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Brand Archetypes

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Have you heard about brand archetypes? Although it may sound silly to base your brand identity on some characters from stories, brand archetypes can be effective because they are so simple. Discover why you need a brand archetype below! 
 

Why Your Business Needs a Brand Archetype 

It is vital for a brand to establish a unique voice to stand out from competitors. Brand Archetypes are a method of defining a business’s unique identity in a way that connects with customers. Defining your brand as an archetype will guide the content you choose to post, the offers you promote, and the way you connect with audiences. TED talks, for instance, follow the Sage archetype, which is known for providing wisdom and intelligence. Hallmark follows the Lover archetype, which is centered around loving relationships between family, friends, and partners. If you are not sure how your audience perceives your business, or if you feel you do not stand out enough from your competitors, you should use a Brand Archetype to more clearly define your identity.
 

Why are Brand Archetypes Effective? 

Brand archetypes are effective because they are based on qualities that are ingrained in us as humans. Every culture has stories with these archetypes, whether these stories are classified as fairy tales or historically real. Because of this, these characters are universally recognizable. Their actions, speech, and character traits are predictable. When a brand consistently positions itself using predictable traits from an archetype, it subconsciously establishes familiarity and trust with its audience. 
 

What are the 12 Brand Archetypes?

Brand archetypes have been used to help shape brands into one of twelve simple characters with unique stories that resonate with different audiences. These archetypes are essentially human traits – The Innocent, Explorer, Sage, Hero, Outlaw, Magician, Everyman, Lover, Jester, Caregiver, Creator, and Ruler.  

  1. The Innocent: Emphasizes simplicity, optimism, and purity. Brands with this archetype often promote happiness and nostalgia.
    – Example: Dove, Coca-Cola   
  1. The Explorer: Values freedom, adventure, and discovery. These brands encourage people to push boundaries and seek new experiences.
    – Example: Jeep, The North Face 
  1. The Sage: Focuses on knowledge, wisdom, and truth. Brands with this archetype often provide expertise and insights.
    – Example: Google, BBC 
  1. The Hero: Embodies courage, achievement, and triumph. These brands inspire people to rise to challenges and make a difference.
    – Example: Nike, FedEx 
  1. The Outlaw: Champions rebellion, disruption, and revolution. Brands with this archetype challenge the status quo and appeal to those who desire change.
    – Example: Harley-Davidson, Virgin 
  1. The Magician: Aspires to create transformation and make dreams come true. These brands offer magical experiences and innovations.
    – Example: Disney, Apple 
  1. The Regular Guy/Girl (Everyman): Represents belonging, connection, and practicality. These brands are relatable and down-to-earth.
    – Example: IKEA, Levi’s 
  1. The Lover: Centers around passion, romance, and sensuality. Brands with this archetype often focus on beauty and intimate experiences.
    – Example: Chanel, Victoria’s Secret 
  1. The Jester: Values fun, humor, and spontaneity. These brands entertain and bring joy to their audience.
    – Example: M&M’s, Old Spice 
  1. The Caregiver: Emphasizes compassion, service, and nurturing. Brands with this archetype are often associated with health and well-being.
    – Example: Johnson & Johnson, Campbell’s
     
  2. The Creator: Focuses on innovation, imagination, and self-expression. These brands encourage creativity and originality.
    – Example: LEGO, Adobe
  1. The Ruler: Represents control, order, and leadership. Brands with this archetype convey authority and reliability.
    – Example: Mercedes-Benz, Rolex 

How to Use Brand Archetype for Your Brand 

If you already know your values align most closely with one of the types listed above, research that category more specifically to find the best ways to connect with audiences using that archetype. Look at current businesses with that archetype that excel at resonating with your target audiences.  

Not sure where you stand? Answer some questions below to help you determine your brand archetype: 

What qualities does your brand represent (innovation, fun, compassion, etc.)? 

What are your audience’s goals and how does your brand help fulfill these goals? 

If your brand was a person, what kind of person would it be? 

What brands do you consider a role model for your business? 

How would your customers describe your brand to others? 

What impact do you want your brand to have on others/society? 

 Next, compare your answers to the 12 different archetypes. If you find your answers line up with multiple archetypes, explore combining different archetypes for a more unique brand identity. 

Conclusion  

Finding your brand archetype is essential for directing your marketing. For any questions regarding your marketing, reach out to us! We would love to take a look at your brand identity and offer assistance with any marketing questions. 
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