The Power of Brand Archetypes: 12 Ways to Create a Memorable Brand

Brand archetypes are anthropomorphic elements of branding that relay personality and identity, making it human and memorable to its consumers. The concept of archetypes in branding comes from the work of psychologist Carl Jung and allows tapping into the collective unconscious of cultural paradigms that people have in common. Utilizing brand archetypes can enhance your branding strategy, making it more effective and emotionally engaging.

TYPES OF ARCHETYPES

OUTLAW ARCHETYPE: They are change-makers and rebels fighting against the existing status quo; they speak to the suppressed desire for rebelling against dogma.

•                     DESIRE: Freedom and revolution

•                     BRANDING STYLE: Bold, shocking, and very critical of the establishment

•                     IDEAL INDUSTRIES: Body art, automotive, alternative fashion

Examples: Liquid Death, MTV, Harley-Davidson

THE CREATOR ARCHETYPE: Creators are imaginative, innovative, and expressive. They are driven to bring unique and enduring works that will evidence their creativity and vision.

•                     DESIRE: Innovation, self-expression

•                     BRANDING STYLE: The pursuit of originality, unlocking imagination and creativity

•                     IDEAL INDUSTRIES: Arts & design, IT, marketing

Examples: Adobe, LEGO, Apple, Tesla

THE MAGICIAN ARCHETYPE: They are charismatic, dynamic, and transformational. The magician is driven to make dreams come true, leading others through transformational experiences and profound changes.

•                     DESIRE: Power

•                     BRANDING STYLE: Mystical, wonder, and evolutionary

•                     IDEAL INDUSTRIES: Beauty, entertainment, wellness

Examples: Walt Disney, Polaroid

THE HERO ARCHETYPE: The hero is society’s saviour and redeemer. They are characterized by courage, self-sacrifice, and the pursuit of mastery.

•                     DESIRE: Mastery and triumph

•                     BRANDING STYLE: Inspirational, empowering, and strong

•                     IDEAL INDUSTRIES: Sports apparel, equipment, trade services

Examples: Nike, Under Armour, Gatorade

THE LOVER ARCHETYPE: The Lover is about passion, beauty, and a penchant for blissful experiences. They seek to create intimate and delightful experiences, focusing on emotional connections and sensory pleasures.

•                     DESIRE: Intimacy

•                     BRANDING STYLE: Sensual, affectionate, and luxurious

•                     IDEAL INDUSTRIES: Fragrance, cosmetics, luxury travel

Examples: Chanel, Hallmark, Godiva, Tiffany & Co.

THE JESTER ARCHETYPE: The Jester is about having fun, living in the moment, and bringing joy to those around. They use humour and fun to create a light-hearted and entertaining atmosphere.

•                     DESIRE: Enjoyment and fun

•                     BRANDING STYLE: Humorous, playful, and light-hearted

•                     IDEAL INDUSTRIES: Entertainment, food & beverage, confectionery

Examples: Nickelodeon, M&M's, Geico

THE EVERYMAN ARCHETYPE: The Everyman is a relatable character who craves a sense of belonging. They are seen as everybody without standing out, placing significant importance on blending in and inclusiveness.

•                     DESIRE: Belonging and connection

•                     BRANDING STYLE: Friendly, approachable, and inclusive

•                     IDEAL INDUSTRIES: Daily essentials, comfort foods, retail

Examples: Target, Gap, eBay, IKEA

THE CAREGIVER: Caregivers are compassionate and nurturing. They are guided by a desire to help others, to make the world a better place.

•                     DESIRE: Service and Compassion

•                     BRANDING STYLE: Selfless, supportive, and protective

•                     IDEAL INDUSTRIES: Healthcare, non-profit, education

Examples: UNICEF, Pampers

THE RULER ARCHETYPE: Rulers are all about control and order; they walk exuding confidence and leadership. They give room for stability and success through their authoritative presence.

•                     DESIRE: Control and order

•                     BRANDING STYLE: Authoritative, commanding, and prestigious

•                     IDEAL INDUSTRIES: Finance, luxury goods, hospitality

Examples: Rolex, Rolls-Royce, Mercedes-Benz

THE INNOCENT ARCHETYPE: Optimistic and pure, innocents have an acceptance of life, looking always for happiness and simplicity to create a world of safety and joy.

•                     DESIRE: Safety and happiness

•                     BRANDING STYLE: Positive, wholesome, and sincere

•                     IDEAL INDUSTRIES: Skincare, natural products, family-oriented services

Examples: Dove, Ivory

THE SAGE ARCHETYPE: This being is driven to learn and acquire wisdom. These beings seek to understand world happenings and share their wise insights with others.

•                     DESIRE: Understanding and enlightenment

•                     BRANDING STYLE: Intellectual, thoughtful, and analytical

•                     IDEAL INDUSTRIES: Education, media, research

Examples: Harvard, The Smithsonian

THE EXPLORER ARCHETYPE: They are curious and adventurous; they seek novelty of the experience and travel for travel's sake.

•                     DESIRE: Freedom and adventure

•                     BRANDING STYLE: Adventurous, bold, and daring

•                     IDEAL INDUSTRIES: Travel, outdoor gear, automotive

Examples: Nat Geo, Jeep, Subaru, NASA

Why Brands Succeed with Archetypes

Archetypes are successful for brands because they are universally recognizable character templates—brands can build more meaningful, emotional relationships with consumers through archetypes. Brands can, through their adoption of specific archetypes, do the following:

•                     Resonate Emotionally: Archetypes evoke basic human emotions and desires, so associating a brand with feelings makes it more personable and memorable.

•                     Build Consistent Identities: Archetypes help create consistency of voice and personality in the brand across all touchpoints.

•                     Distinguish: Brands can differentiate themselves in the market by aligning themselves with a certain archetype which makes them unique.

•                     Improved Storytelling: Utilizing archetypes further opens the door to powerful narrative storytelling in which the brand can form compelling stories that will captivate and interest the audience.

In the end, brand archetypes are practical ways with which brands reach their target audience, at deep levels of affinity, customer loyalty and distinctiveness in a crowded market.

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Tags: Brand archetypes, brand strategy, brand identity, marketing strategy, branding, brand storytelling, emotional branding, brand differentiation, consumer psychology, brand personality.

Author: Prince Okeke