There's something about the brands we connect with that makes us feel good. We have a strange bond with them that we can't quite put our finger on. It's as if we've known them for a long time. It's almost as if we love them in some circumstances.
What is it about these brands that draws us in? Why do we accept them into our part of our life and show them loyalty? Is it because of brilliant ad writing, brilliant brand identity design, or some form of deception? The answer is the archetypes of the brands.
What Are Brand Archetypes?
Archetypes describe as a pattern of ideas and ways of thinking that is stable across time, generations, and civilizations. In branding, archetypes are used to guide and strengthen brand stories.
Why do Archetypes Matter?
Archetypes are universal human desires that can be tapped into. They take sales pitches and value propositions and turn them into a persona that people can relate to. Finding the right archetype for your brand is crucial for building an identity that feels relatable, consistent and unique.
What Are The 12 Brand Archetype?
Brand archetypes are derived from Jung’s original set and consist of 12 traits:
#1: The Creator
Creators build things. They may have a vision of the future, but they build it with their hands, not just describe it. They are doers and makers, who see the future as something that can be shaped and molded into a reality they can share with others. A creator celebrates all things artistic, but it still maintains a commitment to truth and integrity.
Traits: Creative, imaginative, artistic, inventive, entrepreneur
Drawback: Could be perfectionistic or impractical
Marketing niche: Visionary, help customers express foster their imagination
Example: Apple, Lego, Adobe, GoPro,
#2: The Sage
Sage archetype is a seeker of knowledge and wisdom. They do not like to be pigeon-holed or stuck in a box. They enjoy learning about new subjects and exploring unfamiliar territory. Sage's are excellent mentors and share their knowledge with others who need it. Sage's are good at teaching others, giving advice, and giving voice to people who need it.
Traits: Knowledgeable, trusted source of information, wisdom and intelligence, thoughtful, analytical
Drawback: Could be overly contemplative or too opinionated
Marketing niche: Help people to better understand the world, provide practical information and analysis
Example: BBC, Google, Philips
#3: The Caregiver
Compassion and a desire to help others motivate caregivers. They want others to feel safe and nurtured, and they will stand up for those who are less privileged. Caregivers are frequently maternity figures in the education, charity, and, in particular, nursing fields.
Traits: Caring, maternal, nurturing, selfless, generous, compassionate
Drawback: Being taken advantage of, taken for granted, or exploited
Marketing niche: Help people care for themselves, serve the public through health care, education or aid programs
Example: Campbell’s Soup, Johnson & Johnson, Heinz
#4: The Innocent
Defined by a deep desire to bring happiness to others. Innocent are upbeat and happy, and they intentionally avoid causing harm to others. They view the world as wonderful and enjoyable, and they thrive on passing that feeling on to others by spreading happiness wherever they can. Rather than innovation, these brands place a premium on honesty, good character, and simplicity.
Traits: Strives to be good, optimistic, simple, moral, romantic, loyal
Drawback: Could be naïve or boring
Marketing niche: Companies with strong values, seen as trustworthy, reliable and honest, associated with morality, good virtues, can be nostalgic
Example: Dove soap, Coca-Cola, Cottonelle bathroom tissue
#5: The Jester
Jester's goal is to make others laugh and infuse humor in all they do. Jester brands take a lighthearted approach to life and look for the positive in every situation. However, because the jester can occasionally take a joke too far, brands must ensure that their humor is sensitive and appropriate.
Traits: Fun, sense of humor, light-hearted, mischievous,
Drawback: Could be seen as frivolous or disrespectful
Marketing niche: Help people have a good time or enjoy what they are doing, allow people to be more impulsive and spontaneous
Example: Skittles, IKEA
#6: The Magician
Magician archetype is the most creative and ambitious in the marketplace. It represents a breakthrough vision that can make dreams come true, and provides revelatory moments that will redefine your expectations of what is possible. They prefer to share their vision with others, but may be secretive when it comes to implementation.
Traits: Visionary, charismatic, imaginative, idealistic, spiritual
Drawback: Could take risks that lead to bad outcomes
Marketing niche: Help people transform their world, inspire change
Example: Disney, Wizard of Oz
#7: The Ruler
Ruler is a dominant personality that loves to create rules and demand others follow them. They are often exceptional leaders, confident about their knowledge in the subject, but someone worth following because you know that they will take the lead. When it comes to the Ruler and their temper, things to refrain from doing include: upsetting, angering or cheating the Ruler.
Traits: Leader, responsible, organized,
Drawback: Could lack a common connection, or be too authoritative or controlling
Marketing niche: Help people become more organized, create more stability and security in a chaotic world
Example: Microsoft, Barclays, Mercedes-Benz
#8: The Hero
Hero is strong and willing to take on the world. They relish a challenge, are proud of what they do, recognize that it's a long-game play and know others aren't always up to speed. They look to inspire others to keep going even when it gets tough. Hero brands see their work as important, empowering and even heroic while also focusing on the craftsmanship behind the work.
Traits: Courageous, bold, honorable, strong, confident, inspirational
Drawback: Could be egoistic or aloof
Marketing niche: Make a positive mark on the world, solve major problems or enable/inspire others to do so
Example: Nike, BMW, Duracell
#9: The Everyman
Everyman brands are unpretentious, relatable, and approachable. They strive to make deep connections with people and aspire to be liked by everyone. They are frequently quite generalized and are motivated by a deep desire for community and belonging. They despise standing out and avoid displaying extremes of character or opinion, preferring to be inclusive. However, because they are frequently liked, they can sometimes be easily forgotten.
Traits: Down to earth, supportive, folksy, connects with others
Drawback: Could lack a distinctive identity and blend in too much
Marketing niche: Common touch, solid virtues, gives a sense of belonging
Example: Home Depot, eBay
#10: The Rebel
Rebel or the Outlaw is a disruptive, high profile character who refuses to play by the rules. Their very nature is to go against the grain and shake up established norms, they want to set trends rather than follow them. They want to be seen as trendsetters, trend-breakers who are highly creative and innovative but also remain in control of their work.
Traits: Rebellious, wild, paving the way for change
Drawback: Could take it too far and be seen in a negative way
Marketing niche: Agent of change, allow people to vent or break with conventions
Example: Harley-Davidson, Redbull
#11: The Explorer
Explorer archetype is defined by a yearning for freedom and independence that is not constrained by traditional constraints. They're similar to Rebels, but they're more interested in exploration than disturbance. Explorers despise conformity and want to venture into undiscovered areas, where they will face new challenges and achieve new goals. They are daring and fearless, and they are on a never-ending quest for knowledge.
Traits: Restless, ambitious, individualistic, pioneering
Drawback: Might not fit into the mainstream
Marketing niche: Exciting, risk-taking, authentic
Example: National Geographic, Jeep, The North Face
#12: The Lover
Lovers are driven by desire and are passionate and intimate. Brands are frequently sensuous and empathic, driven by a desire to become more emotionally and physically appealing to their target market. However, sometimes they can be spiritual, companionable, and family-oriented. Their enthusiasm can sometimes cloud their judgment or become domineering, and the dread of loss or loneliness can be overwhelming.
Traits: Passionate, sensual, warm, committed, idealistic
Drawback: Could be too selfless or not grounded enough
Marketing niche: Help people feel appreciated, feels belonging, build relationships
Example: Victoria’s Secret, Godiva Chocolate, Marie Claire
Brand archetypes help determine the human characteristics that best represent your brand. This allows your brand to form stronger emotional bonds with your audience and customers. They assist you in creating an appealing force that attracts and entices your target audience to your brand through shared values, resulting in improved brand perception, more brand advocacy, and more loyal customer base.