The 12 brand archetypes
If you read our article What is Branding you must know by now that brands must have a type of personality that matches their values, mission, and way of communication.
A good way to make your brand even more personalized is to establish a brand archetype for your business. Here are the 12 brand archetypes that you can apply to your business.
The 12 brand archetypes
1. The Innocent
The innocent brand archetype is one that is associated with purity and simplicity. This is often represented by characters like Tom Hanks in Forrest Gump who are wide-eyed and full of wonder.
The innocent brand wants to
spread happiness and peace, and they are optimistic about the world around them. This makes them very trustworthy and reliable, which is why they are often seen as
moral companies.
Their marketing niche is companies with strong values that are seen as honest and reliable. Some examples of brands that fit this archetype are Dove, Whole Foods, and The Body Shop.
2. The Sage
The "Sage" brand archetype is all about knowledge and understanding. These brands seek to provide information and insights that help people make sense of the world around them.
The brand message for Sage brands is
"the truth will set you free." In other words, these brands believe that if people have access to accurate information, they will be able to make better decisions and improve their lives.
Some examples of Sage brands include TED, Google, and CNN. These brands are all leaders in their respective fields, and they share a commitment to providing accurate and timely information.
Whether it's through TED Talks, search results, or news stories,
Sage brands work to keep people informed about what's going on in the world. If you're looking for a brand to help you better understand the world, a Sage brand is a good choice.
3. The Explorer
The Explorer archetype is all about freedom and discovery.
If your brand's personality is that of an Indiana Jones type, then your brand message might be something along the lines of
"set yourself free by having adventures". Your marketing niche would be exciting and risk-taking, with an emphasis on authenticity.
Brands that fit this archetype include The North Face, Patagonia, and Jeep. So if you're looking to create a brand that embodies the spirit of exploration, keep the Explorer archetype in mind.
The North Face campaign ‘It’s more than a jacket’ exemplifies perfectly the explorer archetype for the brand. They are selling much more than a jacket. It’s an adventure:
4. The Outlaw
The Explorer brand archetype is all about shaking things up and doing things differently. They believe that rules are meant to be broken (just like Ferris Buller on Ferris Buller’s Day Off), and their brand message reflects this rebellious attitude.
Explorer brands appeal to those who are looking for an
agent of change, someone who will
challenge the status quo.
They are often championing the disenfranchised, offering a platform for people to vent their frustration with the establishment.
Brands like Harley Davidson, Diesel, and Red Bull all fall into this category. These companies have built their reputations on being rebels, and they continue to attract customers who are looking to
break with convention.
5. The Magician
There are brand archetypes, and then there's the Magician. This is the brand that turns wishes into reality and inspires people to follow their dreams. The Magician brand archetype is all about making the impossible possible.
Their strategy is to
create magical moments that leave a lasting impression. And their brand message is "nothing is impossible." Coca-Cola is a great example of a brand that embodies the Magician archetype.
For over a century, they've been bringing people together and making special moments more magical.
Disney is another brand that falls under this category. They've built an empire on the power of imagination and continue to inspire people of all ages to dream big. And what about the Nicole Kidman ad for AMC showing the magical moments of movies?
6. The Hero
The Hero brand archetype is all about making a positive mark on the world. This might mean solving major problems or inspiring others to do good. Hero brands are typically courageous and motivated, and they have a clear sense of purpose.
Colin Kaepernick is a good example of a Hero brand personality. He used his platform to take a stand against social injustice, and he continues to inspire others to do the same.
When Kaepernick made headlines in 2016 because he chose to sit during the playing of the U.S. national anthem as a form of protest against racial injustice and police brutality.
Nike, one of Kaepernick's sponsors at the time, released a statement supporting his right to peaceful protest. "Nike supports Colin Kaepernick and his right to freedom of expression on and off the field," the company said.
In the years since, Nike has continued to work with Kaepernick, partnering with him on a clothing line and making him the face of a major advertising campaign. While other brands have been quick to distance themselves from controversy, Nike has shown that it is willing to stand by its principles - even when it means taking a risk.
7. The Lover
Lover brand archetypes seek to be desirable, create intimacy and inspire love.
Their marketing niche is to help people feel appreciated, belong, connect, enjoy intimacy, and build relationships.
George Clooney's brand Nespresso is an example of a Lover brand archetype.
See an ad from Nespresso and look for the Lover elements: pleasure, seduction, intimacy, elegance…
Another example is Godiva, which seeks to make its customers feel special and appreciated. Victoria's Secret is another brand that falls into this category, as it helps women feel sexy and confident. Ultimately, Lover brand archetypes strive to make people feel good about themselves and create lasting relationships.
8. The Jester
The Jester brand archetype is all about having fun and enjoying life. They want their customers to let loose, be impulsive and enjoy every moment. They are the life of the party, always ready with a joke or funny story.
Brands like M&M, Old Spice, and Dollar Shave Club have all successfully used the Jester archetype in their marketing. These brands focus on helping people have a good time and enjoy what they are doing.
By aligning themselves with the Jester brand archetype, they are able to create a
strong emotional connection with their customers.
Back in 2012 when Gillette had 72% of the market share, Dollar Shave Club knew they had to stand out somehow. And they did it.
Their first ad titled ‘Our Blades are F***ing Great’ cost $4,500 and instantly brought in 12,000 orders. The comedy of the video made the company and the CEO relatable and trustworthy, and now the video has over 27 million views.
9. The Everymen
There are many different brand archetypes, but one of the most relatable is the Everyman.
This archetype is all about connection and belonging, and usually takes the form of a brand that is down-to-earth and accessible to everyone.
Phill Dunphy from Modern Family is a good example of an Everyman character - he's just a regular guy who wants to make a connection with his family.
The Everyman brand strategy is all about
being relatable and connecting with others, usually through providing a sense of belonging.
IKEA, Target, and Old Navy are all examples of brands that fall into this category - they're affordable and inclusive, and they appeal to our need for simplicity and pragmatism. So if you're looking for a brand that you can really identify with, an Everyman brand is probably a good place to start.
10. The Caregiver
The Caregiver brand archetype is all about helping others. Their mission and values are focused on compassion, caring, and making a better world with good actions. Brands that fall under this archetype usually have a strategy of helping others.
A perfect example of a Caregiver brand is TOMS. Their whole brand is centered around the idea of giving back. For every purchase made, they donate a pair of shoes to someone in need. Another great example of a Caregiver brand is Johnson & Johnson. One of their core values is "caring for the world, one person at a time." This is evident in their many initiatives focused on improving global health.
From supporting nurses and midwives to providing clean water in communities around the world, Johnson & Johnson is always looking for ways to lend a helping hand. Finally, Pampers is another brand that falls under the Caregiver archetype. They have been working to improve the lives of babies and families for over 50 years.
Pampers is also committed to making a difference, from partnering with UNICEF to vaccinate children around the world to providing diapers and other essential items to families in need. These are just a few examples of Caregiver brands that are making a positive impact in.
11. The Ruler
There are a number of brand archetypes out there, but the Ruler is definitely one of the most distinctive. This brand archetype is all about taking the lead and creating exclusivity. They care about power, wealth, status, success, and control. As you can imagine, this makes them very different from the Everyman archetype.
Ruler brands want to help people become more organized and restore order to a chaotic world. They believe that
stability and security are essential, and they are always striving to be at the top. Some examples of Ruler brands include Rolex, Louis Vuitton, and Mercedes-Benz. If you're looking for a brand that oozes confidence and authority, then the Ruler archetype is definitely for you.
12. The Creator
The Creator brand archetype is all about using creativity to solve problems and create perfect products or services. This archetype is often associated with visionaries like Steve Jobs, who was able to see the potential in new technologies and then use their creativity to bring those technologies to life.
In terms of marketing, the Creator brand archetype is all about helping customers express or create their own ideas, and fostering their imagination. Brands that fall into this category include Lego, Apple, and AVARIA. After all, we like to say that
AVARIA is a Boston-based creative agency.
We help our clients express their brand in unique and interesting ways, and we strive to create perfect brand experiences for them. If you're looking for a brand that can help you express your creativity, then AVARIA is the agency for you.
Contact us! We can create a marketing and branding package that will help build your brand that much easier.
