetype as it usually generates more income for all involved.

How To Find Your Brand Archetype

How do you make more money? Read my previous article How To Make More Money By Building Brand Dimension.

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Jonathan Eifert
Trained as a classical pianist, Jonathan realized early in his career he preferred the business of music, rather than making music professionally. He moved to London to study arts management and after a series of successful encounters, returned to the U.S. to build his PR firm. People in the industry started hearing about his work and innovative approach to PR. Word travelled fast and projects began. Work started at his kitchen table in a leafy Philadelphia suburb. Fast forward to the present day, Jonathan is based in New York City. As needed, he provides on-site client visits around the United States, but most projects are maintained remotely through a strong infrastructure of digital platforms and global contacts. Over the years he has enjoyed providing marketing, communications, and PR support for the Cleveland International Piano Competition, Portland Piano International, Allentown Symphony Orchestra, Golandsky Institute at Princeton University, Philadelphia Young Pianists' Academy, and Pianofest in the Hamptons. Jonathan previously worked at IMG Artists (London) and Astral (Philadelphia). He now serves clients throughout the U.S. as the founder of Jonathan Eifert Public Relations. He is an associate member of the Grammy Recording Academy and regular contributor to Jonathan completed his Master of Arts degree in cultural policy and management (arts administration) from City, University of London—specializing in classical artists’ brands and their development. He holds his Bachelor of Music degree from Cairn University. Jonathan is a board member of Living the Classical Life and member of Astral's Institutional Advancement Committee. Learn more on
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