WHAT IS A BRAND ARCHETYPE?
Archetypes represent a pattern of ideas and way of thinking that is consistent across time, generations and cultures. They remain consistent over time because they represent values, traits, and motivations that are essential to human nature. There are 12 brand archetypes. Choosing the right archetype for your brand can help your brand build engagement with your current and future customers. It’s also a great way to stand out from a crowded marketplace and leave a positive and lasting impression on your potential buyers. Archetypes in branding are used to guide and strengthen a brand’s story.
Why DO YOU NEED A BRAND ARCHETYPE?
Archetypes support differentiation and set the tone for brand experiences. Archetypes tap into your customer desires. The most successful brands connect with their audience on a deeper level. Brands with an authentic brand purpose often capture people’s hearts. Pretty sure you have one or two brands that you have a connection with. Now, why are these brands so successful? Why do you feel such a bond with these brands? These brands are built with a solid alignment to an archetype, which is grounded in decades of psychological research. Swiss Psychiatrist Carl Jung (1875-1961) coined the term. Brand Archetypes are legit with actual science to back them up. Brands with a strong archetypal personality that connect on an emotional level with their audience, have a massive advantage over their competition.
We all have basic human desires, which are instinctive and primitive. If you consider that certain behaviours or personalities increase certain desires, you can understand why some personalities appeal to us more than others.
the 12 brand archetypes defined
1. BRAND ARCHETYPE LOVER
BRAND PROMISE: Love makes the world go ’round
CORE DESIRE: To attain intimacy
GOAL: To make people feel special
FEAR: Feeling alone, unloved or unwanted
STRATEGY: To be desired
GIFT: To have appreciation and passion
MOTIVATION: connected and relationship focused
EXAMPLE BRANDS: Victoria’s Secret, CHANEL, Beyoncé and Godiva
2. brand archetype JESTER
BRAND PROMISE: If you’re not having fun, you’re doing something wrong
CORE DESIRE: To live in the moment with full enjoyment
GOAL: To lighten up the world with fun, laughter and joy
FEAR: Boredom
STRATEGY: To be curious, playful and funny
GIFT: To have joy
MOTIVATION: To belong
EXAMPLE BRANDS: M&M’s, Old Spice, Skittles and Domino’s Pizza
3. BRAND ARCHETYPE EVERYMAN
BRAND PROMISE: All created equal
CORE DESIRE: To be connected with others
GOAL: To belong
FEAR: Not being welcomed
STRATEGY: Developing common virtues; blending in
GIFT: To have empathy and authenticity
MOTIVATION: belong
EXAMPLE BRANDS: IKEA, TOM’s, LEVIS and Jack Daniel’s.
4. BRAND ARCHETYPE CAREGIVER
BRAND PROMISE: Everyone deserves care and we must all strive to bestow service upon one another
CORE DESIRE: To protect people from harm
GOAL: To help others
FEAR: Selfishness and ingratitude
STRATEGY: Doing things for others
GIFT: To have compassion and generosity
MOTIVATION: To have stability and control
EXAMPLE BRANDS: UNICEF, WWF, Huggies and Persil.
5. BRAND ARCHETYPE RULER
BRAND PROMISE: Power isn’t everything it is the only thing.
CORE DESIRE: To be organised and in control, leadership focused
GOAL: To create prosperity and success
FEAR: To have chaos or being overthrown
STRATEGY: Exercise power and influence
GIFT: To have responsibility and leadership
MOTIVATION: Having full control
EXAMPLE BRANDS: Rolls Royce, Mercedes, Rolex and Microsoft.
6. BRAND ARCHETYPE CREATOR
BRAND PROMISE: Trust the creative process. Express yourself
CORE DESIRE: To create something of long-lasting value
GOAL: To give form to a vision
FEAR: Having a mediocre vision or execution
STRATEGY: Develop artistic or technical skills
GIFT: To have creativity and imagination
MOTIVATION: To have stability and control
EXAMPLE BRANDS: Pinterest, YouTube, SONY and LEGO.
7. BRAND ARCHETYPE INNOCENT
BRAND PROMISE: Life doesn’t have to be hard. Keep it simple
CORE DESIRE: For the world to live in love, peace and happiness
GOAL: To be happy
FEAR: Doing something wrong that will provoke punishment
STRATEGY: Doing things right
GIFT: To have faith and optimism
MOTIVATION: Independence and fulfilment
EXAMPLE BRANDS: Dove, Innocent, Mc Donalds and Coca Cola.
8. BRAND ARCHETYPE SAGE
BRAND PROMISE: The truth will set you free
CORE DESIRE: To find the truth
GOAL: Using intelligence to understand the world
FEAR: Being misled or appearing ignorant
STRATEGY: Seek out information; understand processes
GIFT: To have wisdom
MOTIVATION: Independence and fulfillment
BRAND EXAMPLES: National Geographic, Google, BBC and AUDI
9. BRAND ARCHETYPE EXPLORER
BRAND PROMISE: You only get one life, get out and make it count
CORE DESIRE: The freedom to explore and discover
GOAL: To experience a fulfilling and authentic life
FEAR: Feeling trapped or inner emptiness
STRATEGY: Discover the road less travelled
GIFT: Having ambition
MOTIVATION: Independence and fulfillment
EXAMPLE BRANDS: NASA, The Body Shop, Patagonia and JEEP
10. BRAND ARCHETYPE OUTLAW
BRAND PROMISE: Rules are made to be broken.
CORE DESIRE: To start a revolution
GOAL: To destroy what is not working
FEAR: Being powerless
STRATEGY: Disruptive, rebellious or combative
GIFT: To have radical freedom
MOTIVATION: Mastery
EXAMPLE BRANDS: Diesel, Virgin, MTV and Harley Davidson
11. BRAND ARCHETYPE MAGICIAN
BRAND PROMISE: If you believe, dreams can come true
CORE DESIRE: Make the impossible possible
GOAL: Turning dreams into reality
FEAR: Unanticipated negative consequences
STRATEGY: Create a vision and live by it
GIFT: To find win-win outcomes
MOTIVATION: Power
EXAMPLE BRANDS: Dyson, Instagram, Apple and Disney
12. BRAND ARCHETYPE HERO
BRAND PROMISE: When life puts you in a tough situation to say “why me” say “try me”.
CORE DESIRE: To prove your worth through courageous acts
GOAL: To improve the world
FEAR: Weakness, vulnerability, being scared
STRATEGY: To motivate, encourage and be brave
GIFT: To have courage and spirit
MOTIVATION: Encouraging, competitive and achievement orientated
EXAMPLES BRANDS: Red Cross, Fed Ex, Adidas and Nike
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THIS IS HOW WE WORK
Not sure about your archetype? Contact us to help you find the right archetype for you. Be A Legend will always start with an introduction of the various archetypes and will conduct interviews with your selected team members to gain the right insights which will guide us to the right archetype for your business.