When someone asks you about your favorite stories, you say the name of your favorite character. Have you ever noticed that the characters they contain fall into big categories? The tired sleuth of cheap alcohol-fueled world. the femme fatale with perfect contempt. The naïve young man whose destiny is to change the world. All these archetypes or characters defined by the generic traits explain the presence of the character and motives through their actions.
It is believed by a psychoanalyst superstar Carl Jung that these archetypes were familiar to us because they inherit the subconsciousness and primordial part of every person’s DNA. These archetypes exist in every group and everywhere. They just don’t exist in characters or stories. The same case goes for the brands. They are archetypes in various ways.
What Is a Brand Archetype?
Just like fictional characters are written according to the broadly defined paradigm helps us to understand the actions. A brand archetype is a way of presenting the brand. In other terms, it is symbolism, messages, behaviors, and person that is more recognizable and easier to associate with the targeted audience.
A targeted customer sharing the same values as of the brand will be attracted towards it more than other customers. There are 12 types of brand archetypes that are applied to the brands and humans as well.
12 Brand Archetypes
Talking about magicians as brand archetypes, then these magicians make your dreams come true. Also, they make your problems go away. The big or small things they do will make you feel amazed and transform. Knowledgeable, magicians are having access to secret information. The dissemination of which adds value to the customers and positions the brand. It is done by solving the problems of the customers and help them to fulfill their wishes.
Brand Archetype Gift: Making dreams come true and turning problems into solutions
Brand Archetype Examples: TUI, Dyson, Disney
Unlike Explorers, who ignore the rules as a by-product of their behavior, the Rebel actively seeks to break the rulebook. The Rebels seek the opportunity to dismantle the existing paradigms. As a result, they create something new, cheaper, and better. The Rebels position themselves as heady, free-thinking outlaws, and romanticized social archetypes.
The Rebel brand archetype seeks to undermine the status quo that allows the people to question it. As a result, people start looking for alternatives but, in the end, they return to them. Out of all archetypes, the Rebels are capable of inspiring the greatest brand loyalty. It is because of the counter-cultural messages that resonate beyond the product. It resonates with the philosophies and lifestyles of their customers.
Brand Archetype Gift: Modify existing structures such as sex appeal and rock’n’roll and promote brand loyalty.
Brand Archetype Examples: Greenpeace, Diesel, Harley Davidson
Like its spandex-clad Marvel and DC counterparts, the Hero brand archetype is up to the challenge. They inspire and protect. They sell the power of transformation and self-confidence. The Hero turns a brand into a story of triumph over adversity. As a result, a brand like Nike is not seen as a sneaker seller but as a transformative device helping people to reach their full potential.
The Hero brand archetype is having moralism. They see their work as stimulating and important. Also, they take pride in the positive effects they have brought to the world.
Brand Archetype Gift: Inspire courage and achievement to overcome adversity.
Brand Archetype Examples: The SAS, Red Cross, Nike
The Caregivers live to give. Compassion motivates them and they want people to feel nourished and safe. Despite being the advocates of the less fortunate, Caregivers are found in nursing, education, and charities. Also, they appear as cleaners, gardeners, and in restoration works such as catering and mending clothes.
Caregivers are selflessly motivated rather than financially. They are seen as trustworthy. Various brands such as Johnson & Johnson and Heinz have taken the advantage of the Caregiver brand archetype by expressing their products in rewarding and medicinal ways.
Brand Archetype Gift: Generating public support for the services of the socially minded. Also, to make people feel safe.
Brand Archetype Examples: Heinz, NHS, NSPCC
The Ruler seeks to take control by eliminating the uncertainty. They like to follow the rules, but best of all, they like to impose them. It is because after all, Leaders need Followers. The Rulers believe in the correct and proper game to create a respected and stable brand to adapt or suit. Being Rulers, they expect the same property from others. This is why the policies naturally fall into this category because they fail too.
Sometimes the confidence of the Rulers turns them into arrogance. Also, the Rulers must not appear despotic.
Brand Archetype Gift: Creation of high-quality and leading products by fostering stability and trust.
Brand Archetype Examples: American Express, Microsoft, Rolls Royce
The Creator as a brand archetype is having a vision. They think of ideas that would change the world or the world should be. As a result, such a brand creates a sustainable product that turns the vision of customers into a reality. Creators strive for authenticity, freedom, and innovation. Also, to make the sense of the world around them using different technology and creativity. As a result, they enable creativity in others.
Brand Archetype Gift: Creating an authentic brand story by fusing artistry and technology. Also, inspiring creativity in customers.
Brand Archetype Examples: Apple, GoPro, Adobe
Who said romance is dead? Well, it is not for a Lover. A Lover inspires closer relationships through seductions and sensuality. This brand archetype is not all about romance but the types of relationships. Some relationships of a Lover are spiritual, companionship and family. The Lover brand archetypes mainly focus on improving the relations of people with one another and things that matter.
Brand Archetype Gift: Providing sensual experiences by making people’s lives more special. Also, to connect people emotionally.
Brand Archetype Examples: Cesar, Haagen-Dazs, Victoria’s Secret
The office prankster or class clown are known and met by all once in a lifetime. The most important thing is to remember them. By connecting with their inner child, they want to have fun. Also, like most children, they don’t like to obey the rules. Jester likes to think outside the box because they have never spent their lives there. It makes them great innovators.
At first glance, Jesters live in the moment but on a deeper level. They understand that life should be filled with laughter whenever possible.
Brand Archetype Gift: Help people see the happier side of life by spreading creativity through joy.
Brand Archetype Examples: Budweiser, Paddy Power, Cadbury’s
The Everyman is the natural type of person such as unpretentious, healthy, approachable, and comfortable. Everyman values common sense, hard work, authenticity, and reliability. They want to seduce a mass market and therefore ignore the pitfall of luxury. For the common man, practicality trumps pretense. You think of Ford instead of Ferrari, Gap instead of Gucci.
Symbolically, Everyman associates with multiple cultures and families and attracting those who fall below the threshold of luxury. Also, for those who understand the value of money.
Brand Archetype Gift: Bringing the reliability, safety, confidence, and convenience to a mass market.
Brand Archetype Examples: Ford, Tesco, McCain
The promise of the Innocent brand archetype is simplicity bordering on naivety. The Innocent looks at the world through a child’s lens. They see pleasure, wonder, and happiness at every turn. They hope to convey a good feeling through their work. Innocents are innovative and rely on the simplicity of their products such as organic and baby soaps. Also, communication for children such as Coca Cola.
Brand Archetype Gift: They spread purity and joy in a cynical world.
Brand Archetype Examples: Johnson’s, Innocent, Coca Cola
The Sage believes that the truth will set you free. They are driven by the desire for knowledge and truth to make the world a better place. They do so by sharing their findings in different fields.
Sage archetypes are rigorous investigators and they don’t believe in misleading messages and ignorance. As information arbiters, they are seen as reliable and sources of intelligent information.
Brand Archetype Gift: Enlightening the world by sharing knowledge and gaining respect through intellectualism.
Brand Archetype Examples: Discovery Channel, The Economist, TED
Explorers are independent thinkers. They chart new paths to find the purpose in life and change it in the process. They often have an individualistic outlook but they have a clear and strong vision that inspires others to join them. Explorers seek joy and freedom through discovery. Sometimes, they avoid compliances and rules accordingly. They are defined more by their pioneering philosophy than by the industry they work in.
An Explorer brand archetype can be defined as democratizing and decentralizing the internal structures.
Brand Archetype Gift: Through innovative vision and strength changing the personalities.
Brand Archetype Examples: The Body Shop, Patagonia, NASA
Branding Archetype – Where Do You Fit In?
Branding archetypes are like the fictional stories you have been listening to or reading in your childhood. Brands are classified on their vision, mission, and product or services. Some are magicians, innocents, heroes, explorers, etc. The brand you use depicts your personality and vice versa. You can be one of the brand archetypes or a mix of two or three types.
You can be in transition from a market-disrupting rebel to a well-established ruler. On the other hand, you can be an inspiring and all-conquering hero, trailblazing explorer, or child-like innocent.