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What is an archetype? -

Archetypes consist of a collection of character traits and behaviors that are instantly recognizable and to which everyone can relate.

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Archetypes in storytelling -

When it comes to storytelling, archetypes are used to create a sense of familiarity between the characters and the listener, viewer, or reader.

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Archetypes in brand building -

The same goes for brand building. The best brands position themselves carefully, aligning themselves with a single archetype that they feel reflects their vision and values.

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Archetypes in brand building -

Brands use their archetype to differentiate themselves from the competition and to build a strong relationship with the consumer.

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The Creator -

The first brand archetype on the list is the Creator. Creators are non-conformists and visionaries; they are often first to realize a concept, and they love to push boundaries.

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Examples -

Brands that align with this archetype include Apple, Lego, and GoPro. Their goal is to encourage others to tap into their creativity using their products.

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The Sage -

Next up is the Sage. This archetype is a constant seeker of knowledge and believes in empowering others to seek out and share important information.

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Examples -

Examples of Sage brands include TED, Google, and the BBC. They are all about learning, and they make very strong thought leaders.

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The Caregiver -

The Caregiver is driven by a strong desire to help others, particularly those who are less fortunate than themselves. This archetype is all about taking care of others.

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Examples -

Brands that embody this archetype include UNICEF, Johnson & Johnson, and Pampers. There is often a maternal element to the branding.

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The Innocent -

The Innocent has a genuine desire to bring happiness to others, and they will avoid ill intention at all costs. Of course, in the business world, take this with a grain of salt.

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Examples -

Innocent brands include McDonald's and Coca-Cola. These brands tend to focus on simplicity rather than innovation.

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The Jester -

The main aim of the Jester is to make people laugh and to bring joy and lightheartedness to everything they do.

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Examples -

Brands that align with this archetype are playful and tend to bring out the good in every situation. Examples include Old Spice and and M&Ms.

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The Magician -

The Magician is the archetype that wants to dazzle its audience and take them on a magical journey that makes all their dreams come true.

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Examples -

Magician brands are ones like Disney, Polaroid, and MAC Cosmetics. They aim to provide their followers with a magical moment that will stick firmly in their memory.

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The Ruler -

Now we have the Ruler, a dominant archetype that is all about power and control. Ruler brands tend to be very confident and possess exceptional leadership skills.

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Examples -

Ruler brands include the likes of Microsoft, Rolls Royce, and Hugo Boss. These brands see themselves as leaders and will vehemently defend their position as such.

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The Hero -

Up now is the Hero, the archetype that takes it upon itself to fight injustices and show people that success is the reward for hard work.

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Examples -

Examples of Hero brands include Nike and BMW. These brands are proud of their work and feel that it sets them apart.

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The Everyman -

The Everyman archetype is best described as unpretentious, relatable, and always approachable. Everyman brands want to create deep connections and be liked by everyone.

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Examples -

Levis and IKEA are great examples of Everyman brands. They tend to be very generalized and have a strong focus on community and belonging.

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The Outlaw -

At the opposite end of the spectrum, we have the Outlaw (otherwise known as the Rebel), which does everything it can to really disrupt the industry and challenge the status quo.

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Examples -

Outlaw brands don’t care about being liked by everyone—they would rather have a close-knit, smaller following. Examples include Harley-Davidson, Uber, and Red Bull.

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The Explorer -

Next up is the Explorer, which is like the Rebel, but is more about exploration than disruption. Explorer brands are driven by freedom and independence; they don’t respect typical boundaries.

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Examples -

Another aspect of Explorer brands is their journey of continuous discovery. Examples of Explorer brands include NASA, Jeep, and The North Face.

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The Lover -

The last brand archetype on the list is the Lover. Lover brands are passionate and intimate; they are motivated by desire.

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Examples -

Real-world examples of the Lover brand include Victoria’s Secret, Alfa Romeo, and Chanel. Their passion can sometimes be overbearing, but they can also be companionable and family-oriented.

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Choosing an archetype -

If you are considering starting a company and you’re wondering how to build your brand, deciding on an archetype would be a good place to start.

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Next steps -

Remember, however, that you will also need to build your brand personality on top, since brand archetypes are too raw to connect with people directly.

Sources: (March Branding) (Iconic Fox)

See also: Have you noticed these brands in your favorite movies?

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