Archetypal Naming
What is Archetypal naming anyway?
Why invent a personality when you can borrow one that's already universal? Instead of calling your brand 'RebelCorp' (obvious), you tap into the Rebel archetype and suddenly people understand your brand without explanation. That's archetypal naming.
Archetypes are universal character types that everyone recognizes: the Hero, the Rebel, the Sage, the Lover. When someone hears a brand built on the Hero archetype, they don't need explanation — they feel it. That instant recognition is why this naming technique works so damn well for brands that want to communicate personality through universal stories.
Why do archetypal names work so well in naming?
Archetypes are hardwired into human psychology. Everyone knows what a Hero represents. Everyone understands what a Rebel means. When done right, archetypal names create instant recognition, emotional connection, and personality that's built into human consciousness. When done wrong? You get a name that feels generic or forced.
The trick is picking the right archetype and making it yours. Not just slapping 'Hero' on everything, but finding the archetype that matches your brand and expressing it uniquely. Virgin nailed the Rebel. Others nail the Hero. That's the difference between strategic archetypal naming and generic personality in naming.
Real-World Examples
When should you use Archetypal naming for your brand name or product name?
Taps into universal psychology — instant recognition and connection
Creates emotional depth — archetypes have built-in stories
Works globally — universal character types travel across cultures
Allows for rich brand storytelling
When should you avoid Archetypal naming for your brand name or product name?
Can feel generic if not executed uniquely
Might limit brand evolution if archetype is too rigid
Less flexible than abstract names if your brand changes
Step by step guide
How to use Archetypal in naming?
Figure out which archetype actually fits your brand.
Not every company needs an archetype. If you can't find a good match, maybe skip this route.
Selfstorm how to express the archetype uniquely.
Use Selfstorm's naming creative session to explore options. What archetype matches your brand? How can you express it uniquely?
Test if the archetype resonates.
Good archetypal names create instant connection. If people don't feel it, it won't work. Show someone your name. Do they get the archetype?
Make sure it's not too generic.
Archetypes are universal, but your expression should be unique. If it feels like everyone else, try again.
Check for negative associations.
Does your archetype accidentally mean something bad in other cultures? Does it remind people of something negative? Do your homework.
Plan how you'll live the archetype.
Archetypal names need consistent expression. How will you embody the archetype in everything you do? If you can't answer this, reconsider.
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