Brand Archetypes Can Transform Your Business into an Influential Brand (Here’s How)
Ever wondered why there are brands that appear so powerful that they wield influence on pop culture? What could be their secret? You’ve searched and dug deeper but cannot successfully piece it together.
Or have you stopped to wonder why you naturally gravitate to a particular brand regardless of its competition’s strong marketing? You keep asking yourself if you are under a spell for blindly supporting this brand and even going as far as promoting their product or service to people around you through word of mouth.
Discovering the answer requires you to look inwards. In our unconscious minds, we identify with a character trait that influences most of our (including our purchase) decisions. This is where archetypes come in. Developed by Swiss psychologist Carl Jung, archetypes are the different forms of human nature embedded in our unconscious minds that influence our conscious decisions.
We can easily relate to this character quality and find ourselves aligning with ideas, innovations, and works of art that embody this trait. Therefore, when we talk about brand archetypes, we refer to these familiar characters that resonate with our inner being. And when your business is rooted in these archetypes, it can be the magic your brand needs to soar beyond average and mainstream status.
There are twelve brand archetypes and they are The Outlaw, Creator, Magician, Hero, Lover, Jester, Everyman, Caregiver, Ruler, Innocent, Sage, and Explorer.
Let’s look at them one after the other, shall we?
The Twelve Brand Archetypes
1. The Outlaw
This archetype is also known as The Maverick or Rebel. Outlaw brands aim to bring about a revolution and challenge social mores and norms.
If you find yourself drawn to an outlaw brand archetype, you might have a character trait of bravery and audacity in you.
Branding Approach: Out of the Ordinary, Nonconformist, Brave, Audacious
Brand Examples: MTV, Urban Outfitters, Virgin, Harley-Davidson
2. The Creator
This archetype is also known as the Maker. The Creator symbolizes authenticity and innovation. The Creator archetype seeks to create novel technology and tools that are durable and strong.
Branding Approach: Creative, Authentic, Imaginative, Artistic, Inventive
Brand Examples: Adobe, LEGO, Pinterest, Apple, Canva
3. The Magician
This archetype represents change and noteworthy blessings. Brands with the Magician archetype strive to change the world in a powerful way that is both remarkable and historic.
Branding Approach: Charismatic, Inspiring, Transformation
Brand Examples: MAC Cosmetics, Disney, Apple, Pixar
4. The Hero
This is also known as the Warrior or Champion archetype. This archetype symbolizes courage and triumph. Achievement and charisma are the core values of this brand archetype.
Branding Approach: Resilient, Courageous, Bold, Fearless
Brand Examples: Nike, Adidas, FedEx, BMW, Duracell, Tesla, Microsoft
5. The Lover
This brand archetype represents sensuality and intimacy. This brand archetype strives to evoke intimacy and passion in a bid to foster stronger relationships.
Branding Approach: Passionate, Intimate, Sensual, Emotional
Brand Examples: Victoria’s Secret, Chanel, Christian Dior, L’Oreal, Zara, Dolce&Gabbana
6. The Jester
This archetype is focused on entertaining and joyful themes.
Branding Approach: Enjoyment, Fun
Brand Examples: Nickelodeon, Ben & Jerry’s, Snickers
7. The Everyman
This brand archetype exemplifies the regular person. It screams simplicity and down-to-earth nature.
Branding Approach: Practical, Down-to-earth, Reliable, Honest
Brand Examples: Ikea, Walmart, Gap, Target, Amazon
8. The Caregiver
This brand archetype embodies nurture and service. Brands that embody this archetype often have altruistic values and strive to protect and preserve the environment.
Branding Approach: Selfless, Patient, Comforting, Protective
Brand Examples: Johnson’s Baby, Volvo, Unicef, Pampers
9. The Ruler
When you think of the ruler archetype, think of the powerful and dominant one. Brands that symbolize this archetype often appear powerful and influential. They are also confident and authoritative in their communication.
Branding Approach: Strong, Stable, Dominance, Leadership
Brand Examples: Rolex, Rolls Royce, Mercedes Benz, Louis Vuitton, Maseratti, Versace
10. The Innocent
This archetype exemplifies optimism and safety. A brand with the innocent archetype appears simple, carefree and cheerful.
Branding Approach: Sincere, Trusting, Simple, Pure, Sweet
Brand Examples: Coca-Cola, Dove
11. The Sage
This archetype represents wisdom and knowledge. Also known as the Teacher, brands that fall within this archetype are expressive of objectivity and deep research.
Branding Approach: Intelligent, Rational, Analytical, Wise
Brand Examples: CNN, Google, The Wall Street Journal, The New York Times
12. The Explorer
This archetype exemplifies adventure and an endless desire to go beyond the ordinary depths of human endeavour. The Explorer is always on a quest for discovery.
Branding Approach: Instinctive, Liberated, Adventurous, Exciting
Brand Examples: Nat Geo, Red Bull, Timberland, Jeep
How Brand Archetypes Can Transform Your Business
When your business is rooted in a brand archetype, it becomes easier to remain evergreen and withstand different seasons and ages. To capitalize on brand archetypes for your business, there are a few stages you must not omit.
Stage One: Discern the desire of your classical target consumer
Who is your ideal customer? What do they care about? What are they passionate about? What are they searching for?
Stage Two: Pinpoint your Brand Persona
It is time to determine the brand archetype that best suits your ideal customer’s desire.
Stage Three: Establish your Archetype Hash
You may discover that your ideal customer can relate to more than one archetype. This will help you refine your brand to become well-rounded in such a way that it exemplifies a couple of character traits/archetypes that you can’t deviate from if you truly want to resonate with your target audience.
Stage Four: Design your Brand Outlook
Your brand must have a unique viewpoint that can be easily identifiable. This will make your brand stand out from the crowd. Your brand will also embody a soul that people will be able to relate to.
Building strong brand loyalty and influence does not come by doing regular things. You achieve it by designing a brand personality rooted in one or more of the twelve archetypes. This way, your brand effortlessly commands attention and ultimately stays on top of the game for years to come.