03/06/2025
Have you ever heard of a brand archetype?
I have been completing a course in Content Creation at Exeter College which follows up from the Digital Marketing course, I completed last year. One part that really stood out for me was Brand Archetypes.
Google defines Brand Archetype as...
“A brand archetype is a symbolic character or persona used to represent a brand, conveying its values and personality in a way that resonates with the target audience. It's like giving your brand a human-like character to build emotional connections and create a unique identity.”
During one of the lessons about branding, I was taught that every business has a brand archetype and was shown a chart with each of the archetypes and their meaning. I was quickly drawn to the Creator archetype as it felt natural as being DJs and music producers, we strive for innovation and work to a structure. We structure our evenings so everything runs smoothly which enables us to set up and dismantle with ease and when creating music, every song has a structure and it’s being creative.
To get my brand archetype, I took a quiz that had several responses to questions regarding our business so there were no right or wrong answers but more personal to how we personally run our businesses.
I was surprised by the result of the quiz as I was not expecting to be a “Lover” archetype but thinking about it more and more made me realise this quiz was right. This is perfect as we cater for weddings mostly but we are also "The Jester".
🎉 Your Primary Archetype: The Jester
Core desire: To bring joy, laughter, and live in the moment
Your brand fit: You're in the business of fun—from dance floors packed with happy guests to memorable moments at weddings and birthdays. Your energy, nostalgia, and high-spirits scream Jester—but in a classy, well-executed way, not chaotic.
Voice & tone ideas: Playful, upbeat, witty—but never cheesy or unprofessional
Visual branding: Bold, vibrant colors with touches of retro charm (disco balls, light flares, classic vinyl, etc.)
💖 Secondary Archetype: The Lover
Core desire: To build connection and celebrate relationships
Your brand fit: Weddings and anniversaries are emotional, romantic, and intimate. You’re not just playing music—you’re setting the mood and soundtracking people's love stories.
Voice & tone ideas: Warm, charming, celebratory
Visual branding: Elegant typography, golds or pinks for romance-driven events, testimonials with emotional pull
Bonus Supporting Archetypes:
The Creator – When you're customizing playlists, designing light shows, or crafting the perfect experience
The Caregiver – When you're supporting families or making kids' parties magical and easy for parents
